Rising Consumer Interest in Hybrid Technology Confirmed by Maritz Research

Fuel Cells Wanted Within Five Years; New Diesels Still Stall With U.S. Buyers

TOLEDO, Ohio, Jan. 5 -- Consumers who are strongly considering hybrid technology for their next vehicle purchase nearly doubled from 2004 to 2005 according to a Maritz Poll(R). The Maritz Automotive Research Group, one of the world's leading automotive consumer research suppliers, conducted the survey of 1,009 adult owners and drivers of vehicles, and found that those strongly considering a hybrid for their next vehicle jumped from 17 percent to 29 percent within one year.

What's behind the peak in interest? Reducing fuel costs (97 percent) tops the list of reasons the respondents would consider buying a hybrid. Other factors include:

  -- Traveling more miles between fill-ups (79 percent);
  -- Reducing pollution (78 percent);
  -- Reducing Americans' dependence on foreign oil (74.5 percent);
  -- Receiving tax credits (55 percent);
  -- Better engine performance (27 percent); and
  -- The enjoyment of having the latest technology (19 percent).

"The volatility of gas prices is changing buyers' decision-making," said David Ensing, Ph.D., director of research and development for Maritz' Automotive Research Group. "Although many question whether buyers will reap enough savings in fuel costs to offset the higher cost of the new power train, a growing number of consumers are betting that it will."

The survey indicates that while many consumers are becoming more interested in hybrids, there is still a lack of awareness with some about the technology and its benefits. Of the respondents who said they would not consider a hybrid (13 percent), nearly half said they didn't know enough about hybrids to feel comfortable buying one.

In addition, of the 87 percent of people who would give equal or more consideration to buying a hybrid vehicle, nearly 85 percent are willing to pay more for the hybrid compared to a traditionally powered vehicle, a 5 percent decline from 2004. The median additional amount they are willing to pay for the technology remained the same from 2004 to 2005 at approximately $2,000.

Diesel

Despite the attention given to a new generation of "clean diesel" engines as an alternative to gasoline engines, vehicles equipped with diesel engines have been received with little enthusiasm by consumers. Nearly 60 percent of the respondents said they would not consider a diesel-fueled vehicle on their next purchase. Of those who would not consider a diesel vehicle, 70 percent cited reasons of noise and smell, 56 percent didn't see the advantages, and 45 percent believed diesels produce too much pollution. Surprisingly, price and availability of diesel fuel didn't seem to be relevant issues in the lack of endorsement.

Fuel Cells

Overall, awareness of fuel cell technology turned out to be fairly high (61 percent); however, a significant awareness gap exists between men and women. Less than one of every two women said they are aware of fuel cell technology, while three of every four men report familiarity with the technology.

Of those who were aware, more than nine in 10 felt it is very or somewhat important for manufacturers to commercially develop fuel cell technology, with the majority believing that manufacturers should be able to do this within the next five years (57 percent).

"Consumers are hoping for change," said Ensing. "Buyers are feeling the pressure of rising gas prices and dependence on foreign oil, and they're hoping new solutions will be made available to them sooner than the 10 years many manufacturers are projecting."

  The top reasons for interest in fuel cell technology included:

  -- Reducing fuel costs (88 percent);
  -- Reducing Americans' dependence on foreign oil (83 percent);
  -- Environmental factors (83 percent); and
  -- Decreasing the overall expense of operating the vehicle (66 percent).

  Survey Information

Maritz' Automotive Research Group conducted three surveys examining the effect gas prices have on the way Americans are using their vehicles, and the vehicles they are considering for purchase. In August 2005, 1,009 adult owners and drivers of vehicles were surveyed in an online Maritz Poll(R). The results were compared to a similar Maritz Poll of 1,014 adult owners and drivers of vehicles conducted in August 2004. The US average price for regular gasoline in August 2004 and 2005, respectively, was $1.85 per gallon and $2.58 per gallon.

About Maritz' Automotive Research Group

Maritz' Automotive Research Group (ARG) is one of the world's leading providers of automotive research. Based in Toledo, Ohio, the group also has offices in Detroit, Los Angeles, Toronto, Hamburg, and London. Maritz currently conducts customer satisfaction programs that cover 70 percent of the new cars and light trucks sold in the United States. In support of these programs, Maritz conducts more than 1 million telephone interviews and mails more than 40 million questionnaires each year. Over 17,000 North American and European automotive dealers have access to their customer satisfaction and other research results on Web sites created and managed by Maritz.