Why do Shoppers Avoid Alternative Powertrain Vehicles?

EVSymbolMore than one-third (36%) of new-vehicle shoppers avoid alternative powertrain vehicles—hybrid, plug-in hybrid or electric vehicles—mainly because of cost/price, according to our 2013 Avoider Study, which is based on responses from nearly 31,000 new-vehicle owners who registered their new car or light truck in May 2012.

The second-highest percentage of owners (25%) who avoid considering an alternative vehicle cite exterior styling more than other reasons.

Our study also finds that even when considering a hybrid or EV, 36% of shoppers cite price/payment as the primary reason to reject the vehicle as a purchase option.

Although some shoppers say the cost and styling of hybrid and electric vehicles are main detractors in consideration, new-vehicle owners who purchase an alternative vehicle— hybrid or EV—selected the alternative model based on fuel economy or increased gas mileage (95%) and a positive or minimal environmental impact (62%). These owners, in fact, say they are willing to spend more money to purchase the vehicle..Jon Osborn, research director at J.D. Power and Associates

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