A new study from Maritz Automotive Research Group suggests consumer interest in new automotive technology is continuing to grow, particularly when it comes to electric vehicles.
Maritz’s Automotive Research Group has been tracking awareness of alternative fuels in its annual New Vehicle Customer Study (NVCS) since 2005, and the data show electric power growing as a primary alternative fuel among the current choices. Approximately 9 percent of consumers, who bought or leased a new vehicle in 2008, judge the electric-powered vehicle as the alternative fuel that was most appealing. As measured by the Maritz survey, the appeal of the electric vehicles has grown from 3.4 percent in 2006, to 6.6 percent in 2007 to 9.4 percent.
Another finding of the survey, which has held up in each of the past three years, was that interest is higher among those who purchased or leased a car rather than a light truck, suggesting a natural market divide could develop as more electric vehicles come on the market.