If attending a Society of Automotive Engineers (SAE) event, one may have been surprised to see anthropologist Tom Turrentine, director of the UC-Davis Plug-In Hybrid Electric Vehicle Research Center, step up to the podium. But rest assured everyone paid attention when he delivered his address covering the results of 2600 surveys designed to answer one question: who buys a hybrid car?
Despite the novelty of hybrid vehicles and the limited availability of some models, sales of hybrid vehicles make up roughly 2% of the US market. Not bad for vehicles that have been around for such a relatively short time.
Turrentine set out to examine the purchase decision process in an attempt to explain the popularity behind these vehicles, and the reasons people are buying may come as a bit of a surprise. It is commonly assumed that people who buy a new Toyota hybrid vehicle are “green” car buyers, and do so simply because they are concerned about the environment. While engineers are happy to admit that this was certainly true of the early adopters, there may be more subtle decision making processes involved. Another common conception is that people are purchasing Toyota hybrids as a method to save on fuel costs. But is that really true?
Turrentine gathered up the survey results, and discovered that only about 10% of consumers accurately track their fuel costs. “Car buyers don’t calculate paybacks,” Turrentine reports. While many people feel they do, once the surveyor digs a little deeper “tracking my fuel costs” may consist of simply asking for a receipt at the pump and stuffing it into the glove box to be dealt with at some undetermined point in time. Instead, the study focused on defining what a hybrid car “means” to buyers. Three clear motivations popped out. While some of these motivations may tend to blend together, decisions to purchase a hybrid car were consistently driven by at least one of the factors: an embrace of new technology , a drive to preserve the environment, and a desire for independence and control.
A desire to protect the environment probably came as a surprise to no one, and everyone knows that person who makes a purchase simply because it is the newest technology available. However, the desire for independence and control may have been less predictable. In his study Turrentine pointed out that an Oklahoma farmer, also a gun enthusiast, was a hybrid owner. When questioned about his decision to purchase a hybrid, the gentleman in question gave this anecdote. His friends, looking at his hybrid parked amongst all of their pickups, made fun of him for “buying a Democrat car”. He told them “I’m the one sticking it to the Saudis, not you guys!” implying that energy independence was a definite concern for him.
Turrentine has now begun a new study to analyze the consumer acceptance of plug-in hybrid vehicles. Will people accept the need to plug in their car, or will they consider it a hassle? Will places people park their cars like office buildings and shopping malls consider providing power outlets? The answers to these questions will decide whether Toyota hybrid cars will be seeing more competition.
To check out the newest Toyota hybrids, stop by your Toyota dealer - Allentown.