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.
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 peoples 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.
Table of Contents :
Key findings 1
Green Automotive Industry Trends in Germany 6
Types of HEV available 7
Other fuel efficient technologies 8
Green Consumer Attitudes 10
Climate change 11
The availability of fossil fuels 12
Demographics of consumers who would consider buying an AFV 13
The Importance of Price 21
Decision making when buying a new car 21
Perceptions of HEVs versus conventional vehicles 22
Willingness to pay a premium for EVs and HEVs, 201013 23
Demographics of those consumers willing to pay a premium of 5% or more for HEVs 24
Green Motoring in Germany Outlook 30
HEV uptake drivers and barriers 30
Green attitudes and green motoring uptake 32
Recommendations and Conclusion 35
Educate consumers 35
Invest in EV infrastructure in key test cities 35
Develop new business models for the purchase of HEVs 36
Ask the analyst 37
Datamonitor consulting 38
TABLE OF FIGURES
Figure 1: Key environmental issues 10
Figure 2: Green consumers attitudes: climate change 11
Figure 3: Green consumers attitudes: the future availability of fossil fuels 12
Figure 4: Green consumers attitudes: willingness to buy an AFV 13
Figure 5: AFV buyers: location 15
Figure 6: AFV buyers: household income 16
Figure 7: AFV buyers: age 16
Figure 8: AFV buyers: gender 17
Figure 9: AFV buyers: living arrangement 17
Figure 10: AFV buyers: garden ownership 18
Figure 11: AFV buyers: number of cars in the household 18
Figure 12: AFV buyers: residence 19
Figure 13: AFV buyers: driving behavior 19
Figure 14: AFV buyers: average daily driving distance 20
Figure 15: Decision criteria when buying a new car 21
Figure 16: Consumers perceptions: hybrid/EVs versus conventional vehicles 22
Figure 17: How much more would you pay for an EV or an HEV? 23
Figure 18: Consumers willing to pay premium of more than 5%: location 25
Figure 19: Consumers willing to pay premium of more than 5%: household income 25
Figure 20: Consumers willing to pay premium of more than 5%: age 26
Figure 21: Consumers willing to pay premium of more than 5%: gender 26
Figure 22: Consumers willing to pay premium of more than 5%: living arrangement 27
Figure 23: Consumers willing to pay premium of more than 5%: garden ownership 27
Figure 24: Consumers willing to pay premium of more than 5%: number of cars in the household 28
Figure 25: Consumers willing to pay premium of more than 5%: residence 28
Figure 26: Consumers willing to pay premium of more than 5%: driving behavior 29
Figure 27: Consumers willing to pay premium of more than 5%: daily driving distance 29
Figure 28: Reasons for buying an HEV 30
Figure 29: Barriers to the uptake of HEVs 31
Figure 30: Green attitudes and actual green motoring behaviors: consumers who would consider buying an AFV instead of a conventional vehicle 32
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 33
Figure 32: Potential AFV increase, 201113 34
TABLE OF TABLES
Table 1: Manufacturers of mass market HEVs 8
Table 2: Manufacturers of fuel efficient conventional vehicles 9
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