The future – cars that charge while you sleep?
New study reveals consumer demand for greener vehicles
Hamburg und Rochester, NY – 18. September 2008 – A new study has uncovered significant consumer demand for energy efficient technology in the automotive sector.
Figures from the study, undertaken by global market research agency Harris Interactive, reveal that 20% 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 study revealed that 30% of consumers who are likely to purchase the plug-in hybrid technology in their next vehicle would expect to charge it at least once a day or more. Once the vehicle is plugged in, they would expect to charge it for around 5.1 hours. A similar study is the U.S showed that, in comparison, Americans would expect to charge their vehicle more than their European counterparts - 56% anticipated charging their car a least once day and for approximately 6 hours at a time.
Just the convenience of plugging in a vehicle every night instead of filling up at the petrol station every week is also very appealing to plug-in hybrid considerers, with 72% of respondents 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 prefer to conduct this task daily, versus once a week shows real promise for the technology,” said Stephen A. Lovett, director of automotive and transportation research at Harris Interactive.
The study also highlighted that further consideration is needed for the infrastructure to support a population of plug-in hybrid vehicles. Among the European consumers polled, 21% of those who would consider buying a plug-in hybrid indicated that they currently park on the street when at home.
Lovett kommentiert, “While consumers are open to this technology, without major changes in infrastructure they will not be able to access the benefits of this technology. Our research has shown this needs to be addressed. Europeans tend to be quite open to technologies that contribute to additional efficiency in their vehicles. This is due to a combination of higher fuel costs, concentrated driving conditions and cultural differences which result in a greater interest in environmental protection.“.
In addition to the plug-in hybrid engine, Europeans also show significant interest in the Start-Stop-System1 . Before market prices are brought into the equation, a quarter
27 % of all those surveyed also said that they would be very or extremely likely to purchase the Start-Stop System technology for their next vehicle.
Lovett commented, “Start-stop systems provide the greatest benefit in city driving environments. With Europe’s higher density and higher penetration of manual transmissions, the mindset progression to this type of system is more natural than in the US’s more automatic dominated, highway cruising landscape. This has been recognized by BMW, which has begun equipping many of it’s European models with such systems”
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, Plug-In Hybrid Engine, Dual Clutch Transmission (DCT) Direct Shift Gearbox (DSG), Fuel Cell Engine and the Start-Stop System.
For more information, please contact
Florian Lück, on +49 (0)40 669 6250, or email email@example.com or http://www.harrisinteractive.com/service/autotechcasteurope.asp
2008 AutoTECHCAST Europe Methodology
The 2008 AutoTECHCAST Europe study was conducted online within the United Kingdom, France, Italy, Germany and Spain by Harris Interactive between May 12, 2008 and June 30, 2008 among 19,933 European adults aged 18 and over and who own or lease a vehicle, have a valid driving licence, have at least one household vehicle, own a listed European model – 2001 or newer. Results were weighted as needed for age, gender, education, region and income and to properly represent European vehicle segment owners. Propensity score weighting also was used to adjust for respondents’ propensity to be online.
About Harris Interactive®
Harris Interactive® is one of the world's leading market research providers, operating in 145 countries around the globe. Put simply, Harris studies people. Specifically, they examine why people make the decisions they do and, working with some of the best-known brands around the world, help clients to identify how they can best influence those decisions. Harris is best known for its expertise in online research – the research technique of the future. As the global leaders in this technique, the company is proud to have created the Harris Poll Online, which is believed to be the world’s largest - and longest running - panel of respondents. Harris garners the strengths and intellects of some of the best names in the business to decipher the most appropriate technology for the project on hand. The company’s strength lies in an ability to select the appropriate research tool based on the target audiences’ countries, culture, languages, topographies and technologies. Harris has a number of different specialisms including automotive, healthcare, retail, travel and tourism, and technology, media and telecoms (TMT). For more information, please visit www.harrisinteractive.de
1The Start-Stop system is an environmentally-friendly technology that cuts out the engine as soon as the vehicle comes to a complete stop, therefore reducing emissions, eliminating noise pollution and resulting in up to 10% greater fuel efficiency. Once the accelerator is depressed again, the engine automatically starts up so that driving can be resumed.