Wednesday, September 8, 2010
Autobytel Study Says Consumers Anticipating Green Cars in Showrooms
What consumers think about green cars is a very big deal this year and beyond - by December, the Chevy Volt, Nissan Leaf, and Coda sedan will be in dealerships and other anticipated products are in the pipeline. Autobytel just released its most recent What's Hot Now report, which found out more than half of consumers in the study are interested in buying a green car in the next 12 months.
In the wake of the Gulf oil spill and concerns about the environment and the (Great Recession) economy, consumers are interested in vehicles that can contribute to a greener earth as well as lessen the impact on their pocketbook. Biggest reasons: economics and better gas mileage, followed by being environmentally responsible and reducing dependence on foreign oil. As I've looked at other buyer surveys and studies that have come out this year, and interviewed industry leaders, I’m seeing four key potential buyer categories, with crossovers between them: Early Adopters – first to buy iPad and other cool tech toys; Green – concerned about tailpipe emissions and sustainability; Energy Independence – dislike foreign oil and offshore spills; and Pocketbooks – with a tipping point being gas prices, fuel efficiency, and lifecycle ownership costs.