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Do Americans Want Plug-In Hybrids?
Green Technology Featured Articles
September 19, 2008

Do Americans Want Plug-In Hybrids?

By Eve Sullivan
TMCnet Editor

A study has uncovered significant consumer demand for energy efficient technologies in the automotive sector in Europe and comparison research in the United States mimics this trend, according to Harris Interactive (News - Alert).

 
Figures from the annual AutoTECHCAST European study reveal that 20 percent of Europeans are “very” or “extremely” likely to purchase a vehicle that has plug-in hybrid technology, not taking into account estimated market prices.
 
The AutoTECHCAST U.S. study evaluates similar domestic consumer trends and provides comparison data for marketers and manufacturers seeking to better understand key differences and similarities in both markets.

The study reveals that 30 percent of European consumers who are likely to purchase the plug-in hybrid technology in their next vehicle expect to charge it at least once a day for about 5.1 hours. A study in the U.S. shows that Americans expect to charge their vehicles slightly more often than their European counterparts – 56 percent anticipated charging their car at least once daily and for about six hours. 

The convenience of plugging in a vehicle every night instead of filling it up at the gas station every week is very appealing to plug-in hybrid considerers, with 72 percent of respondents in Europe preferring the plug-in option.
 
“It’s clear that people are open to this new approach of adding energy to the vehicle. The fact that drivers now prefer to conduct this task daily, versus once a week, shows real promise for the technology,” said Stephen Lovett, director of automotive and transportation research at Harris Interactive.

The study also highlights that further consideration is needed of the infrastructure required to support a population of plug-in hybrid vehicles. Among the European consumers surveyed, 21 percent of those considering buying a plug-in hybrid indicate that they currently park on the street when at home.

“While consumers are increasingly open to this technology, major changes in the infrastructure in both Europe and the U.S. will be critical for consumers to access the desired benefits of this technology,” Lovett says. “Our research shows that the gap between demand and available ‘charging supply’ needs to be addressed. Due to a combination of higher fuel costs, concentrated driving conditions, and cultural differences that cater to high levels of environmental protection, Europeans have historically been more adopting of technologies that contribute to additional efficiency in their vehicles.”

In addition to the plug-in hybrid engine, Europeans also show significant interest in the Start-Stop System technology. Before market prices are brought into the equation, 27 percent of those surveyed said they would be very or extremely likely to purchase the Start-Stop System technology for their next vehicle.

The figures were taken from Harris Interactive’s AutoTECHCAST Europe study, an annual survey of adult vehicle owners in the United Kingdom, France, Italy, Germany and Spain. The research measures awareness, consideration and willingness to pay for 59 unique automotive technologies, including several alternative fuel and powertrain technologies such as the Hybrid Electric Engine and Plug-In Hybrid Engine.

Harris Interactive is a global market research organization. With a long history in multimodal research, powered by their science and technology, they assist clients in achieving business results. Additional Information on the AutoTECHCAST Europe study can be found at http://www.harrisinteractive.com/services/autotechcasteurope.asp.

Eve Sullivan is a contributing editor for TMCnet, covering news in the IP communications, call center and customer relationship management industries. To read more of Eve's articles, please visit her columnist page.


Edited by Eve Sullivan


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