The vast majority of new vehicle shoppers currently in the US market do not see diesel as a likely mainstream fuel source in the future, according to a study by auto consumer guide Kelley Blue Book (KBB).
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The January 2008 results showed that only 6% of shoppers though diesel was most likely to succeed in becoming a mainstream vehicle powertrain type, compared with 40% who said hybrids, 20% hydrogen fuel cell and 17% who cited flexible-fuel [ethanol mix] systems.
“Interest in diesels is steadily declining among in-market new-vehicle shoppers, while interest in hybrids continues to grow,” KBB said in a statement.
“The gap between shoppers’ interest in diesels versus hybrids has greatly widened particularly in the last month, with the nine-point gap in December 2007 jumping to a 17-point gap in January 2008,” it added.
Asked about their perceptions of diesel engines, nearly half of the in-market new-vehicle shoppers surveyed said they are dirty and noisy. The latest study also showed that shoppers increasingly believe that diesel-powered vehicles get poorer fuel economy than conventional petrol engines, and fewer consumers are seeing diesels as fuel-efficient.
“Many automakers are looking toward diesels as a very workable solution for the future, especially in light of the recently passed energy bill, but the results of this study should give them pause and make them realise they need to do a better, more thorough job of winning over the American consumer,” said KBB analyst Jack Nerad.
“Clearly many Americans still think of the dirty diesels of the past and are not aware of the benefits of new clean-diesel technology. Some manufacturers, such as Volkswagen with its ‘diesolution tour,’ are doing their part to ensure consumers are educated about today’s diesels. However, not enough is being done by the auto industry as a whole to help American consumers understand the benefits of modern-day diesel technology.”
KBB said that while “diesel consideration and favourability [sic]” are declining in the eyes of in-market new vehicle shoppers, hybrids continue to gain favoyr.
In addition to hybrids being seen as the most viable mainstream powertrain choice, interest in hybrids has steadily increased in recent months, with 61% of shoppers saying they were interested in hybrids in the latest study.
When asked about the premium they were willing to pay for a petrol/electric hybrid over a traditional petrol-powered version of the same vehicle, shoppers this month said they were willing to pay an average premium of $US3,135, up from an average of $2,645 in December 2007.
When asked about which hybrid vehicles they would consider for their next purchase or lease in the latest study, in-market new-vehicle shoppers cited the Honda Civic as most popular with 35%followed by the Ford Escape and Toyota Highlander SUVs, each with 23%.
Surprisingly, towards the bottom of the consideration list was the vehicle that put hybrids on the mainstream map – the Toyota Prius — which only scored 12%.
“As auto manufacturers look toward development of future products and technologies, it’s important for them to track, trend and understand current perceptions among in-market new-vehicle shoppers,” said KBB marketing research head Rick Wainschel.
“Knowing where shoppers stand on these issues also can help manufacturers devise successful marketing campaigns to ensure proper education about new technologies and ultimately, success in the sales of their future products.”
