Consumer Education Means Higher Demand for Alternative Fuel Vehicles

The high cost of gas is one reason consumers are looking for more fuel-​efficient vehicles. Environmental concern is another top reason consumers give for looking into a hybrid purchase. A Synovate research study has found that consumer attitudes about buying alternative-​fuel vehicles change significantly after they understand more about available technologies. Here’s how attitudes changed before and after consumers learned more:

Traditional gasoline

  • Before education 76%
  • After education 45%

Battery electric

  • Before education 33%
  • After education 35%

Hybrid electric

  • Before education 57%
  • After education  64%

Plug-​In hybrid

  • Before education 33%
  • After education 64%

The survey also indicates that consumers will pay between $1,5000 and $2,000 more for a hybrid vehicle depending on certain criteria. (See the release for more information.) Consult with your auto manufacturer and dealer clients to review collateral material that educates and impresses consumers.

Source: Synovate, June 18, 2008 release

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.