Green Consumer Attitudes - Automotive in Germany
Datamonitor, November 2010, Pages: 38
Companies within the automotive industry are developing products and services to harness the opportunities represented by environmentally conscious consumers. Targeting and reaching those customers requires sophisticated intelligence that relates specifically to the utilities industry and includes breakdowns based on demographics, attitudes and behaviors.
Features and benefits:
- An examination of how environmentally conscious German consumers are, and how this translates into green behaviours.
- Detailed analysis of consumer perception about hybrd/electric vehicles compared to conventional cars.
- The key drivers and barriers to hybrid/electric vehicle uptake amongst German consumers.
Highlights:
To harness consumers who are most interested in electric vehicles (EVs) and plug-in hybrid vehicles (PHVs), the automotive industry and utilities companies need to develop innovative ownership or rental schemes with a wide network of fast charging points away from people's homes.
The alternative fuel vehicle (AFV) industry needs to educate consumers about any government incentives that make AFVs more affordable, and highlight the petrol prices and yearly mileage at which AFVs are expected to break even with conventional cars.
Consumers see hybrid/electric vehicles (HEVs) as inferior to conventional cars and are not prepared to pay a premium. Real life exposure and enthusiasm from opinion formers such as motor magazines are necessary.
Your key questions answered:
- Obtain detailed demographic data of consumers who would consider buying a hybrid/electric vehicle.
- Obtain detailed demographic data of consumers who would pay a premium of over 5% for hybrid/electric vehicles.
- Establish market penetration rates for hybrid/electric vehicles by 2011 and 2013.
Overview
Catalyst
Key findings
Green Automotive Industry Trends in Germany
Types of HEV available
Other fuel efficient technologies
Green Consumer Attitudes
Climate change
The availability of fossil fuels
Demographics of consumers who would consider buying an AFV
The Importance of Price
Decision making when buying a new car
Perceptions of HEVs versus conventional vehicles
Willingness to pay a premium for EVs and HEVs, 2010–13
Demographics of those consumers willing to pay a premium of 5% or more for HEVs
Green Motoring in Germany – Outlook
HEV uptake – drivers and barriers
Green attitudes and green motoring uptake
Recommendations and Conclusion
Educate consumers
Invest in EV infrastructure in key test cities
Develop new business models for the purchase of HEVs
Conclusion
Appendix
Definitions
Methodology
Ask the analyst
Datamonitor consulting
Disclaimer
TABLE OF FIGURES
Figure 1: Key environmental issues
Figure 2: Green consumers' attitudes: climate change
Figure 3: Green consumers' attitudes: the future availability of fossil fuels
Figure 4: Green consumers' attitudes: willingness to buy an AFV
Figure 5: AFV buyers: location
Figure 6: AFV buyers: household income
Figure 7: AFV buyers: age
Figure 8: AFV buyers: gender
Figure 9: AFV buyers: living arrangement
Figure 10: AFV buyers: garden ownership
Figure 11: AFV buyers: number of cars in the household
Figure 12: AFV buyers: residence
Figure 13: AFV buyers: driving behavior
Figure 14: AFV buyers: average daily driving distance
Figure 15: Decision criteria when buying a new car
Figure 16: Consumers' perceptions: hybrid/EVs versus conventional vehicles
Figure 17: How much more would you pay for an EV or an HEV?
Figure 18: Consumers willing to pay premium of more than 5%: location
Figure 19: Consumers willing to pay premium of more than 5%: household income
Figure 20: Consumers willing to pay premium of more than 5%: age
Figure 21: Consumers willing to pay premium of more than 5%: gender
Figure 22: Consumers willing to pay premium of more than 5%: living arrangement
Figure 23: Consumers willing to pay premium of more than 5%: garden ownership
Figure 24: Consumers willing to pay premium of more than 5%: number of cars in the household
Figure 25: Consumers willing to pay premium of more than 5%: residence
Figure 26: Consumers willing to pay premium of more than 5%: driving behavior
Figure 27: Consumers willing to pay premium of more than 5%: daily driving distance
Figure 28: Reasons for buying an HEV
Figure 29: Barriers to the uptake of HEVs
Figure 30: Green attitudes and actual green motoring behaviors: consumers who would consider buying an AFV instead of a conventional vehicle
Figure 31: Green attitudes and actual green motoring behaviors: consumers who believe that climate change is a key threat and that their everyday behavior contributes to climate change
Figure 32: Potential AFV increase, 2011–13
TABLE OF TABLES
Table 1: Manufacturers of mass market HEVs
Table 2: Manufacturers of fuel efficient conventional vehicles
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