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Ruder Finn Insights study provides insight in advance of L.A. Auto Show to help auto manufacturers develop hybrid go-to-market communications strategy
LOS ANGELES, Nov. 19 /PRNewswire/ -- A new survey conducted by Ruder Finn Insights, the in-house research division of Ruder Finn, Inc., reveals that hybrid vehicles are increasingly appealing to consumers despite diminishing prices at the pump, though many perceptions of hybrids are out-of-date and based on initial impressions formed nearly a decade ago.
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With high prices at the gas pump earlier this year and a general increase in awareness around environmental issues, this report, available by request from RF Insights, sets the stage for a raft of announcements and new product reveals taking place throughout the domestic auto show season, beginning with six related hybrid offerings unveiled at the L.A. Auto Show starting on November 21.
Regardless of gas prices, the study shows that for the first time, a majority of Americans are willing to sacrifice perceived reliability, luxury, performance and comfort for better gas mileage as they plan their next vehicle purchase. At the same time, perceptions exist that gas-only cars are less expensive, more luxurious, and offer better design and comfort. Only six percent of respondents think hybrids are luxurious and just 12 percent feel they are better priced.
Additional findings of the online “The Hybrid Attitude Survey” of more than 500 Americans found that:
- Two in three respondents said they were likely to purchase a hybrid vehicle within the next three years
- More than 80 percent of respondents said they would like to sell their gas guzzlers for more fuel-efficient cars today, but 87 percent stated they cannot afford to do so. This situation is likely slowing the demand for and purchase of hybrid vehicles.
- In addition, the study showed that major obstacles to purchasing a hybrid vehicle include perceptions that they not only cost more, but are harder to maintain and are not practical for long-distance driving
- Car owners are separated into two equal schools of thought when it comes to the cost of hybrids; half of the respondents polled think they are too highly priced while the other half feel they are priced reasonably
“The hybrid industry has gone through a significant evolution in the last decade but consumer perceptions have not caught up,” said Marty McGough, Director of RF Insights. “As manufacturers balance their portfolio of traditional and hybrid vehicles and weigh their go-to-market strategy, the study reveals a clear need to re-educate consumers on this significant industry transformation. A concise communications strategy conveying how far these vehicles have come, and all they have to offer, is paramount, especially for U.S. automakers. Any Congressional bailout will likely place restrictions or provide incentives designed to produce more fuel-efficient, next-generation cars.”
The official “The Hybrid Attitude” study was conducted by RF Insights, the research arm of one of the world’s largest independent and full-service public relations agencies, in August 2008. It surveyed the opinions of 514 American car owners from a census-balanced and representative online poll. The survey results indicate a margin of error of +-4.2%.
About RF Insights
RF Insights, an award-winning full-service in-house research division of Ruder Finn, Inc., is staffed by a team of professionals with over 20 years of strategic research working with Fortune 100 companies and leading domestic and international not-for-profits and government agencies. Its professionals have conducted numerous polls that have been widely distributed in top-tier media and trade press for such organizations as Advanced Medical Technology Association, American Cancer Society, American Heart Association, American Medical Association: Office of Alcohol and Other Drug Abuse, Annenberg Institute for School Reform at Brown University, Association of College Unions International, Carnegie Foundation, Center for Science in the Public Interest, Coca-Cola Company, Discovery Channel, Discovery Health Channel, FEMA, National Campaign Against Youth Violence, National Geographic Society, and the YMCA.
Media Contact:
Bonnie Berkes
Senior Account Executive
Ruder Finn/West
310-882-4004
818-216-9599 (cell)
berkesb@ruderfinn.com
SOURCE Ruder Finn Insights
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