RF Insights Publishes Findings of Hybrid Car Survey

December 05, 2008

A report by RF Insights and RF's Consumer Marketing group suggests that consumers have heightening interest in hybrid vehicles, despite dropping gas prices.

The report showed that consumers value fuel-efficiecy in a vehicle over other priorities such as comfort, performance, and reliability. Of the 500 Americans surveyed, a vast majority (nearly 90%) expressed interest in trading in their "gas guzzlers" for more a fuel-efficient vehicle.

"The hybrid industry has gone through a significant evolution in the last decade but consumer perceptions have not caught up," said Marty McGough, Director of RF Insights. "As manufacturers balance their portfolio of traditional and hybrid vehicles and weigh their go-to-market strategy, the study reveals a clear need to re-educate consumers on this significant industry transformation. A concise communications strategy conveying how far these vehicles have come, and all they have to offer, is paramount, especially for U.S. automakers.  Any Congressional bailout will likely place restrictions or provide incentives designed to produce more fuel-efficient, next-generation cars."

For more information about RF Insights, please click here.

For more information about RF's Consumer Marketing group, please click here.