Price still trumps emissions when it comes to priorities for motor manufacturers’ customers. That’s a key finding from SMMT’s annual issues’ survey, which pooled the views of more than 100 industry bosses. The report will be published in full on 27 November.
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In May this year, SMMT commissioned an Ipsos-MORI report that revealed similar findings from the perspective of customers. Women and Motoring found that price and running costs were twice as important to female new car buyers as low emissions.
“Of course, price will remain an important factor for all new vehicle buyers,” said Christopher Macgowan, SMMT chief executive. “However, we all appreciate that low emissions should be higher up the list of priorities. Campaigns like ActOnCO2 and the industry’s colour-coded label have helped drive this message home for new car buyers. We need more joined-up thinking to continue to drive demand for all types of lower-carbon vehicles.”
The issues survey suggests that industry captains believe they are leading demand for greener products through investment in new technology. But they also acknowledge that financial incentives are crucial in creating consumer demand for lower carbon vehicles.
Tax incentives and cheaper fuels were seen as the most important contributors in driving demand, followed by re-fuelling infrastructure, sustainable fuel production and better consumer information. However, crucially, more than half of respondents (56 per cent), felt that no factor could be taken in isolation.
“Our colleagues in the industry clearly feel that partnership between industry, government, fuel companies and consumers is the best way to deliver sustainable motoring sooner and most effectively,” added Macgowan.
The issues survey will be free to download from the SMMT website from 18:00 on 27 November 2007.
