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.