American consumers still confused about fuel-efficient car options

Nearly half of consumers surveyed were unaware of start-stop technology that can add 10—12 per cent to car's fuel efficiency. Ford will bring it to North America in 2012.

A new survey indicates that American consumers are confused about their options for more fuel-efficient hybrid vehicles and unaware of some of the options available. The survey conducted by the Opinion Research Corporation suggests there is a gap between consumer attitudes toward fuel efficient vehicles and intent to purchase one.

Among the key findings is the fact that almost half of those surveyed (forty-five per cent) said there are too few options when it comes to hybrid vehicles. Similarly, 39 per cent had no idea what the differences are between types of fuel-efficient vehicles such as Start-Stop vehicles and hybrids.

Clearly there is need for more education about the technology and the options available.

The four main vehicle technology categories included in the survey were:

Internal Combustion: Gasoline-powered internal combustion engines are expected to continue to become increasingly more fuel-efficient.

Start-Stop: With minimal change to the vehicle system and a modest price premium, Start-Stop technology allows the engine to be turned off during stops such as traffic lights (similar to a feature of full hybrid vehicles) and automatically restart again when the driver engages the clutch or steps on the gas, thereby reducing emissions and providing fuel saving of 5-12 per cent. Widely used across Europe, vehicles with Start-Stop technology are slated to come to the U.S. market in 2012. Of the car owners surveyed, 28 per cent would consider purchasing a Start-Stop vehicle when shopping for a new car.

Hybrid Electric Vehicle: By using two different sources of traction power (such as a gasoline engine paired with a high voltage battery), the technology maximizes the overall vehicle-efficiency. There are different degrees of hybrid functionality ranging from mild to full to plug-in, each of with greater levels of fuel economy performance, ranging from 15-50 per cent. Nearly 40 per cent of the drivers surveyed would consider purchasing a hybrid vehicle when shopping for a new car.

Electric Vehicle (EV): All electric driving requires an advanced lithium-ion battery with more energy and power. The potential fuel economy improvement of EVs is infinite. About 20 per cent would consider purchasing an EV when shopping for a new car.

In addition to lack of understanding about fuel-efficient options, perception of price continues to be an issue. The data shows 75 per cent of car owners would consider a more fuel-efficient vehicle when shopping for a new car. However, only 20 per cent of car owners are willing to consider actually purchasing a hybrid, Start-Stop, or electric vehicle at current gasoline prices hovering between $3.50 and $4.00 per gallon.