DETROIT ? Higher fuel prices are making consumers give hybrid gasoline-electric vehicles a second look, says a new study of 15,000 U.S. consumers completed by Harris Interactive Inc.
The study, called AUTOTECHCAST, found that 63 percent of U.S. adult consumers are likely to purchase a new vehicle with enhanced fuel economy, if they have the option, in their next vehicle purchase. Respondents also indicated they are willing to spend an additional $1,673 for hybrid vehicles.
?As these technologies move from the drawing board into vehicles, they are likely to be supported by solid consumer demand,? said Scott Upham, senior vice president of Harris Interactive?s Automotive & Transportation Research Group.
?One of the most significant findings in AUTOTECHCAST is how gas prices are affecting consumer?s vehicle purchase decisions,? said Upham. ?Rising gas prices have held steady at $2 per gallon over the last 18 months. This is definitely having an impact, since our study shows that consumers will consider fuel efficiency in their next vehicle purchase.?
Additionally, occupant safety technologies, including rollover control and protection, occupant sensing for intelligent airbag deployment and pre-crash sensing fared among the top technologies consumers are likely to purchase on their next vehicle.
Overall, consumers across a wide range of demographic groups are likely to purchase these technologies. For example, both men (64 percent) and women (63 percent) are likely to purchase vehicles with enhanced fuel economy. Similarly, 58 percent of men along with 60 percent of women indicated they are interested in rollover control and protection ? side airbags and electronics.
Top 10 Advanced Automotive Technologies Consumers Will Purchase for Next Vehicle
Enhanced Fuel Economy
High-Performance Halogen & Xenon Lighting
Advanced Automotive Air Conditioning Systems
Light Emitting Diode (LED)
Advanced Tire Pressure Monitoring
Rollover Control and Protection ? Side Airbags & Electronics
Occupant Sensing for Intelligent Airbag Deployment
Adaptive Headlamps
Fuel Cell Vehicles
Electronic Stability Control
Top 10 Highest Purchase Price Advanced Automotive Technologies (USD)
Hybrid Electric Vehicle – $1,674
Fuel Cell Vehicle – $1,269
Four Wheel Steering – $694
Clean Diesel – $667
Pre-Crash Sensing – $626
Electronic Stability Control – $601
Steer-by-Wire – $565
Radar Enabled Collision Warning – $534
Brake-by-Wire – $519
Adaptive Cruise Control – $504
Top 10 Vehicle Differentiating Advanced Automotive Technologies
Rollover Control and Protection ? Side Airbags & Electronics
Enhanced Fuel Economy
Pre-Crash Sensing
Occupant Sensing for Intelligent Airbag Deployment
Fuel Cell Vehicle
Electronic Stability Control
Advanced Tire Pressure Monitoring
Advanced Automotive Air Conditioning System
Blind Spot Detection & Warning
Adaptive Headlamps
Top 10 Most Familiar Advanced Automotive Technologies
Wireless Hands-Free Cell Phone
Satellite Radio Systems
Digital Surround Audio Systems
Climate Controlled Seats
Music Storage Drives (MP3)
Hybrid Electric Vehicles (HEV)
Rollover Control and Protection ? Side Airbags & Electronics
Digital Radio
High Performance Halogen and Xenon Lighting
Rear of Vehicle Cameras
An innovative element of AUTOTECHCAST is its segmentation of American consumers along two dimensions?(1) non-automotive consumer technology adoption and (2) socialization?degree of interaction with non-family members. This segmentation is designed to provide manufacturers and marketers with additional insight into how consumers view their brands and products and as a way to understand how new products will be accepted by consumers.
The study shows the top ten brands whose owners are most likely to be ?tech savvy,? that is, be in the top fifth of all consumers in terms of their interest in, understanding of, and attention to new technologies. AUTOTECHCAST also indicates the ten brands whose owners are most likely to be ?socialites,? that is, be in the top fifth of all consumers in terms of their social interactions with non-relatives.
Top 10 TechSavvy OEM Brands
Volvo – 43 percent
Audi – 41 percent
Jaguar ? 38 percent
BMW ? 34 percent
Suzuki ? 34 percent
Nissan ? 33 percent
Lexus ? 33 percent
Subaru ? 32 percent
Mitsubishi ? 31 percent
Isuzu ? 31 percent
Top 10 Socialite OEM Brands
Volvo ? 39 percent
Jaguar ? 33 percent
Saab ? 32 percent
Acura ? 30 percent
BMW ? 27 percent
Lexus ? 26 percent
Cadillac ? 22 percent
Lincoln ? 21 percent
Isuzu ? 20 percent
Mitsubishi ? 19 percent
Methodology
Harris Interactive AUTOTECHCAST study was conducted from November 4-22, 2004 among 14,426 Harris Poll OnlineTM members who qualified to participate as follows:
1.) 18 years of age or older
2.) U.S. resident
3.) Own or lease a vehicle
4.) Must have a valid driver?s license
5.) Have at least one household vehicle
6.) Owns a listed manufacturer
7.) Own a listed North American model
8.) Model year of primary vehicle is 2000 or newer
9.) At least 50% vehicle decision maker
More information is available at AutoTechCast.Com
