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ALTERNATIVE FUEL VEHICLES November 2013
Survey interviews conducted among AutoTrader.com visitors July 10 – August 27, 2013. Participants were recruited via an invitation.
Visitors must have been aware of alternative fuel vehicles to qualify for the study. A total of 316 completed surveys were collected.
2
Methodology
#1 Motivation For Considering
is Less Emotional
4
Reasons for purchasing an alternative fuel vehicle are less emotional and more practical.
Better Fuel Economy Cost of Savings on Gas Cleaner Emissions Better for the Environment Federal Tax Credit
Base: Aware of Alternative Fuel Vehicles (n=316)
70% 56% 37% 28% 24%
#2 Diesels
are Gaining Momentum
6
Consumers more familiar with Diesel due to increased presence in the marketplace.
Base: AutoTrader.com Users (n=586)
50%
Awareness
Hybrid = 36%
Electric = 30%
Plug-in Hybrid = 29%
Awareness is much higher for diesels than any other type of alternative fuel vehicle.
7
Consumers more familiar with Diesel due to increased presence in the marketplace. 1-in-3 have driven a diesel before (more than twice the number of people who have driven a hybrid)
Base: AutoTrader.com Users (n=586)
32%
Driven Before
Hybrid = 13%
Electric = 4%
Plug-in Hybrid = 4%
8
Consumers more open to considering Diesel due to increased presence in the marketplace. Consideration of diesels is also more than twice that of other alternative fuel vehicles.
Base: AutoTrader.com Users (n=586)
18%
Consideration
Hybrid = 6%
Electric = 2%
Plug-in Hybrid = 2%
9
Base: Aware of Diesel (n=290)
believe diesels are
more fuel efficient
than Gasoline.
72%
10
Top reasons to decide against a diesel.
Fuel Expense Too Expensive to Purchase Potentially High Cost of
Maintenance Noise
Not Really Better for
the Environment
Base: Aware of Diesel (n=290)
55% 46% 45% 32% 29%
The top three reasons are related to cost, but diesels may also have a perception problem.
#3 The Cost of Hybrids
Remains the Largest Obstacle
12
Top reasons to decide against a hybrid.
Too Expensive
to Purchase
Potentially High Cost
of Maintenance Battery Life/Range Driving Performance
Many of those aware of hybrids may not even consider test driving one because of the cost.
Base: Aware of Hybrid (n=206)
66% 55% 52% 32%
Longevity/Durability
30%
Don’t Like Available Designs/Styles
27%
Low Value For The Money
24%
13
Top reasons to select one hybrid over another. Once a shopper has decided on a hybrid, cost and maintenance is still the top concern. However, other differentiators also come
into play (brand, technology/features, and exterior/styling).
Base: Aware of Hybrid (n=206)
Purchase Price
57%
Cost of Ownership
42%
Brand Reputation
35%
Ease of Maintenance
28%
Technology/Features
26%
Exterior/Styling
25%
#4 Consumers are Hesitant
to Rely Solely on Electric
15
Top reasons to decide against electric.
Battery Life/Range Concerned About
Charging Stations
Too Expensive
to Purchase
Potentially High Cost
of Maintenance Don’t Want to Plug-in
Base: Aware of Electric (n=174)
67% 66% 60% 58% 31%
16
Base: Aware of Electric (n=174)
say an electric vehicle
should travel 150 miles
per charge.
59%
#5 Cost and Battery
are the Largest Obstacles for Plug-ins
Battery Life/Range Unknown Resale Value
18
Top reasons to decide against plug-ins.
Too Expensive
to Purchase
Potentially High Cost
of Maintenance Don’t Want to Plug-in
Base: Aware of Plug-in hybrids (n=166)
71% 64% 58% 40% 34%
19
Base: Aware of Plug-in hybrids (n=166)
say a plug-in vehicle
should travel 80+ miles
solely on electricity.
56%
#6 Willing to Pay a Premium
Willing to pay a premium over gasoline.
Hybrid Electric Plug-in Hybrid Diesel
53% 51% 41% 39%
Base: Aware of each vehicle type
21
Consumers are significantly less willing to pay a premium for electric or plug-ins.
22
Willing to pay a premium over gasoline.
Hybrid (A) Diesel (B) Electric (C) Plug-in (D)
< $1K 22% 18% 20% 21%
$1 – 1.9K 14% 13% 8% 8%
$2 – 3.9K 9% 12% D 8% 5%
$4K + 6% 10% 6% 5%
Not willing 33% 28% 45% AB 44% AB
Don’t know 16% 19% 14% 16%
Consumers are significantly less willing to pay a premium for electric or plug-ins.
Base: Aware of Alternative Fuel Vehicle
Letter = significantly higher than indicated column
23
Image Attributes
Hybrid Diesel Electric Plug-in
Good fuel economy 52% 50% 40% 36%
Good for environment 46% 23% 56% 34%
Cleaner emissions 44% 22% 61% 34%
Good reputation 44% 61% 13% 13%
Innovative technology 50% 28% 50% 41%
Highly practical 48% 56% 13% 17%
Good value for the money 40% 63% 13% 12%
Hybrids may be on par with diesel for “good fuel economy” and rate higher for “innovative technology”, but diesels are viewed as
the most practical alternative fuel option that provides the best value.
Base: Aware of Alternative Fuel Vehicles (n=316)
#7 Toyota is a Leader
of Alternative Fuel Vehicles
25
Top Brands Top Leader
Other Leaders
High Awareness
Base: Aware of Alternative Fuel Vehicles (n=316)
Brands that offer alternative fuel vehicles.
Base: Aware of Alternative Fuel Vehicles (n=316)
15% 17% 18% 21% 23% 23%
27% 29%
37%
52% 54% 59%
63%
Shoppers are most aware of Toyota’s alternative fuel vehicles versus competitors, but the margin is slim.
26
Leaders in alternative fuel vehicles.
Base: Aware of Alternative Fuel Vehicles (n=316)
3% 3% 4% 4% 4% 6% 7% 8% 10%
18%
25% 28%
48%
The gap begins to widen when shoppers are asked to identify leaders in this category. Toyota is by far seen as the leader in
alternative fuel vehicles – Honda and Ford are distant competitors.
27
28
Volkswagen excels in diesel vehicle awareness.
Base: Aware of Diesel (n=290)
17% 17% 17% 22% 23% 25% 25%
29% 29% 30% 33%
42%
50%
Volkswagen has four of the top five diesel vehicles.
Jetta Passat E350 Toureg Beetle ML350 Cruze 335D GLK Grand
Cherokee Cayenn
e
R350 A3
29
Nissan Leaf has the highest electric vehicle awareness.
Base: Aware of Electric (n=174)
5% 7%
17%
20%
25% 26% 28%
32%
35%
Leaf Focus EV Model
S
Spark EV Fit EV RAV4 EV Smart For Two
EV 500e i
30
Chevrolet Volt leads the way for Plug-in Hybrid awareness.
Base: Aware of Plug-in hybrids (n=166)
4%
14% 17%
20% 22%
35%
40%
Volt Prius Plug-in Hybrid Fusion Energi C-Max Energi Karma Converj Accord Plug-in
Hybrid
ALTERNATIVE FUEL VEHICLES August 28, 2013
Presenter Name
Presenter Title [email protected] 123-456-7890