Harris Interactive AutoTECHCAST: National Study Finds More Than One Quarter of Vehicle Owners Likely to Include Plug-in Hybrid Engine Technology in Their Next Vehicle

ROCHESTER, N.Y. – September 18, 2007 – According to the latest wave of the Harris Interactive AutoTECHCAST^SM study, more than one-quarter (27%) of U.S. vehicle owners say they are likely (13%), very likely (8%) or extremely likely (6%) to include plug-in hybrid engine technology in their next vehicle. When presented with a suggested market price of $3,200, consideration for the technology drops to a net sixteen percent. Males (27%) and females (27%) are equally likely to include the technology in their next vehicle, while entry SUV owners (45%) show the highest levels of interest in plug-in hybrid technology compared to other vehicle segment owners.

In general, more than one in five (23%) of adult vehicle owners say they are at least familiar with plug-in hybrid engine technology, and that includes (9%) who say they are very or extremely familiar. Males (30%) are more likely to be familiar with the technology than females (16%).

Stephen Lovett, Director of Automotive & Transportation Research at Harris Interactive states, "While these numbers are optimistic for such a new technology, there’s certainly room for building awareness. Consumers’ increasing concerns over rising fuel costs, as our study also shows, is a real factor driving interest in more fuel efficient, economic vehicles."

These are some of the results from the Harris Interactive AutoTECHCAST study, a bi-annual survey of adult vehicle owners in the United States. AutoTECHCAST provides in-depth U.S. consumer trends on 76 advanced automotive technologies. The study was conducted online between June 28 and July 18, 2007 among 9,937 U.S. vehicle owners.

Plugging-in versus Filling up: Consumers Prefer Charging Up

Among vehicle owners who say they are at least likely to include plug-in hybrid technology in their next vehicle, 84 percent say they would prefer plugging in versus filling up at the gas station each week. Less than half (45%) say they expect to have to charge the vehicle once a day. Three in 10 (29%) expect to charge the vehicle two to three times per week, and another 15 percent expect a weekly charge. In terms of charging time, there are varying expectations. Three in 10 (30%) of those considering plug-in technology in their next vehicle expect a two to four hour charge, another 30 percent expect a five to seven hour charge, and 20 percent expect an eight to 10 hour charge. Those considering plug-in hybrid technology, on average, expect to get adequate mileage out of one charge.

Lovett comments, "The fact that consumers overwhelmingly prefer to plug in their vehicles each night than to visit a fueling station weekly shows that consumers are really ready for this technology, and perhaps is an indication of their fueling frustrations in general."

Where Would Plug-In Hybrid Vehicle Owners Park?

The challenge for plug-in hybrid vehicle owners might be in the places they choose to park. Forty-six percent of those who will consider plug-in hybrid technology say they park in a private garage that is either connected or separated from the home, and more than one-third (37%) say they currently park in a private driveway when they are home. Six percent say they currently park their vehicle on the street.

Lovett adds, "This technology may be well suited for those who park in private garages, but that represents less than half of those saying they will consider the technology in their next vehicle. Accessing electricity for charge ups is another question, however. Utilities and manufacturers will have to consider provisions needed for those who park street-side, in driveways and in public-parking garages as demand for the technology grows; and 200-foot extension cords probably will not be the answer."

TABLE 1

FAMILIARITY WITH PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY

"How familiar are you with plug-in hybrid electric engine technology?"

Base: U.S. adult vehicle owners

	Total	Male	Female
Base	965	534	431
	%	%	%
TOP 3 BOX (NET)	23	30	16
Extremely familiar	3	5	1
Very familiar	6	10	2
Familiar	14	15	13
BOTTOM 2 BOX (NET)	76	70	84
Somewhat familiar	29	30	28
Not at all familiar	47	40	56

Note: Percentages may not add up to 100% due to rounding.

TABLE 2

LIKELIHOOD TO PURCHASE PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY

"How likely would you be to purchase this technology on your next new vehicle?"

Base: U.S. adults who evaluated "plug-in hybrid" technology

	Total	Male	Female
Base	965	534	431
	%	%	%
TOP 3 BOX (NET)	27	27	27
Extremely likely	6	6	6
Very likely	8	8	7
Likely	13	12	13
BOTTOM 2 BOX (NET)	73	73	73
Somewhat likely	36	35	38
Not at all likely	37	38	35

Note: Percentages may not add up to 100% due to rounding.

TABLE 3

LIKELIHOOD TO PURCHASE PLUG-IN HYBRID ELECTRIC ENGINE TECHNOLOGY

"How likely would you be to purchase this technology on your next new vehicle?"

Base: U.S. adults who evaluated "plug-in hybrid" technology

	Compact Car	Mid-Size Car	Compact Pickup	Light /Heavy Duty Pickup	Entry SUV	Mid-Large SUV	Compact Van	Full-Size Car	Sports Car	Luxury Car	Luxury SUV
Base	115	153	81	85	115	90	81	17	66	111	31
TOP 3 BOX (NET)	31	27	28	16	45	23	26	22	36	16	22
Extremely likely	10	9	3	1	12	4	8	1	12	2	1
Very likely	10	11	7	7	11	6	9	9	5	4	4
Likely	11	7	18	8	22	12	9	11	20	10	17
BOTTOM 2 BOX (NET)	69	73	72	84	55	77	74	79	64	84	78
Somewhat likely	42	35	26	31	31	45	43	39	24	48	23
Not at all likely	26	38	46	52	24	33	32	40	40	36	55

Note: Percentages may not add up to 100% due to rounding.

TABLE 4

PREFERENCE ON PLUGGING IN VS. THE GAS STATION

"If you could perform your daily commutes each week by either plugging in your vehicle every night or filling up at the gas station during the week, which would you prefer?"