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Background Fuel prices are rising Consumers are looking for more economical vehicles. Hybrid/diesel vehicles are becoming more common. Government standards are increasing Automakers have to boost fleet wide gas mileage to 35 mpg by 2020 (includes all passenger vehicles, even light trucks).

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background
Background
  • Fuel prices are rising
    • Consumers are looking for more economical vehicles.
    • Hybrid/diesel vehicles are becoming more common.
  • Government standards are increasing
    • Automakers have to boost fleet wide gas mileage to 35 mpg by 2020 (includes all passenger vehicles, evenlight trucks).
putting the data into context
Putting the data into context
  • Report covers October 1 to December 31, 2007
  • This report focuses on environmental issues in conjunction with the automotive industry rather than environmental issues on their own.
    • Ex: “Climate Change” is not whether consumers believe it to be real, fake, good or bad. It is about consumers’ perceptions of how climate change affects the automotive industry, and vice versa.
applying the research
Applying the research
  • Do consumers care about green issues and why?
    • Where do they talk about it?
  • Which companies have green credibility and why?
  • Understanding the conversations about green technologies
    • What are consumers saying?
sustainability breakdown

[The graphs above are based on 1,189 consumer mentions]

[“Other” consists of: Carbon Offsets, & Reporting]

Sustainability breakdown
  • Consumer discussion is focused on Fuels/Alternative Technologies, specifically Fuel Economy and Hybrid Vehicles.
  • Consumers care about green issues when they align with their economic interests.
  • Automakers not wanting to support new CAFE (Corporate Average Fuel Economy) standards are viewed negatively by consumers.
  • Consumers speak positively about the effects of hybrid vehicles on the environment.
sustainability breakdown continued
Sustainability breakdown continued…

Only the top 10 attributes are shown

are consumers green just for the green
Are consumers green just for the green?
  • Consumers discuss hybrids and fuel economy the most
    • Limited discussion of non-fuel economy green issues.
    • When green aligns with their economic interests (i.e. fuel economy), consumers buy in.
  • So maybe we’re all rainforest destroying mercenaries…
signs of altruism and sophisticated thinking
Signs of altruism and sophisticated thinking
  • Hybrid sentiment is less positive than diesel sentiment
    • Why?
    • Under the hood, we find lively, engaged debate.
    • Diesel, by comparison, is a proven technology.
    • Not a Great Leap Forward, but one small step that’s reliable and uncomplicated.
which manufacturers have green credibility
Which manufacturers have green credibility?
  • Toyota, Honda, Volkswagen and Mercedes have green credibility due to their hybrid and diesel vehicles.
  • GM, Chevrolet and Chrysler do not have green credibility due in part to their large fleets of trucks and SUVs, as well as a weaker diesel/hybrid vehicle lineup.
green vocabulary
Green vocabulary
  • Of the 875 unique comments, 80% of them (702) contained at least one word from the table above (plus seven that were not shown due to small sample size).
  • Hybrid was mentioned over three times as often as diesel; for now, hybrid owns the market, but diesel is gaining ground.
summary
Summary
  • Consumers care about green issues when it aligns with their economic interests
    • They are willing to go hybrid, but only if the cost isn’t prohibitive for what they are receiving (Civic versus Malibu Hybrid).
  • Which manufacturers have the most green credibility?
    • Toyota, Honda, Mercedes, Volkswagen