A new study about the electric and hybrid vehicle buying preferences showed that the interest in those vehicles is growing in general. However, the acceptance is not only depending on a green image and fuel savings but also the payback period for the higher initial costs, in-vehicle services or the driving experience.

The global management and technology consultancy Accenture released a study recently concluding that while interest in EVs and Hybrids may be growing, consumers do not see ‘green’ as the only purchasing factor and are demanding more from automakers.

Accenture surveyed 1,850 consumers in five countries, including Germany, France, Italy, the United States and Canada, to gain insight into hybrid and electric vehicle buying preferences. The study found that close to 70% on average are likely to buy a hybrid or electric vehicle in the next two years, while most of these are more likely to buy hybrids than all-electric vehicles.

Accenture’s survey showed that 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. It suggests that 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.

Entertainment and communication services as added value

Especially in-vehicle services were mentioned as a key factor to give an additional incentive to the consumer to buy an electric vehicle. These services satisfy different customer needs including commerce, entertainment, safety, maintenance, communication and info mobility (i.e., navigation). With new electric vehicle models and designs car manufacturers have an “opportunity to ramp up their capabilities in this area to achieve competitive differentiation,” states Luca Mentuccia, managing director of Accenture’s Automotive group. “Both OEMs and suppliers need to start building strategic partnerships that will lead to distinctive capabilities, particularly around safety, environmental protection and entertainment,” he adds.

Key findings per country

The respondents from Germany, France, Italy, the United States and Canada ranged in age from 18 to 61 years with a near-even split between male (52 percent) and female (48 percent) consumers. Key results from the Accenture Global Auto Consumer Survey, March 2010 are publicaly available:

Survey Question	Germany	France	Italy	US/Canada
More likely to buy a hybrid or EV that is better than a fuel- only car in every way	74%	55%	46%	65%
Rate fuel efficiency of hybrid or EV very good to excellent, but rate ride, performance, style and maintenance as good	59%	64%	45%	74%
More likely to buy a hybrid or EV in the next 2 years	29%	51%	62%	31%
More likely to purchase a hybrid in the next 2 years	67%	63%	71%	70%
More likely to buy an electric car in the next 2 years	17%	22%	19%	5%
Everyone should own a hybrid or electric car	21%	39%	57%	26%
Would pay nothing more for a hybrid or electric car compared to a fuel-only vehicle	45%	52%	46%	56%
Desire a payback time for a hybrid or EV purchase to be 5 years or less	64%	83%	73%	82%
Assuming a hybrid or EV could run on an electric charge for 200 miles, want the driving distance between re-charging points to be every 11 to 50 miles	55%	44%	52%	20%
Want re-charging to take less than 20 minutes	72%	73%	69%	50%