New Study on What’s Resonating with Hybrid and Electric Car Shoppers

Car shop­per atti­tudes about hybrids and elec­tric vehi­cles tend to ebb and flow with gaso­line prices and oth­er trends. How­ev­er, their atti­tudes are becom­ing more deeply root­ed and are good to know about.

US mar­ket research firm Phoenix Mar­ket­ing Inter­na­tion­al has released find­ings from a study on hybrid and elec­tric vehi­cles – con­sumer atti­tudes and inter­est lev­el.

While OEMs are com­ply­ing with fed­er­al fuel econ­o­my man­dates and mar­ket­ing strate­gies to increase sales in these seg­ments, con­sumers are phas­ing into more accep­tance of the tech­nol­o­gy.

Here are some key points from the study:

  • Men­tion­ing MPG in adver­tise­ments isn’t enough; there’s more aware­ness and inter­est in the tech­nol­o­gy – hybrid diesel, elec­tric – for it to be con­sid­ered a “green” ad. Ads for the Nis­san Leaf, Chevy Volt, and Volk­swa­gen TDI Clean Diesel have achieved strong results. Volk­swa­gen has been doing a lot of video stream­ing mar­ket­ing late­ly for sev­er­al of its vehi­cles late­ly, which is a strong method for reach­ing younger car shop­pers.
  • Best per­form­ing ads are mes­sag­ing on inno­va­tion, both for lux­u­ry and non-lux­u­ry con­sumers. Inno­va­tions that lead to bet­ter fuel econ­o­my or alter­na­tive fuel vehi­cles res­onate the most, espe­cial­ly in younger age brack­ets. (This would be help­ful to reach Mil­len­ni­als and GenY­ers, who are much less inter­est­ed in buy­ing and own­ing cars than their Baby Boomer pre­de­ces­sors.)
  • “The increased pres­ence, aware­ness, and con­sid­er­a­tion of alter­na­tive fuel vehi­cles across the indus­try mean it is cru­cial for all auto­mo­tive brands to hone the ‘green’ angle of their image and relat­ed com­mu­ni­ca­tions,” accord­ing to Phoenix ana­lyst Kevin Sev­er­ance.


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