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Study Reveals Uneducated Car Buyers Could Mean Trouble for Global Warming Treaty

15 December 1997

Study Reveals Uneducated Car Buyers Could Mean Trouble for Global Warming Treaty

 Hard Cash and Trendy Vehicles Place Above the Environment for Most Americans

    GLENDALE, Calif., Dec. 15 -- According to a national consumer
study, a good portion of Americans would gladly trade a clean environment for
a hot new sports utility vehicle or cold hard cash.  Conducted by the
Glendale, California-based market research firm, the Dohring Company, the
study reveals that a major educational effort is needed if the Global Warming
Treaty is to have any impact on America's love for high-emission, gas-guzzling
vehicles.
    While 62 percent of the car buyers polled felt that their state government
should issue regulations requiring automotive manufacturers to sell electric
or zero emission vehicles in their states, and more than 70 percent of those
consumers polled were personally interested or highly interested in reducing
the amount of air pollution created by their motor vehicle, 39 percent still
intend to purchase a fuel-thirsty truck, sport utility vehicle, minivan or
full-sized van for their next vehicle.
    "It is clear that consumers are concerned about the effects their vehicles
have on the environment and most are at least willing to do something about
it.  However, in order to effect a change in the habits of America's highly
mobile and car-loving public, citizens must be educated on the choices
available to them that can help curb the energy gorge currently underway.
Carbon dioxide restrictions will likely be a tough sell to the American
public, who have long enjoyed some of the World's cheapest fuel prices," said
Sara West, a spokesperson for the Dohring Company.
    Not surprisingly, the study reveals price as a major factor influencing
car buying choices.  According to West, if electric vehicles were available in
their area, over 31 percent of consumers (31.5%) said that they would
definitely or probably consider purchasing such vehicles in the future.
However, if those consumers polled knew that the annual operating expense of
an electric vehicle was going to be less than a gasoline vehicle, the number
of car buyers who would definitely or probably consider purchasing such
vehicles in the future increases to nearly half (47.1%), with only 26 percent
who then replied that they would probably not or definitely not purchase such
a vehicle.
    The Dohring Company, Inc. is North America's largest provider of custom
market research to the retail automotive industry.  The Glendale firm has
conducted over 3,500 studies for automobile dealers, automotive dealer
advertising associations, automakers and suppliers, and more than one million
vehicle buyer interviews.

SOURCE  The Dohring Company, Inc.