Kbb.com: Most Car Shoppers Say New Fuel Economy Letter Grade System Would Make No Difference in Understanding EPA Ratings

IRVINE, CA - September 23, 2010: Kelley Blue a provider of new car and used car information, today reports the results of two kbb.com home page quick polls.  The latest polls show that not only are a majority of car shoppers unaware of the new fuel economy and emissions letter grade (A+ to D) rating system proposed for new-vehicle window stickers, but most say it will make no difference in their understanding of EPA fuel economy ratings.  

When asked if car-buyers were aware that the U.S. government is proposing a new grading system (A+ to D) for fuel economy and emissions ratings for new-vehicle window stickers(1), 76 percent of car shoppers visiting kbb.com said 'No, this is the first time I am hearing about the proposed grading system.'  Only 16 percent said 'Yes, I was fully aware of the proposed grading system before coming to kbb.com today.'  

When asked about how this proposed new fuel economy and emissions rating system for new-vehicle window stickers would affect car shoppers' understanding of EPA fuel economy ratings for new vehicles(2), 39 percent said it would make 'no difference.'  Only 18 percent said it would make it 'a lot easier to understand EPA fuel economy ratings for new vehicles.'  In contrast, 24 percent said the new letter grade system would make it 'much harder to understand EPA fuel economy ratings for new vehicles.'  

"The U.S. government will have quite a ways to go in educating the car-buying public on its proposed new-vehicle window sticker 'grading' system, should they get their way," said James Bell, executive market analyst for Kelley Blue Book's kbb.com.  "If the government is going to get anywhere with this, awareness is going to be job one.  Then, teaching shoppers how this new system works would also be a fairly large undertaking, which may end up being left to salesmen on the dealership lot.  While the old labels maybe don't make the grade, the new proposed program gets a C+ in our book."

Kelley Blue Book's kbb.com frequently conducts one-question home page quick polls to gather consumer insight into a variety of topics.