Green and Hybrid Automobiles in the United States 2008 - Market Research Reports

Contents:

Scopes and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Executive Summary
What green and hybrid means to the economy
What green and hybrid technology is
The very picture of a modern hybrid owner
It took financial calamity of 2008 to slow sales (very temporarily)
What’s next?
Why are car buyers going green?
Breakeven cost analysis
The green-machine showdown: diesel vs. hybrid
Toyota leads the market hands down, and not only with the Prius
Innovation coming fast and furious
Advertising and promotions are amazingly committed to a product that is barely available
Hybrids aren’t only because of heavy marketing—consumers are quite positive
Prius owners
Purchase factors—better mileage and less pollution
Are new vehicles getting smaller? Surprisingly, no.
How happy is a Prius owner? The answer is encouraging, but shows challenges ahead
People that own a Prius must really be committed—they aren’t the ones that could benefit most
Reasons for not purchasing a hybrid shows lots of opportunity
Market Size and Forecast
Key points—fast market hits a speed bump
From rare to everywhere
Figure 1: Total U.S. sales of hybrid vehicles, 2004-08
Figure 2: Total U.S. sales of hybrid vehicles, by month, 2004-08
Figure 3: Hybrids’ share of total U.S. sales of new vehicles, 2005-08
Competitive Context

To hybrid or not to hybrid
Cost/benefit analysis
The green-machine showdown: diesel vs. hybrid
Overall Segment Performance
Figure 4: Comparison of hybrid vehicles, by strong vs. mild, mpg, and msrp, 2008
Retail Channels
Limited retail sales channels
Market Drivers
Hybrids strictly an American phenomenon—Europe prefers diesel
Figure 5: Top five global hybrid markets, and top five U.S. cities, CYTD June 2008
Figure 6: Diesel share of new car registrations, Western Europe, 1990-2007
Figure 7: Population, by age, 2003-13
Leading Companies and Brand Share
Key points
Figure 8: Total U.S. sales of hybrid vehicles, by manufacturer, August 2008
Figure 9: Total U.S. sales of hybrid vehicles, by make and model, August 2008 vs. July 2008 and CYTD 2007-08
Figure 10: Total U.S. sales of hybrid vehicles, by make/model and manufacturer, August 2008
Figure 11: Hybrids as a percentage of model sales, August 2008
Figure 12: Total U.S. sales of leading hybrid vehicles, by model, 1999-2008
Innovation and Innovators
Toyota leads the way
Almost hybrid
PHEVs
Advertising and Promotion
Overview—big dreams, bold promises
Analysis of 12 different car brand green/hybrid ads
Figure 13: BMW television ad, 2008
Figure 14: Buick television ad, 2008
Figure 15: GMC Yukon television ad, 2008
Figure 16: Chevy television ad, 2008
Figure 17: Chevy Equinox television ad, 2008
Figure 18: Ford Escape television ad, 2008
Figure 19: Honda Accord television ad, 2008
Figure 20: Honda Civic television ad, 2008
Figure 21: Hyundai Sonata television ad, 2008
Figure 22: Lexus television ad, 2008
Figure 23: Nissan television ad, 2008
Figure 24: Saab television ad, 2008
Figure 25: Saturn television ad, 2008
Figure 26: Toyota Prius television ad, 2008
Figure 27: Toyota branding television ad, 2008
Ownership Facts of Vehicles Purchased or Leased
Key points
Figure 28: Percentage of vehicles that are compacts, February 2007-March 2008
Figure 29: Percentage of respondents that buy new, used, or lease a vehicle, 2004-07
Figure 30: Number of vehicles in the household, February 2007-March 2008
Figure 31: Finance method for cars bought new, February 2007-March 2008
Figure 32: Information sources used when acquiring a new vehicle, February 2007-March 2008
Figure 33: Cost of vehicles bought new or leased, February 2007-March 2008
Size of Vehicle Acquired—Focus on Compact Owners
Key points
Figure 34: Incidence of buying or leasing a vehicle in the past 24 months, June/July 2008
Figure 35: Incidence of buying or leasing a compact or smaller car in the past 24 months, by demographic groups June/July 2008
Prius Owners
Key points
Figure 36: Prius purchasers, by demographic groups, June/July 2008
Length of Ownership
Key points
Figure 37: Length of ownership of vehicle purchased in the past 24 months, June/July 2008
Type of Vehicle Previously Owned
Key points
Figure 38: Type of vehicle previously owned, June/July 2008
Purchase Factors
Key point
Figure 39: Most important purchase factors, June/July 2008
Figure 40: Least important purchase factors, June/July 2008
Strategies Used when Dealing with Car Dealers
Key points
Figure 41: Strategies used when dealing with car dealers, June/July 2008
New Vehicles Getting Smaller?
Key points
Figure 42: Size of most recently acquired vehicle compared to their previous one, June/July 2008
Information Sources that Lead to Purchase
Key points
Figure 43: Important factors in the purchase or lease of a compact or smaller car, June/July 2008
Amount Spent on Vehicle
Key point
Figure 44: Amount spent on vehicle, June/July 2008
Overall Satisfaction with Vehicle
Key points
Figure 45: Overall satisfaction—how happy are you with this vehicle?, June/July 2008
Figure 46: Overall satisfaction—would you buy/lease this vehicle again?, June/July 2008
Figure 47: Overall satisfaction—is gas mileage as good as you expected?, June/July 2008
Figure 48: Overall satisfaction—are maintenance costs what you expected?, June/July 2008
Figure 49: Overall satisfaction—is it fun to drive?, June/July 2008
City vs. Highway Driving
Key points
Figure 50: Portion of driving that is in the city, June/July 2008
Reasons for Not Purchasing a Hybrid or Smaller Vehicle
Key points
Figure 51: Reasons for not purchasing a hybrid, June/July 2008
Figure 52: Reasons for not purchasing a compact or smaller vehicle, June/July 2008
Appendix: What is “Green”? What is a Hybrid?—A Detailed Definition
Green
Hybrid
Mild hybrids
Strong hybrids
Plug-in hybrid
Green and hybrid technology rating system
Air pollution score
Fuel economy
Greenhouse gas score
Vehicle rating system
Appendix: Trade Associations