Table of Contents
- Scopes and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Executive Summary
- What green and hybrid means to the economy
- What green and hybrid technology is
- The very picture of a modern hybrid owner
- It took financial calamity of 2008 to slow sales (very temporarily)
- What' s next?
- Why are car buyers going green?
- Breakeven cost analysis
- The green-machine showdown: diesel vs. hybrid
- Toyota leads the market hands down, and not only with the Prius
- Innovation coming fast and furious
- Advertising and promotions are amazingly committed to a product that is
barely available
- Hybrids aren' t only because of heavy marketing--consumers are quite
positive
- Prius owners
- Purchase factors--better mileage and less pollution
- Are new vehicles getting smaller? Surprisingly, no.
- How happy is a Prius owner? The answer is encouraging, but shows
challenges ahead
- People that own a Prius must really be committed--they aren' t the ones
that could benefit most
- Reasons for not purchasing a hybrid shows lots of opportunity
- Market Size and Forecast
- Key points--fast market hits a speed bump
- From rare to everywhere
- Figure 1: Total U.S. sales of hybrid vehicles, 2004-08
- Figure 2: Total U.S. sales of hybrid vehicles, by month, 2004-08
- Figure 3: Hybrids' share of total U.S. sales of new vehicles, 2005-08
- Competitive Context
- To hybrid or not to hybrid
- Cost/benefit analysis
- The green-machine showdown: diesel vs. hybrid
- Overall Segment Performance
- Figure 4: Comparison of hybrid vehicles, by strong vs. mild, mpg, and
msrp, 2008
- Retail Channels
- Limited retail sales channels
- Market Drivers
- Hybrids strictly an American phenomenon--Europe prefers diesel
- Figure 5: Top five global hybrid markets, and top five U.S. cities, CYTD
June 2008
- Figure 6: Diesel share of new car registrations, Western Europe,
1990-2007
- Figure 7: Population, by age, 2003-13
- Leading Companies and Brand Share
- Key points
- Figure 8: Total U.S. sales of hybrid vehicles, by manufacturer, August
2008
- Figure 9: Total U.S. sales of hybrid vehicles, by make and model, August
2008 vs. July 2008 and CYTD 2007-08
- Figure 10: Total U.S. sales of hybrid vehicles, by make/model and
manufacturer, August 2008
- Figure 11: Hybrids as a percentage of model sales, August 2008
- Figure 12: Total U.S. sales of leading hybrid vehicles, by model,
1999-2008
- Innovation and Innovators
- Toyota leads the way
- Almost hybrid
- PHEVs
- Advertising and Promotion
- Overview--big dreams, bold promises
- Analysis of 12 different car brand green/hybrid ads
- Figure 13: BMW television ad, 2008
- Figure 14: Buick television ad, 2008
- Figure 15: GMC Yukon television ad, 2008
- Figure 16: Chevy television ad, 2008
- Figure 17: Chevy Equinox television ad, 2008
- Figure 18: Ford Escape television ad, 2008
- Figure 19: Honda Accord television ad, 2008
- Figure 20: Honda Civic television ad, 2008
- Figure 21: Hyundai Sonata television ad, 2008
- Figure 22: Lexus television ad, 2008
- Figure 23: Nissan television ad, 2008
- Figure 24: Saab television ad, 2008
- Figure 25: Saturn television ad, 2008
- Figure 26: Toyota Prius television ad, 2008
- Figure 27: Toyota branding television ad, 2008
- Ownership Facts of Vehicles Purchased or Leased
- Key points
- Figure 28: Percentage of vehicles that are compacts, February 2007-March
2008
- Figure 29: Percentage of respondents that buy new, used, or lease a
vehicle, 2004-07
- Figure 30: Number of vehicles in the household, February 2007-March 2008
- Figure 31: Finance method for cars bought new, February 2007-March 2008
- Figure 32: Information sources used when acquiring a new vehicle,
February 2007-March 2008
- Figure 33: Cost of vehicles bought new or leased, February 2007-March
2008
- Size of Vehicle Acquired--Focus on Compact Owners
- Key points
- Figure 34: Incidence of buying or leasing a vehicle in the past 24
months, June/July 2008
- Figure 35: Incidence of buying or leasing a compact or smaller car in
the past 24 months, by demographic groups June/July 2008
- Prius Owners
- Key points
- Figure 36: Prius purchasers, by demographic groups, June/July 2008
- Length of Ownership
- Key points
- Figure 37: Length of ownership of vehicle purchased in the past 24
months, June/July 2008
- Type of Vehicle Previously Owned
- Key points
- Figure 38: Type of vehicle previously owned, June/July 2008
- Purchase Factors
- Key point
- Figure 39: Most important purchase factors, June/July 2008
- Figure 40: Least important purchase factors, June/July 2008
- Strategies Used when Dealing with Car Dealers
- Key points
- Figure 41: Strategies used when dealing with car dealers, June/July 2008
- New Vehicles Getting Smaller?
- Key points
- Figure 42: Size of most recently acquired vehicle compared to their
previous one, June/July 2008
- Information Sources that Lead to Purchase
- Key points
- Figure 43: Important factors in the purchase or lease of a compact or
smaller car, June/July 2008
- Amount Spent on Vehicle
- Key point
- Figure 44: Amount spent on vehicle, June/July 2008
- Overall Satisfaction with Vehicle
- Key points
- Figure 45: Overall satisfaction--how happy are you with this vehicle?,
June/July 2008
- Figure 46: Overall satisfaction--would you buy/lease this vehicle
again?, June/July 2008
- Figure 47: Overall satisfaction--is gas mileage as good as you
expected?, June/July 2008
- Figure 48: Overall satisfaction--are maintenance costs what you
expected?, June/July 2008
- Figure 49: Overall satisfaction--is it fun to drive?, June/July 2008
- City vs. Highway Driving
- Key points
- Figure 50: Portion of driving that is in the city, June/July 2008
- Reasons for Not Purchasing a Hybrid or Smaller Vehicle
- Key points
- Figure 51: Reasons for not purchasing a hybrid, June/July 2008
- Figure 52: Reasons for not purchasing a compact or smaller vehicle,
June/July 2008
- Appendix: What is "Green"? What is a Hybrid?--A Detailed Definition
- Green
- Hybrid
- Mild hybrids
- Strong hybrids
- Plug-in hybrid
- Green and hybrid technology rating system
- Air pollution score
- Fuel economy
- Greenhouse gas score
- Vehicle rating system
- Appendix: Trade Associations
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