The report indicates a gradual decline in consideration of hybrid vehicles; from 62% in the 3 months to August 2008 to 52% in the March 2010 quarter. A similar drop occurred for LPG (Gas) vehicles from 47% to 38% over the same period. Diesel vehicles experienced a rise in consideration from 38% in August 2008 to 45% in the March 2010 quarter, while consideration of a fully electric (plug in) vehicle has been in decline since market entry, down from 32% (May 2009) to 28% in the March 2010 quarter.


Consideration of Alternate Vehicle Fuel Sources


3 monthly moving averages
Source: Roy Morgan Single Source (Australia) November 2004 – March 2010. n=100,839 (average sample per data point n=4,654) * Respondents are able to choose multiple responses.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“The gap between those who would consider purchasing a hybrid vehicle and those who would consider purchasing a diesel model continues to narrow; with trends suggesting diesel consideration will continue to rise.

“Strengthening this shift, diesel consideration amongst drivers intending to buy a new car in the next four years has overtaken that of hybrid vehicles, due to the availability of diesel options continuing to outweigh hybrid alternatives. Currently diesel models are outselling hybrids at around 25 diesels to one hybrid.

"New car buyers who would consider buying a diesel vehicle are more likely to choose a small car than any other body type, with Volkswagen’s Golf especially popular.

“Interestingly, LPG (Gas) consideration has been in decline since August 2008, despite continual Government subsidies for conversion and subsequent media coverage. Fully electric (plug in) vehicles have also experienced a downward trend due to lack of product availability and supporting infrastructure.

“To learn more about the recent trends of alternative fuel vehicles, view our automotive currency report, which also covers intention to purchase a new vehicle, future intention and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.”


Click here for the detailed Roy Morgan Automotive Currency Report.

This report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.


For more details contact:

info@roymorganonlinestore.com