UK & German Consumers Covet Hybrids!

Consumers in Germany and the United Kingdom have expressed strong interest in alternative powertrain options, such as hybrid-electric and clean diesel automobile engine technologies, according to recent study conducted by JD Power

The study was meant to measure consumer familiarity, interest and purchase intent for 13 emerging automotive technologies in Germany and the United Kingdom before as well as after an estimated market value was revealed.

The study found that before the average market price was revealed, interest in hybrid-electric technology ranked sixth and clean diesel ranked 12th among consumers in Germany. Additionally, prior to price introduction, interest in hybrid-electric technology ranked fifth and clean diesel technology ranked sixth among consumers in the United Kingdom.

However, once the average price was revealed, interest in alternative-powertrain technologies increased among consumers in both markets. In Germany, hybrid-electric technology ranked second and clean diesel ranked fifth among consumers. In the UK, clean diesel technology received the highest interest among consumers after the market price is revealed while hybrid-electric technology ranks third.

Apparently, of the 13 features examined in the study, alternative powertrain technologies and especially the clean diesel technology turned out to be the favorite among consumers in Germany and the UK in comparison to the US.

The differences in preference are attributed to tendency of consumers in European markets to purchase smaller vehicles, which are also better suited to hybrid-electric technology. Furthermore, Diesel automobile engines too have a stronger appeal and presence in Europe than in the United States.

During the study, when the respondents were quizzed before the average market price was revealed three features namely, portable navigation devices, built-in navigations systems and active cornering headlight systems (a vehicle-sensing feature used to enhance night driving) invited the highest interest among consumers in both Germany and the UK. At the same time UK's favorite were portable navigation devices, while the German folks were attracted more towards cornering headlight systems.

Another interesting find came after the market price was revealed to consumers. After which consumers in both Germany and the United Kingdom seemed to be much less interested in satellite radio compared with consumers in the US.

Age Wise Preferences

In Germany, consumers ages 38 years or older were more willing to pay the market prices for HD radio, navigation systems, collision mitigation systems, clean diesel technology and active cornering headlight systems, compared with consumers ages 16 to 37. Conversely, consumers ages 38 years or older in the United Kingdom were typically less willing to pay market prices for emerging technologies in general compared with younger consumers.

Gender Wise Preferences

Among consumers in both Germany and the United Kingdom, males expressed higher levels of awareness for the 13 emerging technologies included in the study, compared with females. In both markets, one of the largest gaps in awareness between males and females seemed to exist when considering awareness of premium surround sound.

Hybrids, of late have garnered a lot of interest, and the real or perceived disadvantages of hybrids seem to be waning away at a much faster rate. Perhaps skyrocketing gas prices have had a big contribution to the fast changing perceptions. Nevertheless, the auto part manufactures and automakers now know for sure what consumers want?