Global automotive survey finds six in ten people prefer green cars, even if money no object
1 July 2009
CHICAGO — Leading global market research firm Synovate today released new study findings showing that six in ten people would choose to buy a 'green' car over a dream car, even if money was no object.
Synovate surveyed more than 13,500 people across 18 markets, including the US, about 'green' versus 'dream' cars, vehicle ownership, intent to buy in the next year and attitudes towards cars, traffic, public transport and their need-for-speed.
Dream, green or in between?
Synovate asked respondents to forget about money for a moment and tell us whether they would buy green, dream or in between.
The top answer across all 18 markets, if money was no object, was to buy a green car, with 37% of respondents saying this would be their preference. Thirty percent said they would buy their dream car and a further 22% claimed that 'my dream car is a green car'... meaning that 59% - or very nearly six in ten - showed the desire to go green.
"Car makers are producing more and more options that will appeal to this fast-growing group of green-inclined people," says Synovate's CEO of Motoresearch, Scott Miller.
"But we cannot forget that cars are the ultimate product when it comes to an emotional connection with people. What you drive says more about you than you think. There will always be a group of people who do not want to compromise on dream cars for green reasons. The answer? The 22% who want both are the way of the future. Car makers will produce vehicles that are dream and green."
The nation most likely to simply elect 'green car' was Germany, with 58% choosing the environment over their dream cars.
So where can the dreamers be found? Overall, 30% of people globally would still choose their dream car green-be-damned, comprised of 35% men and 27% women. The single biggest result for dream car came from South Africa where over half of all respondents (53%) would go for their fantasy vehicle over a green one.
In the United States (US), 35% would buy a dream car, 23% chose green and 19% say their dream car is a green car. More American women than men say that their dream car is a green car (20% women versus 17% men).
Purchase intention: Brakes on or gearing up?
Overall, 15% of respondents across all 18 markets surveyed, including 9% in the US, say they will buy a new car in the next 12 months. The new car purchase intenders were topped by India at 38% and Egypt at 24%.
US-based Vice President of Synovate Motoresearch, Tim Englehart, says this is an indicator of where we are economically around the world.
"This clearly shows that car companies have great opportunities in the emerging markets of the world. It needs to be noted that this survey was conducted with urban people from the large cities so, while the results are not representative of the general population of the country, they are absolutely representative of people the car companies may wish to target.
"Many of these people will be first-time buyers and they may not be intending to buy a large family car. For example, a third of urban respondents in India saying they intend to buy a new vehicle is not surprising but this number would be growing with the introduction of a US$2,000 Tato Nano. This car has the entire industry buzzing."
A further 6% of survey respondents across the 18 markets say they will buy a used car in the next year, including 7% of Americans.
Englehart says this may be a relatively small amount but car companies have an emerging opportunity in this market.
"There's a strong chance for a second bite at the cherry when it comes to their branded cars. Our survey showed that over half of all respondents (53%) agree they would be happy to pay more for a used car if it came with a manufacturer certification and warranty."
South Africa (18%) as well as the US, Malaysia and Thailand (all 15%) were tops among the households globally in which more than two cars can be found.
Does public transport have legs?
Overall, 14% of respondents across the 18 markets say they will use public transport more often in the coming year. The highest level of agreement was in China at 39%. The lowest level of agreement was in the U.S. at 2%.
The survey also asked if people would be riding bikes or walking more often and 9% of people globally agreed that they would, including 5% of Americans.
CEO of Synovate Motoresearch, Scott Miller, says, "Two car households will become one car households. More and more, owning a car may not be viewed as that responsible.
"Smart car makers are already working to find types of vehicles and performance characteristics that will not make people feel responsible for environmental damage; and working to stop the reputation that cars are bad for the world.
"So it's not all doom and gloom - not by a long shot. Quite simply, cars are freedom... and people value freedom above most other things. If they continue to enjoy guilt-free freedom, the car will stay a large part of daily lives for many people."
Governments taking the wheel
The Synovate survey asked people whether they agreed with 'I think it's reasonable in a recession for car manufacturers to receive financial assistance from Governments'. The question was posed in March 2009, ahead of the US Government's General Motors investment, but well after many other Governments stepped in, in a variety of ways.
Overall, 41% of people globally agree that auto industry assistance is reasonable in a recession. Most of the markets surveyed have national car industries in common, so there's a strong cultural variability on whether people thought those industries and jobs should be influenced by a Government or left alone.
The top markets for agreeing that Governments might step in were South Africa (63%) and Turkey (60%).
Least likely to support Government interventions were the Japanese (67% disagreed with the statement) and Americans (65% disagreed).
Synovate's Tim Englehart puts the North American responses down to through-and-through capitalism.
"We're going through an extraordinary time in the US in particular at the moment but this does not change the fact that both Canada and the US are among the most capitalistic countries in the world. That kind of background and national philosophy doesn't change overnight."
About the Synovate global 'Dream versus green' cars survey
This car survey was conducted in March 2009 across 18 markets – Australia, Brazil, Canada, China, Egypt, France, Germany, Greece, India, Japan, Korea, Malaysia, South Africa, Thailand, Turkey, the United Arab Emirates (UAE), the United Kingdom (UK) and the United States of America (US). It covered over 13,500 urban respondents. For more information, visit In:fact or contact infact@synovate.com.
Contact(s) for this press release
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Jennifer Chhatlani
Global Marketing Director |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.