ALTERNATIVE FUEL VEHICLES November 2013
Methodology 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
#1 Motivation For Considering is Less Emotional
Reasons for purchasing an alternative fuel vehicle are less emotional and more practical. 4 70% 56% 37% 28% 24% 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)
#2 Diesels are Gaining Momentum
6 Consumers more familiar with Diesel due to increased presence in the marketplace. Awareness is much higher for diesels than any other type of alternative fuel vehicle. Awareness 50% Hybrid = 36% Electric = 30% Plug-in Hybrid = 29% Base: AutoTrader.com Users (n=586)
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) Driven Before 32% Hybrid = 13% Electric = 4% Plug-in Hybrid = 4% Base: AutoTrader.com Users (n=586)
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. 8 18% Consideration Hybrid = 6% Electric = 2% Plug-in Hybrid = 2% Base: AutoTrader.com Users (n=586)
9 72% believe diesels are more fuel efficient than Gasoline. Base: Aware of Diesel (n=290)
Top reasons to decide against a diesel. The top three reasons are related to cost, but diesels may also have a perception problem. 10 55% 46% 45% 32% 29% Fuel Expense Too Expensive to Purchase Potentially High Cost of Maintenance Noise Not Really Better for the Environment Base: Aware of Diesel (n=290)
#3 The Cost of Hybrids Remains the Largest Obstacle
Top reasons to decide against a hybrid. Many of those aware of hybrids may not even consider test driving one because of the cost. 12 66% 55% 52% 32% Too Expensive to Purchase Potentially High Cost of Maintenance Battery Life/Range Driving Performance 30% 27% 24% Longevity/Durability Don t Like Available Designs/Styles Low Value For The Money Base: Aware of Hybrid (n=206)
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). 13 57% 42% 35% Purchase Price Cost of Ownership Brand Reputation 28% 26% 25% Ease of Maintenance Technology/Features Exterior/Styling Base: Aware of Hybrid (n=206)
#4 Consumers are Hesitant to Rely Solely on Electric
Top reasons to decide against electric. 15 67% 66% 60% 58% 31% 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)
16 59% say an electric vehicle should travel 150 miles per charge. Base: Aware of Electric (n=174)
#5 Cost and Battery are the Largest Obstacles for Plug-ins
Top reasons to decide against plug-ins. 18 71% 64% 58% 40% 34% Too Expensive to Purchase Battery Life/Range Potentially High Cost of Maintenance Don t Want to Plug-in Unknown Resale Value Base: Aware of Plug-in hybrids (n=166)
19 56% say a plug-in vehicle should travel 80 + miles solely on electricity. Base: Aware of Plug-in hybrids (n=166)
#6 Willing to Pay a Premium
Willing to pay a premium over gasoline. Consumers are significantly less willing to pay a premium for electric or plug-ins. 21 53% 51% 41% 39% Diesel Hybrid Electric Plug-in Hybrid Base: Aware of each vehicle type
Willing to pay a premium over gasoline. Consumers are significantly less willing to pay a premium for electric or plug-ins. 22 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% Base: Aware of Alternative Fuel Vehicle Letter = significantly higher than indicated column
Image Attributes 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. 23 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% Base: Aware of Alternative Fuel Vehicles (n=316)
#7 Toyota is a Leader of Alternative Fuel Vehicles
Top Brands Top Leader 25 Other Leaders High Awareness Base: Aware of Alternative Fuel Vehicles (n=316)
Brands that offer alternative fuel vehicles. Shoppers are most aware of Toyota s alternative fuel vehicles versus competitors, but the margin is slim. 26 63% 59% 54% 52% 37% 29% 27% 23% 23% 21% 18% 17% 15% Base: Aware of Alternative Fuel Vehicles (n=316)
Leaders in alternative fuel vehicles. 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 48% 28% 25% 18% 10% 8% 7% 6% 4% 4% 4% 3% 3% Base: Aware of Alternative Fuel Vehicles (n=316)
Volkswagen excels in diesel vehicle awareness. Volkswagen has four of the top five diesel vehicles. 28 50% 42% 33% 30% 29% 29% 25% 25% 23% 22% 17% 17% 17% Jetta Passat E350 Toureg Beetle ML350 Cruze 335D GLK Grand Cherokee Cayenn e R350 A3 Base: Aware of Diesel (n=290)
Nissan Leaf has the highest electric vehicle awareness. 29 35% 32% 28% 26% 25% 20% 17% 7% 5% Leaf Focus EV Model S Spark EV Fit EV RAV4 EV Smart For Two EV 500e i Base: Aware of Electric (n=174)
Chevrolet Volt leads the way for Plug-in Hybrid awareness. 30 40% 35% 22% 20% 17% 14% 4% Volt Prius Plug-in Hybrid Fusion Energi Accord Plug-in C-Max Energi Karma Converj Hybrid Base: Aware of Plug-in hybrids (n=166)
ALTERNATIVE FUEL VEHICLES August 28, 2013 Presenter Name Presenter Title presenter.name@autotrader.com 123-456-7890