Harris Interactive Reports: Enhanced Fuel Economy Tops List of Automotive Technologies European Vehicle Owners Say They are Likely to Purchase for Their Next New Vehicle

New Harris Interactive AutoTECHCAST Europe study gauges consumer attitudes in the five largest European countries toward 61 advanced automotive technologies

Overall, the European market appears much less interested in hybrid technology versus what we see in the United States, especially when considering the cost that it adds to a vehicle,” says Bryan Krulikowski, Senior Director of Automotive and Transportation Research at Harris Interactive. “European consumers already enjoy access to fuel-efficient diesel-powered vehicles and are looking beyond hybrid technology.”

In fact, European respondents are significantly more likely to say they will purchase a fuel cell vehicle (28% say they are very/extremely likely) than a hybrid (20%). Italians show the greatest purchase consideration for this technology as almost half (48%) say they are very or extremely likely to next purchase a fuel cell vehicle.

The key factor, however, is affordability. While purchase consideration for fuel-efficient technologies is high among Europeans in the five major markets, the additional cost they place on a vehicle makes them less attractive. Purchase consideration for both enhanced fuel economy and fuel cell vehicles declines significantly once respondents are made aware of their estimated market prices, an additional euro 950 (650 pounds Sterling) and euro 5,800 (4,000 pounds), respectively.

“While consumers indicate they are not willing to pay for this technology at today’s estimated prices, their initial high level of interest suggests that these technologies will gain consideration as they become more affordable,” continues Krulikowski.

To read the full press release, click here.