Monday, April 8th, 2013 - Roy Morgan Research

Almost half of all Australian adult drivers say they would seriously consider buying a diesel vehicle, according to the latest Roy Morgan Automotive Currency Report. 

Consideration of Diesel (although down slightly to 48.1% from its peak of 50% a year ago) remains ahead of Hybrid (45.6%) and LPG (30.3%).

Hybrid consideration has steadily declined since peaking above 60% in mid-2008, the inverse of Diesel’s rise over the same period. Consideration rates for both fuels flattened in 2012.

LPG consideration is continuing to decline, now down to only 30.3% of adult drivers. Electric or plug-in vehicles remain a consideration for just under one in four drivers.

In New Zealand, consideration of Hybrid vehicles is at 50.8%, well ahead of Diesel’s 38.3%. Kiwis’ Electric consideration is similar to Australians’ at 25.9%, but far fewer consider LPG (16%).

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

“In 2012, almost 30% of the 1.1 million new vehicles sold were powered by diesel engines. This proportion has risen over the last few years, with much of the growth attributable to the increasingly popular SUV market. Comparatively, total Hybrid sales accounted for just over 1% of all new vehicle sales, with marginal year-on-year gains coming from passenger vehicle segments.

“With so many more diesel-powered options available it is not surprising to see consumers give it due consideration.

“Diesel considerers are more likely to be found in rural areas, be male, aged 35-64, have a higher education, work full time and earn $70K+. Of those in the market for a new car in the next 4 years, diesel considerers have a higher preference for European makes—in particular Volkswagen, Mercedes-Benz & BMW.”


Source: Roy Morgan Single Source (Aust): November 06 – January 12, three month moving average. Average sample n=10,667

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
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fuel for thought, survey, diesel, diesel drivers



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