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Hybrid Technology Acceptance Gaining, However Convenience Items Are Still More Coveted
Hybrid-electric powertrain technology in vehicles garners particularly high interest among consumers both before and after the average market price ($5,000) is revealed, according to the J.D. Power and Associates 2008 U.S. Automotive Emerging Technologies StudySM released today.

The study is designed to measure consumer familiarity, interest and purchase intent for emerging automotive technologies both before and after an estimated market value is revealed.

The study finds that before the market price is revealed, 72 percent of consumers say they are “definitely/probably” interested in having hybrid-electric technology in their next new vehicle. This marks a considerable increase from the 2005 study, when 58 percent of consumers reported they were “definitely/probably” interested in the technology. Additionally, after the average price point of $5,000 is revealed, consumer interest remains relatively high at 46 percent in 2008.

“High consumer interest in hybrid-electric powertrain technology may be reflective of not only rising gas prices but also a heightened effort among consumers to be more environmentally conscious,” said Mike Marshall, director of automotive emerging technologies at J.D. Power and Associates. “Clean diesel technology, however, garners relatively low interest in comparison. One explanation for this may derive from a lack of education with the technology.  Many consumers cannot differentiate between clean diesel and traditional diesel fuel—which in the past had a negative connotation with unpleasant vehicle emissions. As consumers become more educated in the benefits of clean diesel through increased product offers launching later this year, interest in the technology may increase.”

Prior to revealing the average market price, the study also finds that consumer interest is highest for blind spot detection (76%); backup assist (74%); and navigation systems (73%) before the average market price is revealed. After revealing the average market price, interest is highest in backup assist (68%); active cornering headlight systems (65%); and wireless connectivity systems (53%).

“Wireless connectivity, in particular, makes a considerable jump in the rankings after the average price point of $200 is revealed,” said Marshall. “Consumer interest is likely heightened by the fact that more states may prohibit the use of cell phones while driving. Wireless connectivity will potentially become a necessity rather than a luxury as time goes on.”

The study also finds the following key patterns:
  • Among consumers who indicate that they are not interested in a rear-seat entertainment system, more than 30 percent indicate such because they do not transport passengers in their rear seats on a regular basis.
  • Among consumers who say they are not interested in a collision mitigation system—which is an automated safety system that monitors external conditions around the vehicle and warns the driver using visual, physical and audible cues of a potential collision before automatically applying the braking system, tightening seat belts and moving the driver’s seat into the optimal crash position—one of four say they either do not want to give up control of the vehicle, or that they are waiting for the technology to improve before purchasing it.
The 2008 U.S. Automotive Emerging Technologies Study is based on responses from more than 19,000 U.S. consumers. The study was fielded in April 2008. The J.D. Power and Associates 2008 Alternative Powertrain Study,SM which examines the reasons why consumers consider or avoid alternative powertrain vehicles, will be released on July 11.
Hybrid Technology Acceptance Gaining, However Convenience Items Are Still More Coveted



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kut17kut17 - 6/24/2008 3:29:41 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
I think that the Altima Hybrid is the best, affordable hybrid on the market. It's got good features that most cars in that segment don't offer and it's not shy on power. And it gets 35 mpg. Not to mention it doesn't look butt ugly like other hybrids.

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kpaxxkpaxx - 6/24/2008 3:49:05 PM
-1 BoostDrop the Boost Up the Boost
US survey only does not mean much!

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Agent009Agent009 - 6/24/2008 3:55:16 PMView My AgentSpace
+4 BoostDrop the Boost Up the Boost
The largest market in the world doesn't mean much?


Homer007Homer007 - 6/24/2008 5:55:10 PM
+1 BoostDrop the Boost Up the Boost
Kpaxx = Homerized.


henbmwhenbmw - 6/24/2008 4:30:15 PM
+1 BoostDrop the Boost Up the Boost
Solution:

Make gas so expensive that it is inconvenient to pay for it.

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damikcodamikco - 6/25/2008 10:36:55 AMView My AgentSpace
0 BoostDrop the Boost Up the Boost
And then what put evryone out of a job? stop the struggling college students from going to school and graduating?


cericceric - 6/24/2008 8:10:21 PM
-1 BoostDrop the Boost Up the Boost

Blind Spot Monitoring system on Mazda is only $200.
Best option I ever had for $200.
It works the best at nights or in heavy rains.

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truckmentruckmen - 6/25/2008 4:23:41 AM
+1 BoostDrop the Boost Up the Boost
I don't like any of the hybrids for sale today, The preus is unsafe in a collision and has poor braking! So do I want a hybrid? The only hybrid worthy of mentioning is PML's car, 640 hp and for the first three hours of driving you run on the batteries alone, and once the generator kicks in you will then be achieving 80mpg! With 640HP! Now when someone mentions that you should buy a hybrid do you get upset that we have such poor tech in what is currently available! Our goverments don't want anything too good on gas because gas is taxable! The guy that figured out how to power his dune buggy with water was killed.

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huu76huu76 - 6/26/2008 12:22:55 AM
+1 BoostDrop the Boost Up the Boost
Hybrids $5000 more than a conventional car? How old is this report?

Let me guess, they only looked at a base GS350 vs a fully loaded GS450h?

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