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Green Consumer Attitudes - Automotive in Germany

Abstract

Introduction

Companies within the automotive industry are developing products and services to harness the opportunities represented by environmentally conscious consumers. Targeting and reaching those customers requires sophisticated intelligence that relates specifically to the utilities industry and includes breakdowns based on demographics, attitudes and behaviors.

Features and benefits

  • An examination of how environmentally conscious German consumers are, and how this translates into green behaviours.
  • Detailed analysis of consumer perception about hybrd/electric vehicles compared to conventional cars.
  • The key drivers and barriers to hybrid/electric vehicle uptake amongst German consumers.

Highlights

To harness consumers who are most interested in electric vehicles (EVs) and plug-in hybrid vehicles (PHVs), the automotive industry and utilities companies need to develop innovative ownership or rental schemes with a wide network of fast charging points away from people' s homes.

The alternative fuel vehicle (AFV) industry needs to educate consumers about any government incentives that make AFVs more affordable, and highlight the petrol prices and yearly mileage at which AFVs are expected to break even with conventional cars.

Consumers see hybrid/electric vehicles (HEVs) as inferior to conventional cars and are not prepared to pay a premium. Real life exposure and enthusiasm from opinion formers such as motor magazines are necessary.

Your key questions answered

  • Obtain detailed demographic data of consumers who would consider buying a hybrid/electric vehicle.
  • Obtain detailed demographic data of consumers who would pay a premium of over 5% for hybrid/electric vehicles.
  • Establish market penetration rates for hybrid/electric vehicles by 2011 and 2013.

Table of Contents

  • Overview
  • Catalyst
  • Key findings
  • Green Automotive Industry Trends in Germany
  • Types of HEV available
  • Other fuel efficient technologies
  • Green Consumer Attitudes
  • Climate change
  • The availability of fossil fuels
  • Demographics of consumers who would consider buying an AFV
  • The Importance of Price
  • Decision making when buying a new car
  • Perceptions of HEVs versus conventional vehicles
  • Willingness to pay a premium for EVs and HEVs, 2010-13
  • Demographics of those consumers willing to pay a premium of 5% or more for HEVs
  • Green Motoring in Germany - Outlook
  • HEV uptake - drivers and barriers
  • Green attitudes and green motoring uptake
  • Recommendations and Conclusion
  • Educate consumers
  • Invest in EV infrastructure in key test cities
  • Develop new business models for the purchase of HEVs
  • Conclusion

Appendix

  • Definitions
  • Methodology
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer

TABLE OF FIGURES

  • Figure 1: Key environmental issues
  • Figure 2: Green consumers' attitudes: climate change
  • Figure 3: Green consumers' attitudes: the future availability of fossil fuels
  • Figure 4: Green consumers' attitudes: willingness to buy an AFV
  • Figure 5: AFV buyers: location
  • Figure 6: AFV buyers: household income
  • Figure 7: AFV buyers: age
  • Figure 8: AFV buyers: gender
  • Figure 9: AFV buyers: living arrangement
  • Figure 10: AFV buyers: garden ownership
  • Figure 11: AFV buyers: number of cars in the household
  • Figure 12: AFV buyers: residence
  • Figure 13: AFV buyers: driving behavior
  • Figure 14: AFV buyers: average daily driving distance
  • Figure 15: Decision criteria when buying a new car
  • Figure 16: Consumers' perceptions: hybrid/EVs versus conventional vehicles
  • Figure 17: How much more would you pay for an EV or an HEV?
  • Figure 18: Consumers willing to pay premium of more than 5%: location
  • Figure 19: Consumers willing to pay premium of more than 5%: household income
  • Figure 20: Consumers willing to pay premium of more than 5%: age
  • Figure 21: Consumers willing to pay premium of more than 5%: gender
  • Figure 22: Consumers willing to pay premium of more than 5%: living arrangement
  • Figure 23: Consumers willing to pay premium of more than 5%: garden ownership
  • Figure 24: Consumers willing to pay premium of more than 5%: number of cars in the household
  • Figure 25: Consumers willing to pay premium of more than 5%: residence
  • Figure 26: Consumers willing to pay premium of more than 5%: driving behavior
  • Figure 27: Consumers willing to pay premium of more than 5%: daily driving distance
  • Figure 28: Reasons for buying an HEV
  • Figure 29: Barriers to the uptake of HEVs
  • Figure 30: Green attitudes and actual green motoring behaviors: consumers who would consider buying an AFV instead of a conventional vehicle
  • Figure 31: Green attitudes and actual green motoring behaviors: consumers who believe that climate change is a key threat and that their everyday behavior contributes to climate change
  • Figure 32: Potential AFV increase, 2011-13

TABLE OF TABLES

  • Table 1: Manufacturers of mass market HEVs
  • Table 2: Manufacturers of fuel efficient conventional vehicles
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