Wednesday, October 5th, 2011 - Roy Morgan Research
According to the latest Roy Morgan Automotive Currency Report, almost half of the 15 million Australian drivers 18+ on our roads today would seriously consider buying a diesel vehicle.

For the 12 months to June 2011, 46.8% of Driver (18+) said they would seriously consider buying a Diesel vehicle. More Australian drivers would now consider buying a diesel car than a hybrid, for the first time since both metrics have been tracked. In mid 2008, more than 60% of Australians said they would seriously consider buying a Hybrid vehicle. Since 2008, hybrid consideration has been in steady decline and there has been a gradual increase in the number of drivers who would seriously consider buying a diesel car.

Alternate fuel/engine consideration


Source: Roy Morgan Single Source (Australia) July 2005 – June 2011. Base: Drivers 18+ n= 265,492 (average sample per data point n = 12,708). *Respondents are able to choose multiple responses.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“With around 19% of private new vehicles sold in Australia this year being powered by Diesel engines and less than 1% being hybrid, it’s not surprising to see Diesel consideration overtake Hybrid. And with the superior range of Diesel products and infrastructure available, this trend looks likely to continue.

“Compared to the total driver population, Diesel considerers are more likely to be Male, live in Country areas, belong to the AB Quintile, have a higher than normal average household income and be considered ‘big spenders’.

“Attitudinally, they are more inclined to need a car that can pull a load, regard themselves as a bit of a car enthusiast, go away on weekends and prefer holidays where they can see nature or be in a natural setting. With added space, flexibility, torque and economical performance, it is not surprising then to see that those diesel considerers who are in the market for a new car are more likely to be considering a Compact or Medium SUV.

“As for which brand of SUV they are considering, they are more likely, than the average new car considerer, to be looking at a Volkswagen, Mitsubishi or a Ford. This is certainly good news for Ford, who have recently introduced the new Territory SUV, now with the option of a diesel engine.

“It will be interesting to see which manufacturers are able to further harness this demand for diesel powered SUV’s.”


To learn more about automotive intentions for the different vehicle types, view the detailed Roy Morgan Automotive Currency report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.

This report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Diesel is now the most considered alternate fuel/engine option, cars, automotive

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