Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Sales of hybrid and electric cars estimated to reach exceed 470,000 units a 64% gain in 2012
- Mintel forecasts hybrid and electric vehicles sales of 850,000 by 2017
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- Figure 1: Sales of all hybrid and electric cars, 2007-17
- Hybrid and electric vehicles represent 3.3% of all vehicles sold
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- Figure 2: Sales of all hybrid and electric cars, by segment, 2007-12
- Market factors
- New fuel efficiency standards incentivize building of hybrid and electric vehicles
- Improved ability to make up for the hybrid/electric premium with savings at the pump bodes well for future sales
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- Figure 3: U.S. all grades retail gasoline prices (Dollars per gallon), Oct 2002-Oct 2012
- Consumer sentiment at five-year high, providing potential catalyst to replace old cars
- Market segmentation
- Nine out of 10 alternative fuel vehicles sold are hybrids, yet electric cars gain share
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- Figure 4: U.S. unit sales of hybrid and electric vehicles, by segment, YTD 2011-12
- Prius drives sales of compact hybrids to gain of 55%
- Midsize hybrids are fastest-growing hybrid segment
- Hybrid truck/SUV brands struggle to meet consumer taste for bulk and power
- Luxury hybrids remain niche market due to cost
- Electric vehicles fastest-growing segment
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- Figure 5: U.S. unit sales of hybrid and electric vehicles, by segment, YTD 2011-12
- The consumer
- Hybrid owners: technology, safety, and accessories provide key issues for future
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- Figure 6: Interest in driving and what’s under the hood, by gender, January 2011-March 2012
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- Figure 7: Select attitudes to hybrid/electric cars, by engine type of vehicle considering to buy next, August 2012
- Battery issues are top concern
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- Figure 8: Battery-related concerns with hybrid/electric vehicles that may prevent purchase, by household income, August 2012
- Toyota the brand most looked to for the ideal hybrid/electric car
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- Figure 9: Manufacturer most likely to consider for dream hybrid/electric car, by gender, August 2012
- What we think
Issues in the Market
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- Where did all the young people go?
- Does this loss really hurt sales?
- So, how can brands attract young consumers?
Insights and Opportunities
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- Car sharing and rental car services let consumers see driving as fun
- Hybrids need to promote brand loyalty should repeat sales falter
- Marketers should keep current hybrid owners satisfied to build brand loyalty
- Electric car racing might introduce technology to fans
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Patriot Games
- 2015 Trends
- Trend: 2015 Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Hybrid and electric car sales estimated to reach 500,000 units with launch of new models
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- Figure 10: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
- Hybrid and electric cars account for 3.3% of vehicles sold
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- Figure 11: Share of U.S. unit sales of vehicles, by engine type, 2004-12
Market Drivers
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- Key points
- Introduction of new hybrid and electric models may spur demand
- New mass market PHEV and EV models join Volt and LEAF
- New fuel efficiency standards incentivize building of hybrid and electric vehicles
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- Figure 12: Preliminary fuel efficient projections for various vehicle makes and models, 2012-25
- Rising gas prices, technology gains to improve cost-benefit trade
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- Figure 13: U.S. all grades retail gasoline prices (dollars per gallon), Oct 2002-Oct 2012
- Consumer confidence improving, encouraging new car buying
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- Figure 14: University of Michigan Consumer Sentiment, March 1978-2012
Competitive Context
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- Key points
- Small cars represent 41% of car sales in 2012 and growing
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- Figure 15: Small cars as a share of all cars sold and all automobiles sold, 2007-12**
- Car sharing attracts potential audience of young, urban consumers
- Fuel cell and diesel engine vehicles offer distinct advantages
Segment Performance
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- Segment performance—overview
- Key points
- PHEVs and EVs gain nearly 3% of hybrid and electric vehicle market share
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- Figure 16: U.S. unit sales of hybrid and electric vehicles, by segment, January-August 2011-12
- Segment performance—compact hybrids
- Key points
- Compact hybrid segment sales dominated by Prius brands, increase 55%
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- Figure 17: U.S. unit sales of compact hybrids, 2007-12
- Compact hybrid is difficult segment for new entrants
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- Figure 18: U.S. unit sales of compact hybrids, by brand, YTD 2011-12
- Segment performance—midsize hybrids
- Key points
- Midsize hybrid sales estimated to increase 142%
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- Figure 19: U.S. unit sales of midsize hybrids, 2007-12
- Chevy Malibu enters competitive field with strong first-year sales
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- Figure 20: U.S. unit sales of midsize hybrids, by brand, Jan-Aug 2011-12
- Segment performance—truck/SUV hybrids
- Key points
- Hybrid truck/SUV segment struggles, likely due to image, not math
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- Figure 21: U.S. unit sales of truck/SUV hybrids, 2007-12
- Sales decrease for all truck/SUV hybrids except Highlander
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- Figure 22: U.S. unit sales of truck and SUV hybrids, by brand, Jan-Aug 2011-12
- Segment performance—luxury hybrids
- Key points
- At 43,000 units, luxury remains niche segment due to cost
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- Figure 23: U.S. unit sales of luxury hybrids, 2007-12
- Three brands—Buick, Lexus, and Lincoln—account for 89% of luxury share
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- Figure 24: U.S. unit sales of luxury hybrids, by brand, Jan-Aug 2011-12
- Segment performance—PHEV and electric vehicles
- Key points
- Manufacturers believe electric car technology can appeal to mainstream
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- Figure 25: U.S. unit sales of electric vehicles, 2007-12
- Eight new entrants and counting mark evolution of electric segment
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- Figure 26: U.S. unit sales of PHEV, electric vehicles, by brand, Jan-Aug 2011-12
Leading Companies
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- Toyota dominates industry with nearly 200,000 vehicles sold
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- Figure 27: U.S. unit sales of hybrid and electric vehicles, by manufacturer, Jan-Aug 2011-12
- Wide range of new alternative fuel vehicles coming 2013-15
- For Toyota, firmly set as hybrid industry leader, not much change in store
- Chevrolet hopes to build on success of Volt with launch of new electric vehicles
- Honda Accord gets hybrid/electric treatment
- Ford launches first dedicated hybrid nameplate, C-Max
- Second-generation Nissan LEAF battery may offer improvements
- Other brands serve loyal audiences with new launches, Tesla looks to go mainstream
Social Media Analysis – Hybrid and Electric Cars
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- Key points
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- Figure 28: Key brand metrics, October 2012
- Market overview
- Brand usage and awareness
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- Figure 29: Brand usage and awareness, October 2012
- Interaction with car brands
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- Figure 30: Interaction with hybrid and electric car brands, October 2012
- Motivations for interacting with car brands
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- Figure 31: Why people interact with hybrid and electric car brands, October 2012
- Online conversations
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- Figure 32: Select hybrid and electric car brands’ share of online mentions, Jul. 1-Oct. 20, 2012
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- Figure 33: Number of online mentions for selected hybrid and electric car brands, by week, Jul. 1-Oct. 20, 2012
- Where people are talking about car brands?
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- Figure 34: Selected hybrid and electric car brands, mentions by page type, Jul. 1-Oct. 20, 2012
- What are people talking about?
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- Figure 35: Types of mentions concerning selected hybrid and electric car brands, Jul. 1-Oct. 20, 2012
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- Figure 36: Types of conversation regarding selected hybrid and electric vehicles, Jul. 1-Oct. 20, 2012
- Figure 37: General Motors ecohub mobile app, 2012
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- Figure 38: Types of conversation regarding selected hybrid and electric vehicles, by type of website, Jul. 1-Oct. 20, 2012
- Brand analysis
- Toyota Prius
- Key social media indicators
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- Figure 39: Toyota Prius – key social media indicators, October 2012
- Key online campaigns
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- Figure 40: Toyota ‘Game Of Life with prius c’ online campaign, 2012
- What we think
- Chevy Volt
- Key social media indicators
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- Figure 41: Chevy Volt– key social media indicators, October 2012
- Key online campaigns
- What we think
- Nissan LEAF
- Key social media indicators
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- Figure 42: Nissan LEAF – key social media indicators, October 2012
- Key online campaigns
- What we think
- BMW ActiveHybrid
- Key social media indicators
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- Figure 43: BMW ActiveHybrid– key social media indicators, October 2012
- Key online campaigns
- What we think
- Ford Escape
- Key social media indicators
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- Figure 44: Ford Escape– key social media indicators, October 2012
- Key online campaigns
- What we think
- Honda Insight
- Key social media indicators
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- Figure 45: Honda Insight– key social media indicators, October 2012
- Key online campaigns
- What we think
Innovations and Innovators
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- Wireless electric vehicle battery charging gives consumers more freedom
- Tesla “Supercharger” stations refill battery in one hour or less
- Toyota Friend social media network features tweeting cars
Marketing Strategies
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- The role of influential bloggers in vehicle launches
- Marketers overcome challenge of educating viewers in less than 30 seconds
- Strategy: Hybrids are not just about the environment, they can be fun
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- Figure 46: Ford Ad, Making you feel alive, October 2012
- Strategy: Focus on the gas savings
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- Figure 47: Chevrolet Ad, I don’t spend money on gas, October 2012
- Strategy: HEVs grow up, full size now available
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- Figure 48: Buick Ad, I may have retired, October 2012
- Strategy: Early adopters can “drive the future”
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- Figure 49: Nissan Ad, What if you could drive the future, October 2012
Attitudes and Opinions of Current Hybrid Owners
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- Key points
- Overview
- Male hybrid owners interested in mechanics of technology
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- Figure 50: Hybrid owners’ general attitudes/opinions about cars and driving, by gender, January 2011-March 2012
- Current void among 25-34 year-old hybrid owners concerning safety rating
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- Figure 51: Hybrid owners’ attitudes/opinions about the car buying decision, by age, January 2011-March 2012
- Options and accessories important to households earning $50K-74.9K
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- Figure 52: Hybrid owners’ attitudes/opinions about auto options and accessories, by household income, January 2011-March 2012
Attitudes of Consumers Planning to Buy Hybrid/Electric Vehicles
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- Key points
- Overview
- Premium of less than $3,000 would attract potential hybrid buyers
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- Figure 53: Premium willing to spend to get hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
- Those considering hybrid expect to get money back on future gas savings
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- Figure 54: Attitudes to hybrid and electric cars, by engine type of vehicle considering to buy, August 2012
- Financial considerations differentiate those considering to buy hybrid
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- Figure 55: Concerns that may prevent purchase of a hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
- Potential hybrid buyers want dependable cars
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- Figure 56: Features most important to possible buyers of a hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
Features Most Important to Hybrid/Electric Car Buyers
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- Key points
- Utility and dependability important to women hybrid buyers
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- Figure 57: Features most important to possible buyers of a hybrid/electric vehicle, by gender, August 2012
- Young consumers want look and feel of luxury/sports cars
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- Figure 58: Features most important to possible buyers of a hybrid/electric vehicle, by age, August 2012
- Middle-income respondents looking for good value
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- Figure 59: Features most important to possible buyers of a hybrid/electric vehicle, by household income, August 2012
Type and Number of Vehicles Owned
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- Key points
- Overview
- Hybrid and electric vehicles likely to be second cars
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- Figure 60: Number of cars/trucks per household, engine type in vehicle currently owned,, August 2012
- Many more respondents interested in buying hybrid and electric than own one
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- Figure 61: Engine type in vehicle currently owned, by engine type of vehicle most likely to consider for next purchase, August 2012
- Young professionals most interested in hybrid and electric vehicles
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- Figure 62: Engine type of vehicle most likely to consider for next purchase, by age, August 2012
Extra Spend for Hybrid/Electric Version
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- Key points
- Respondents would pay average premium of $2,000 for hybrid/electric vehicle
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- Figure 63: Average amount extra would spend to buy a hybrid or electric vehicle, by gender, August 2012
- Younger respondents more willing to pay a premium for hybrid
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- Figure 64: Average amount extra would spend to buy a hybrid vehicle, by age, August 2012
Attitudes Regarding Hybrid/Electric Vehicles
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- Key points
- Fewer than 10% of respondents want smallest car possible
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- Figure 65: Attitudes to hybrid and electric cars, by gender, August 2012
- Young consumers see easy return of money spent on hybrid/electric cars
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- Figure 66: Attitudes to hybrid and electric cars, by age, August 2012
- More affluent consumers want gasoline option when necessary
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- Figure 67: Attitudes to hybrid and electric cars, by household income, August 2012
Concerns Regarding Hybrid/Electric Vehicles
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- Key points
- Battery issues top list of concerns
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- Figure 68: Concerns that may prevent purchase of a hybrid/electric vehicle, by gender, August 2012
- Practicality and performance important to young consumers
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- Figure 69: Concerns that may prevent purchase of a hybrid/electric vehicle, by age, August 2012
- Battery concerns exists across all household income groups
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- Figure 70: Concerns that may prevent purchase of a hybrid/electric vehicle, by household income, August 2012
Manufacturer Most Likely to Consider for Dream Hybrid/Electric Car
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- Key points
- One in five respondents look to Toyota when considering hybrid/electric
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- Figure 71: Manufacturer most likely to consider for dream hybrid/electric car, by gender, August 2012
- Young consumers prefer Ford
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- Figure 72: Manufacturer most likely to consider for dream hybrid/electric car, by age, August 2012
- Those who prefer Toyota want value, dependability
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- Figure 73: Features most important to possible buyers of a hybrid/electric vehicle, by manufacturer most likely to consider for dream hybrid/electric car, August 2012
Impact of Race and Hispanic Origin
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- Key points
- Hispanic respondents twice as likely to own hybrid car
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- Figure 74: Engine type in vehicle currently owned, by race/Hispanic origin, August 2012
- Hispanic hybrid owners choose options
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- Figure 75: Hybrid owners’ attitudes/opinions about auto options and accessories, by race/Hispanic origin, January 2011-March 2012
- Hispanics less likely to have seen electric car advertisements
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- Figure 76: Attitudes to hybrid and electric cars, by race/Hispanic origin, August 2012
- Hispanics more concerned about potential savings at pump
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- Figure 77: Concerns that may prevent purchase of a hybrid/electric vehicle, by race/Hispanic origin, August 2012
Appendix: Other Useful Tables
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- Attitudes and opinions and age
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- Figure 78: Hybrid owners’ general attitudes/opinions about cars and driving, by age, January 2011-March 2012
- Attitudes and opinions and household income
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- Figure 79: Hybrid owners’ general attitudes/opinions about cars and driving, by household income, January 2011-March 2012
- Attitudes and opinions regarding buying decisions and gender
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- Figure 80: Attitudes/opinions about automobiles, by gender, January 2011-March 2012
- Attitudes and opinions regarding buying decisions and household income
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- Figure 81: Hybrid owners’ attitudes/opinions about the car buying decision, by household income, January 2011-March 2012
- Attitudes and opinions regarding options/accessories and gender
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- Figure 82: Attitudes/opinions about automobiles, by gender, January 2011-March 2012
- Attitudes and opinions regarding options/accessories and age
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- Figure 83: Hybrid owners’ attitudes/opinions about auto options and accessories, by age, January 2011-March 2012
- Premium willing to spend and household income
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- Figure 84: Premium willing to spend to get hybrid vehicle, by household income, August 2012
Appendix – Social Media – Hybrid and Electric Vehicles
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- Brand usage and awareness
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- Figure 85: Awareness of Nissan Leaf and Chevy Volt, non-owners, by demographics, October 2012
- Figure 86: Awareness of Nissan Leaf and Chevy Volt, non-owners, by demographics, October 2012 (continued)
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- Figure 87: Awareness of Toyota Prius and Ford Escape, by demographics, October 2012
- Figure 88: Ownership and awareness of Toyota Prius and Ford Escape, by demographics, October 2012 (continued)
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- Figure 89: Awareness of Honda Insight and BMW Active Hybrid, non-owners, by demographics, by demographics, October 2012
- Figure 90: Awareness of Honda Insight and BMW Active Hybrid, non-owners, by demographics, by demographics, October 2012 (continued)
- Brand interaction
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- Figure 91: Interaction with Nissan Leaf brand, by demographics, October 2012
- Figure 92: Interaction with Nissan Leaf brand, by demographics, October 2012 (continued)
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- Figure 93: Interaction with Chevy Volt brand, by demographics, October 2012
- Figure 94: Interaction with Chevy Volt brand, by demographics, October 2012 (continued)
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- Figure 95: Interaction with Toyota Prius brand, by demographics, October 2012
- Figure 96: Interaction with Toyota Prius brand, by demographics, October 2012 (continued)
- Online conversations
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- Figure 97: Percentage of consumer conversation, by hybrid and electric car brands, Jul. 1-Oct. 20, 2012
- Figure 98: Online mentions of named hybrid and electric car brands, by day, Jul. 1-Oct. 20, 2012
- Figure 99: Mentions of hybrid and electric cars, by page type, Jul. 1-Oct. 20, 2012
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- Figure 100: Hybrid and electric car brands, mentions by type of conversation, Sep. 1-Oct. 20, 2012
- Figure 101: Major areas of discussion, mentions by type theme, by day, Jul. 1-Oct. 20, 2012
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- Figure 102: Major areas of discussion, by type of website, Jul. 1-Oct. 20, 2012
Appendix: Trade Associations
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