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Attributes that draw consumers to green vehicles – Accenture study |
Accenture, which ranks 15th on the Services Top 100, has found in a study that in-vehicle services will be a key purchase factor for tomorrow’s consumer.
The Accenture study says that though interest in alternative vehicles may be growing, consumers do not see ‘green’ as the only purchasing factor and are demanding more from automakers. It said six out of 10 consumers are more likely to buy a hybrid or electric vehicle only when it is superior to gasoline-only models in every way, so while automakers are increasingly focused on addressing the demand for greater fuel efficiency and economy they should also address those areas that continue to influence the consumer. ‘Green’ is not enough by itself, says Accenture's study.
In-vehicle services which satisfy different customer needs such as commerce, entertainment, safety, maintenance, communication and infomobility (i.e., navigation) will not only be key influences on consumer choice but will also play a key factor in the development of more fuel efficient vehicles. Forty-two percent of respondents said they are likely to buy a hybrid or electric auto in the next two years, with the percentage rising to 62% in Italy. Accenture says most of these respondents (80 percent) are more likely to buy hybrids than all-electric vehicles.
Luca Mentuccia, managing director of Accenture’s Automotive group said the study suggests that though consumers are increasingly embracing and understanding the value of alternative vehicles, they still want models that represent a new phase in the evolution of the automobile. Mentuccia said in-vehicle services will play a key part in this and car manufacturers have an opportunity now to ramp up their capabilities in this area to achieve competitive differentiation. Both OEMs and suppliers would have to start building strategic partnerships that lead to distinctive capabilities, particularly around safety, environmental protection and entertainment.
The study was based upon market research and an online survey conducted by Accenture of 1,850 consumers in five countries, including Germany, France, Italy, the United States and Canada in February 2010. The respondents ranged in age from 18 to 61 years and over, and were a near even split between male (52 percent) and female (48 percent) consumers. Accenture says the study is indicative of an increasing interest in attributes other than fuel efficiency, as just 36 percent of respondents cited higher gas prices as a reason to buy a green car. It said most of those that have driven a hybrid or electric vehicle rate fuel efficiency as being very good to excellent, but most rate the ride, performance, style and maintenance as good at best.
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