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It would seem the car consumer of today is indeed concerned with running a greener car, but it’s not necessarily because they want to do their bit for the planet. Our recent automotive research ‘’The Consumer Journey: Auto-Buyers” found the overwhelming motivator for purchasing a car in the UK was borne out of a desire to save money at the pump, no surprise in the current and persistently gloomy economic times. It’s also worthy to note being green/environmental came much further down the consideration list.
Source: The Consumer Journey: Auto-Buyers (Microsoft Advertising, H2, 2012)
Our recent work with Ford as highlighted in the blog ‘Ford Goes Further with Big Data and Machine Learning’ also highlights how manufactures are not just being green for the environment but thinking about fuel efficient and other benefits the car can bring to the end consumer by having green credentials.
In the UK, beyond running a lower emission car, albeit to save money at the pump, there is probably more confusion around the other greener offerings on the market in the form of hybrid and EV (electric vehicle).
The manufacturers have a tricky job of selling these technologies into the market. Consumers who do take time to investigate are put off by a range of issues. For hybrid the expense, and perceived lack of performance and for EV lack of range and infrastructure among other considerations. The “put off” list of factors is especially high for EV. Currently the only apparent market for these are fleet managers at government agencies and some private organisations keen to lower their carbon footprint.
So does the consumer really care? It would seem most care as far as their wallets are concerned but being green for greens sake? I’m not convinced.
For more download ’The Consumer Journey: Auto-Buyers”
Jamie Noble, Autos Vertical Specialist, Microsoft Advertising UK.
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