Regardless of gas prices, the study shows that for the first time, a majority of Americans are willing to sacrifice perceived reliability, luxury, performance and comfort for better gas mileage as they plan their next vehicle purchase. At the same time, perceptions exist that gas-only cars are less expensive, more luxurious, and offer better design and comfort. Only six percent of respondents think hybrids are luxurious and just 12 percent feel they are better priced.
Additional findings of the online "The Hybrid Attitude Survey" of more than 500 Americans found that:
- Two in three respondents said they were likely to purchase a hybrid vehicle within the next three years
- More than 80 percent of respondents said they would like to sell their gas guzzlers for more fuel-efficient cars today, but 87 percent stated they cannot afford to do so. This situation is likely slowing the demand for and purchase of hybrid vehicles.
- In addition, the study showed that major obstacles to purchasing a hybrid vehicle include perceptions that they not only cost more, but are harder to maintain and are not practical for long-distance driving
- Car owners are separated into two equal schools of thought when it comes to the cost of hybrids; half of the respondents polled think they are too highly priced while the other half feel they are priced reasonably
"The hybrid industry has gone through a significant evolution in the last decade but consumer perceptions have not caught up," said Marty McGough, Director of RF Insights. "As manufacturers balance their portfolio of traditional and hybrid vehicles and weigh their go-to-market strategy, the study reveals a clear need to re-educate consumers on this significant industry transformation. A concise communications strategy conveying how far these vehicles have come, and all they have to offer, is paramount, especially for U.S. automakers. Any Congressional bailout will likely place restrictions or provide incentives designed to produce more fuel-efficient, next-generation cars."
