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Viewing report
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2010 Cross-Region Comparison Vehicle Owners' Perceptions of Materials Used in the Production of Vehicles
Frost & Sullivan, Dec 2010, Pages: 51
This study compares US and EU consumers' knowledge and perception of materials used in the production of vehicles. Both groups perceive themselves as having rather low or moderate awareness of the materials, and such knowledge is only moderately important for the majority of both groups. The highest level of importance is placed on structural frame / chassis and engine / drive-train components. Americans place slightly higher importance on materials than Europeans. Both groups perceive vehicles made of environmentally friendly materials in a similar manner. Americans claim significantly higher influence of BP Oil Leak in the Gulf of Mexico on their future purchase decisions of more environmentally friendly vehicles.
This research service titled 2010 Cross-Region Comparison Vehicle Owners' Perceptions of Materials Used in the Production of Vehicles assesses and compares American and European consumers’ awareness and perception of sustainable materials such as reinforcing fibres, bioplastics and lubricant oils. The objective of the study is to identify and analyse the materials that are perceived as the best in specific vehicle applications. It also determines and compares the level of importance placed on the types of materials used to manufacture different vehicle components by vehicle owners in the United States of America and Europe. It compares Americans’ and Europeans’ willingness to purchase a vehicle made of more environment-friendly materials.
Market Overview
American and European Vehicle Owners Perceive Themselves as Having Low or Moderate Awareness of Materials Used in their Vehicles
The majority of respondents in both America and Europe consider knowledge of the materials used in their vehicles only moderately important, the average rate being 4.58 on a scale of 7 among Americans. This is only slightly higher than Europe’s score of 4.06 on a scale of 7. Both European and American vehicle owners perceive themselves as having low (3.72) or moderate (4.33) awareness, respectively, of the materials used to manufacture their vehicles. “The highest importance is accorded to structural frame/chassis and engine/drive-train components,” says the analyst of this research. “The most contributing attributes to rating a material ‘important’ are in line with most important attributes in the vehicle purchase process: reliability/durability and safety rating.”
Roughly, one-third-two-thirds of vehicle owners accurately identify the correct definitions of the different materials surveyed, with Europeans outscoring Americans on biolubricants, bioplastics and carbon filters. Americans fared better when asked to define plastic composites and polycarbonate plastics. Overall, accurate awareness was, at best, ‘moderate’ in both regions. Evidently, many vehicle owners need to be educated not only about the names of various materials, but also their benefits and characteristics. “Americans and Europeans perceive vehicles made of environment-friendly materials similarly in terms of costs and the material’s impact on the environment,” notes the analyst. “However, European consider environmentally friendly vehicles significantly safer than Americans do (mean scores of 5.32 and 4.97, respectively).” Both groups claim similar levels of purchase likelihood.
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