Report: Green Car Buyers Want Bells And Whistles, Not Just Eco

Can the latest “green” car outsell its conventional competitors on eco-benefits alone? Not surprisingly, a new survey from Accenture says “no,” finding that six out of ten car buyers “are more likely to buy a hybrid or electric vehicle only when it is superior to gasoline-only models in every way.” 

Earth2Tech reports that Accenture surveyed 1,850 consumers in North America as well as Germany, France and Italy; 36% of the respondents named higher gas prices as a reason to purchase a greener car, showing that consumer interest is there–but responses from those who had actually test-driven a hybrid or electric vehicle (EV) suggested that many green cars left something to be desired in areas such as style, performance and services for information, entertainment and safety. 

Audi_A8

image via Audi

“Our study suggests that while 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. 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,” said Luca Mentuccia, managing director of Accenture’s Automotive group, in a statement.

Susan DeFreitas has covered all manner of green technology for EarthTechling since 2009. She is a graduate of Prescott College for the Liberal Arts and the Environment, and has a background in marketing green businesses. Her work on green living has been featured in Yes! Magazine, the Utne Reader and Natural Home.