Enhanced Fuel Economy Remains Top Priority for European Vehicle Owners
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High fuel prices continue to influence European vehicle owner technology preferences
LONDON and DETROIT, Feb. 13 -- For the second year in a row, the Harris Interactive AutoTECHCAST(SM) Europe study indicates that vehicle owners(1) in five countries (France, Germany, Italy, Spain and the United Kingdom) have chosen enhanced fuel economy as the top automotive technology that they are very or extremely likely to purchase for their next new vehicle (39% compared to 41% last year). "Within this European market, vehicle fuel economy remains the primary driver of consumer vehicle purchase consideration. Increasing petrol and diesel prices caused by fluctuations in market supply and political instability in major oil producing countries is a major concern to European vehicle owners," said Scott D. Upham, Senior Vice President, Automotive Research, Harris Interactive.
Spanish adults show the highest likelihood of choosing enhanced-fuel economy as the top automotive technology that they are very or extremely likely to purchase for their next new vehicle (63%), followed by Italian and German respondents (45% and 36% respectively). "The current volume of diesel vehicles already in the European market and their inherent higher fuel economy has a direct impact on consumers' lack of interest in gasoline-based hybrid technologies that are increasing in popularity in the United States. Consumers are more likely to consider fuel cell-based vehicles rather than hybrid powertrains," said Upham.
Fuel Cell Technology Gaining Consideration among European Consumers
Nearly three out of 10 European vehicle owners (28%) indicate they are "very likely" or "extremely likely" to include fuel cell technology on their next vehicle purchase. However, consideration falls substantially (22%) once the market price is introduced. "As fuel cell technology evolves and production efficiencies drive prices to lower levels, there will be strong demand in the European market," said Upham.
European Consumer's Vehicle Preference Characteristics Differ Greatly from Country to Country
AutoTECHCAST Europe reports that considerable differences exist between consumers from different European countries -- including France, Germany, Italy, Spain and United Kingdom -- on key vehicle attributes, including:
-- British consumers value vehicle reliability and dependability and fuel
economy
-- French and Spanish consumers value a vehicle's engine type
-- Spanish consumers value quality of workmanship and construction and
body size
-- British and French consumers value the manufacturer's reputation
-- German consumers value the vehicle's value for the money
-- Italian consumers value the vehicle's exterior styling and appearance
TABLE 1
TOP-10 CHARACTERISTICS THAT WERE IMPORTANT REASONS FOR PURCHASING
"Which of the following characteristics of your primary vehicle was an
important reason why you purchased/leased it? You may select up to 3
characteristics"
Europe
Total UK France Italy Germany Spain
Base: 16,842 3,454 3,538 3,419 3,571 2,860
% % % % % %
Value for the money 32 26 36 35 42 7
Price 27 31 24 21 25 37
Reliability/Dependability 22 27 23 20 22 18
Exterior styling/
Appearance 20 17 21 25 16 22
Fuel economy 19 24 14 17 19 19
Interior roominess 17 14 18 16 20 12
Engine type (gasoline/
diesel/electric/hybrid) 15 11 22 14 11 21
Body size 14 17 11 18 9 22
Manufacturer's reputation 14 15 17 10 12 13
Smooth/Comfortable ride 12 12 6 15 15 10
Quality of workmanship/
construction 12 10 13 12 11 15
Safety features 12 11 6 17 11 16
Note: Only Top-10 European responses shown.
European Consumer's Top Technology Preferences
Among other emerging automotive technologies registering measurable success when it comes to initial consideration in the AutoTECHAST Europe study, include:
-- High-performance halogen & xenon lighting -- Light-emitting diode (LED) lighting -- Park assist & object detection -- Rain sensor & automatic wipers -- Intelligent navigation systems
"Globally, halogen and xenon lighting and intelligent navigation systems technologies are achieving high levels of acceptance with consumers due to their high-performance features and declining market prices," said Upham. "These advanced lighting systems provide increased visibility, clarity and improve driving performance and accident avoidance. In high traffic metropolitan areas like Paris, London, Madrid, Rome and Frankfurt, intelligent navigation systems and park assist and object detection technologies are in high demand. Consumers are becoming more technology savvy and these advanced technologies can save considerable time and reduce vehicle damage associated with parking in densely populated cities," said Upham.
TABLE 2
LIKELIHOOD OF PURCHASING TECHNOLOGY ON NEXT NEW VEHICLE
"How likely would you be to purchase this technology on your next new
vehicle?"
Percent saying extremely/very likely
Base: All respondents assigned (variable base)
Europe
Total UK France Italy Germany Spain
% % % % % %
Enhanced fuel economy 39 32 27 45 36 63
High-performance halogen
and xenon lighting 35 27 26 37 43 45
Light-emitting diode
(LED) lighting 33 26 23 39 34 43
Music storage
drive (MP3) 32 24 21 36 35 53
Park assist & object
detection 32 28 31 28 37 32
Rain sensor &
automatic wiper 31 21 38 26 36 39
Intelligent navigation
system 30 19 29 36 29 43
Wireless hands-free
cell phone 29 19 18 37 28 52
Advanced automotive air
conditioning system 28 20 25 29 28 47
Rollover control &
protection - side
airbags & electronics 28 20 20 39 20 53
Fuel cell vehicle 28 26 23 42 21 30
Note: Only top 10 European total responses shown.
Option Pricing Significantly Affects European Consumer's Technology Preferences
AutoTECHCAST Europe reports that purchase consideration is greatly affected by the market price for particular options and technologies. Consumers show a high degree of interest in several safety-related technologies including occupant sensing, inflatable seatbelts, rain sensors and wipers. "Consumers repeatedly report safety technologies as key differentiators when it comes to choosing particular vehicles or options packages. Protecting their families with advanced emerging safety technologies are products that European consumers are willing to pay for," said Upham.
-- Spanish and Italian vehicle owners report strong interest in occupant
sensing systems and inflatable seatbelts.
-- Spanish consumers are more interested in advanced air conditioning
systems than consumers in Italy, France, Germany and United Kingdom.
TABLE 3
LIKELIHOOD OF PURCHASING TECHNOLOGY AT MARKET PRICE
"How likely would you be to purchase this technology if it added $ to the
total cost of your vehicle?"
Percent saying extremely/very likely
Base: All respondents assigned (variable base)
Europe
Total UK France Italy Germany Spain
% % % % % %
Occupant sensing for
intelligent airbag
deployment 47 36 38 58 45 65
Advanced automotive air
conditioning system 37 28 30 40 38 57
Inflatable seatbelt 37 29 35 45 30 55
Rain sensor &
automatic wiper 37 27 35 40 37 51
Radar-enabled
collision warning 34 23 30 48 30 48
Advanced tinted glass 34 25 32 38 34 47
Adaptive headlights 33 21 28 37 36 43
Light-emitting diode
(LED) lighting 30 18 18 37 32 51
Advanced windshield
washing system 29 25 28 30 24 43
Rollover control &
protection - side
airbags &
electronics 28 20 19 33 26 49
Note: Top-10 European responses shown.
AutoTECHCAST Europe Methodology
Harris Interactive conducted this online survey in, France, Germany, Italy, Spain, and the United Kingdom between September 22 and December 4, 2006 among a total of 16,842 adults aged 18 and over. Qualified respondents had to own or lease a vehicle, have a valid driver's license, have at least one household vehicle and own a listed European model dated 1998 or newer. Figures for age, gender, race/ethnicity, education, income and region were weighted where necessary to align with population proportions. Propensity score weighting was also applied to adjust for respondents' propensity to be online.
All surveys are subject to several sources of error. These include: sampling error (because only a sample of a population is interviewed); measurement error due to question wording and/or question order, deliberately or unintentionally inaccurate responses, nonresponse (including refusals), interviewer effects (when live interviewers are used) and weighting.
With one exception (sampling error) the magnitude of the errors that result cannot be estimated. There is, therefore, no way to calculate a finite "margin of error" for any survey and the use of these words should be avoided. With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not other sources of error) is not greater than some number. With a pure probability sample of 16,842 vehicle-owning adults one could say with a 95 percent probability that the overall results have a sampling error of +/-1 percentage point. However that does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.
More information on this study can be found at: http://www.harrisinteractive.com/services/autotechcasteurope.asp
