Synovate study, 17 August 2010

By , April 27, 2012 8:42 pm

http://www.synovate.com/news/article/2010/08/synovate-survey-shows-canadian-new-car-buyers-more-electric-than-american-car-buyers.html

 

Synovate survey shows Canadian new car buyers more electric than American car buyers

 

17 August 2010

TORONTO — Leading global market research firm Synovate today released new study findings showing that Canadians are more likely than Americans to consider purchasing an electric vehicle.

As part of its syndicated Alternative Fuels survey, Synovate asked more than 1,800 new car buyers in the US and 800 new car buyers in Canada about current petroleum based power-trains (internal combustion, diesel, flex-fuel, natural gas) and electric power trains (Hybrids, Plug-in Hybrids, Battery and Fuel cell).

 

Will Canadian drivers go electric?

Can the lure of the environmentally friendly vehicle outweigh the desire for the power and reliability of the gasoline engine? Synovate asked respondents about their preferred type of engine in their future vehicle.

American respondents (61%) had a stronger preference for internal combustion engines than Canadian respondents (53%), and both (64% Canadians and 63% Americans) tied in their preference for a Hybrid engine.

Canadian respondents have a stronger preference for other electric technologies such as Plug-in hybrids (34% Canadians versus 27% Americans) and pure Battery electric vehicles (29% Canadians versus 24% Americans).

According to Stephen Popiel, senior vice president of Synovate Motoresearch, “Canadians clearly want “greener”, more environmentally friendly vehicles. We seem to be more driven than Americans on reducing emissions while they are more concerned about fuel costs.” Canadian respondents were more likely to be looking for ways to reduce their CO2 levels (28%) than American respondents (23%) while American respondents were more likely to be looking for ways to minimize fuel costs (58% Canadians versus 64% Americans).

 

Flex Fuel (E85) not an option here

Unlike their counterparts in the US, Canadian respondents did not see E85, the blend of 85% ethanol and 15% gasoline as an option. The Canadians surveyed were much less familiar with E85 (16% familiarity in Canada versus 26% in the USA) and have a weaker preference for E85 (21% in Canada versus 31% in the USA).

“The US government has done a masterful job at linking E85 with a reduction in foreign oil dependence in the US, but this issue is just not as important in Canada,” said Popiel. “It is clear, however, that Federal involvement is important in the development of Alternative Fuel technologies (72% Canada versus 65% America).”

 

About the Synovate ‘Alternative Fuels’ survey

This automotive survey was conducted in January 29 through February 8, 2010 in the United States with 1,893 new vehicle buyers and intenders; and in May 6 through 15, 2010 in Canada with 811 new vehicle buyers and intenders by Synovate eNation. Respondents for this survey were selected via a systematic random sample from among those who have agreed to participate in Synovate Panel surveys. The Synovate online panel is composed of almost one million U.S. adults and 120,000 Canadian adults who have been recruited to regularly participate in Synovate’s online surveys. Data were weighted by region, and vehicle ownership to reflect the new vehicle market. The respondents were asked the following questions:

Q2c. Please indicate which technology would be (INSERT CODE) to have in your next vehicle:

  1. The most desirable
  2. The second most desirable
  3. The third most desirable
  • Battery-electric
  • Hybrid-electric
  • Fuel cell-powered
  • Direct-injection diesel / clean diesel
  • Flex-fuel using E85
  • Plug-in hybrid electric (PHEV)
  • Internal combustion / traditional gasoline
  • Gasoline Turbo Direct Injection
  • Compressed Natural Gas (CNG)

S10. When choosing your next vehicle purchase, which of the following do you take into account? Please select one

  • Fuel consumption to reduce your monthly expenses related to the cost of fuel
  • Fuel consumption to reduce the negative effects related to the vehicle emissions on the planet / environment
  • Neither; cost of fuel and emissions have little impact on which vehicle to purchase

Q1. How would you rate your familiarity with the following vehicle technologies?

Please select one for each technology type

  1. Currently own
  2. Previously owned
  3. Have driven or ridden in
  4. Have only seen or looked at
  5. Have only heard of
  6. Have never heard of

Vehicle Types: (ROTATE LIST)

  • Battery-electric
  • Hybrid-electric
  • Fuel cell-powered
  • Direct-injection diesel / clean diesel
  • Flex-fuel using E85
  • Plug-in hybrid electric (PHEV)
  • Internal combustion / traditional gasoline
  • Gasoline Turbo Direct Injection
  • Compressed Natural Gas (CNG)

Q10c. Overall, how important is it for the FEDERAL government to be involved in the development or sponsorship of technologies that use an alternative fuel? Please select one

  • 5 Very important
  • 4
  • 3
  • 2
  • 1 Not at all important

 

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