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Car companies take acute consumer insight from the keenly awaited customer attitudes survey.
Hybrids have fallen out of favour with buyers.
While buyers put fuel economy at the top of their priorities in the latest Roy Morgan automotive research, consideration of a hybrid has dropped to rank outside the top 10 of customer attitudes.
"Hybrid consideration has actually dropped," according to Roy Morgan account service director, Ben Pilkington. Of the 15,000 motorists surveyed last year, 52 per cent said they would consider a hybrid, down from 59 per cent in 2008. This pushed possible hybrid buyers to 12th spot. "Although outside the top 10, this figure highlights the potential for future growth in volume, with consumer demand for hybrid vehicles outstripping supply," he says.
Pilkington says there is a strong correlation to interest in hybrid vehicles, as well as fuel economy, when petrol prices rise. That has not been the case in recent months, he says. "In 2008 hybrids figured prominently," he says. "When prices peaked, the importance of fuel economy also peaked."
The latest buyer attitude research shows that fuel economy is more important to most Australian drivers than performance. Women also rank safety and fuel efficiency higher than men. Roy Morgan canvassed the 15,000 drivers nationally over the past 12 months about their views on 31 key motoring attitudes. An overwhelming 79 per cent rank fuel economy higher than performance. Of those who planned to buy a new car within four years, 76 per cent want a car with all the extras as standard.
Apart from economy, prospective buyers say they will only buy a car from a brand that has a proven track record and they want a high level of standard equipment.
"These ranked number two and three in importance," Pilkington says. Most motorists also believe a long warranty is essential and many research widely before deciding on which car to buy. Almost 70 per cent of buyers say safety is their number one priority. "However, among those intending to buy a new car, extras and warranties topped the list," he said. "But fuel economy was also still of great importance."
Men and women also had clear differences in attitudes, he said. "Although high for both genders, women who contribute to 45 per cent of private new car buying intention, were in much stronger agreement about safety and fuel efficiency," he says.
He says car companies keenly awaited the customer attitudes survey as it provided an acute insight into what consumers are thinking. Pilkington says the survey is part of larger research looking at brand consideration, advertising and loyalty.
Top 10 driver attitudes*
1. Fuel economy is more important than performance - 79.9 per cent
2. I will only buy a car with a proven track record - 74.2 per cent
3. I want a car with all the extras as standard - 72.4
4. A long warranty is essential - 71 per cent
5. I research my options before buying - 69.9 per cent
6. Safety is my number one priority - 69.8 per cent
7. I won't take a risk with a lesser known brand - 68.3 per cent
8. A car is just A to B transport - 66.2 per cent.
9. I rely on facts and figures rather than gut feeling when buying - 61.8 per cent
10. Performance and roadholding is my number one concern - 57.5 per cent
* Source: Roy Morgan Research
