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Vast Majority of Americans Believe Hybrid Technology Is Strategically Important

Discussion in 'Gen 2 Prius Main Forum' started by zenMachine, May 12, 2009.

  1. zenMachine

    zenMachine Just another Onionhead

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    MILWAUKEE, May 12 /PRNewswire/ -- A new Johnson Controls (NYSE: JCI) survey, conducted by Harris Interactive(R), reveals that more than four in five U.S. adults believe the United States must become a leader in hybrid vehicles (88%), and that the government should support the advancement of battery technology in this country (84%).

    Johnson Controls commissioned the survey, "Powering the United States Hybrid Vehicle Industry," to understand consumer sentiment regarding hybrid vehicles and to gain insight into the challenges and opportunities for broad market acceptance in the United States. The online survey of more than 2,000 U.S. adults, conducted in March 2009, finds that the biggest reasons why U.S. adults think it is important that America become a leader in hybrid technology are to reduce the nation's reliance on foreign oil (81%), create jobs (67%), and reduce the U.S. impact on the environment (64%).


    In fact, 90 percent of U.S. adults are open to choosing a hybrid if they were in the market for a new vehicle. However, they also perceive major obstacles to such a purchase today, most notably cost concerns: Four in five adults (80%) think financial barriers such as purchase price and/or insufficient cost savings prevent people from buying a hybrid car. At the same time, most see incentives and tax credits as an effective way to encourage consumers to purchase hybrid cars (84%). Among adults who do not already own a hybrid, more than one in three (35%) would buy a comparable hybrid vehicle as long as it was priced the same as the gasoline-powered equivalent, and more than one in five (23%) would be willing to pay more. However, one-third would expect to pay less.


    Johnson Controls :: Vast Majority of Americans Believe Hybrid Technology Is Strategically Important for United States, Finds Johnson Controls Survey
     
  2. ggood

    ggood Senior Member

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    I just love being right: :D

    "The survey also suggests a need for consumer education, because most people admit they don't really grasp how hybrids work or understand the differences between the types of hybrid applications that are available," she added. ... When asked what might prevent people from buying a hybrid car, 49 percent of adults cite reluctance to sacrifice features such as size and horsepower, and 42 percent express concerns that hybrids might mean inferior performance, lack of speed, or a poor driving experience. Further, nearly half (47%) believe lack of understanding about hybrids in general prevents people from buying them, and an even greater number (59%) have no idea what the distinctions are between different types of hybrids."

    Hey Prius Team, you guys already knew all this and are addressing it in your advertising and marketing efforts, right? :bounce:
     
  3. mcsj

    mcsj Member

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    And strangely if you ask Americans to choose between Hybrid and Powerful SUV, 99.9999% of American will pick a SUV.
     
  4. a priori

    a priori Canonus Curiosus

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    Perfect! If that doesn't give Toyota a bit of valuable marketing information, I don't know what would. (Well, I suppose a more in-depth and detailed marketing survey would . . .)

    I thing you're overstating this by a high degree. I'd suggest it is more like 99 44/100% ("pure"?)