Nearly one-third of new-vehicle buyers indicate they have some level of purchase consideration for a vehicle with a clean diesel engine — about the same number that indicate they have heard of clean diesel technology, according to a JD Power survey.
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The JD Power and Associates Consumer Diesel Overview Study found that of the more than 5,200 survey respondents, 12 percent say they are “very likely” and 19 percent indicate they are “somewhat likely” to purchase a new vehicle with a clean diesel engine. Despite these numbers, only 5 percent of respondents say they are “very familiar” with clean diesel technology.
“Consumers are already aware of traditional diesel engines and many have developed a rather negative image of them,” said Thad Malesh, director of the alternative power technology practice at JD Power and Associates. “Manufacturers have to combat the negative attitudes toward diesel engines and inform consumers that clean diesel is cleaner, quieter and more environmentally friendly than the diesels that are on the road today.”
Clean diesel technology was defined for survey respondents as “comparable performance of that of a gasoline engine, but the typical diesel noise, vibration and pollution have been reduced to that of a gasoline engine.”
While 34 percent of consumers see a benefit of better fuel economy, the same percentage of respondents don’t know of any benefit for diesels, and 59 percent would not consider purchasing a vehicle with a traditional diesel engine, which they associate with pollution, odour, noise and performance issues.
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By GlobalDataOne of the key reasons consumers give for considering clean diesel technology is that they expect these engines to have cleaner emissions, along with better fuel economy, power, durability and dependability. Of the 46 percent of respondents who are unlikely to
consider this technology, the primary reasons given for lack of intent are the need for more information and concern about the availability of diesel fuel, as well as some of the traditional concerns about diesel engines, including noise and pollution.
JD Power says that the study also shows consumers most expect to see diesel engines in full-size and compact pickups, while they least expect clean diesel engines in minivans and entry SUVs.
