Study Highlights Consumer Discussion of Green Auto Issues

March 31, 2008

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TORONTO, Ontario — According to a recent study, automakers and dealers may be best-served by highlighting the economic benefits of their green vehicles.

BrandIntel's "Managing Sustainability: Analyzing User Generated Content to Under the Issue" study found the industry's ecological issues are most important to consumers when they affect their own financial well-being.

"Our research suggests that consumers are voicing concerns about green issues almost exclusively in the context of their personal economics — green is good, but it's most potent when it aligns with the consumer's wallet," explained Alan Dean, vice president of research at BrandIntel.

Essentially, the study analyzed online consumer discussion regarding the issues surrounding green auto technologies.

Consumers focused on such issues as fuel economy and alternative vehicles, but discussed more in-depth issues as well

"Consumers are also quick to see which auto manufacturers have credibility creating green vehicles and which manufacturers put in 'just enough effort' to appear green," Dean continued.

"Additionally, consumers have moved beyond the surface issues and are engaged in complex discussions about the lifetime environmental footprint of new technologies."

Some of the report's key findings included the following:

—More than four-fifths of the discussions revolved around fuel economy. Experts indicated that this points toward a perception of increased value from green technologies, leading to a greater willingness to consider more economic choices.

—Consumers viewed automakers not in support of new Corporate Average Fuel Economy standards more negatively. For example, they questioned Toyota for not supporting the new standards. Oddly enough, Toyota has normally been viewed as a green company.

—Although diesel technologies have shown progress, the word ‘hybrid' was used three times more than ‘diesel.' Experts suggested that consumers associate ‘green' and 'hybrid' more than ‘green' and ‘diesel.'

—Consumers gave Toyota, Honda, Mercedes and Volkswagen green credibility as those brands tend to offer a wide range of diesel and hybrid vehicles.

On the flip side, consumers did not give several domestic brands green credibility. Experts explained this can be attributed to their large truck and SUV lineups and smaller range of hybrid/diesel vehicles.

For more information, visit www.brandintel.com.

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