Across the alternative fuel category, consideration remains strongest for hybrid vehicles, with 49% of Australian drivers saying they would seriously consider a hybrid vehicle for the quarter to August 2010.

However, consideration for hybrids has declined consistently since the peak in petrol prices in late 2008, even as diesel has continued to rise.

Like hybrids, other alternative fuels, including LPG and fully electric cars, have shown similar declines.


Vehicle Consideration by Alternate Fuel Type


Source: Roy Morgan Single Source (Australia) August 2005 –August 2010. Base: Drivers 18+ n=213,675 (average sample per data point n=3,622. *Respondents are able to choose multiple responses.


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

“Further analysis of the data reveals that those Australian drivers 18+ who would consider a hybrid or electric vehicle are more worried about fuel efficiency and tend to see themselves as environmentalists. In comparison, people who would seriously consider a diesel vehicle consider themselves to be car enthusiasts and require a car that can ‘pull a load.’

“With the decrease in consideration for Hybrids, Electric and LPG, Diesel consideration is set to overtake in the coming months.”

 

Click here to learn more about automotive intentions for the different vehicle types and view our Automotive Currency report. The Automotive Currency Report covers intentions to purchase new vehicles, future intentions 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.


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