Thursday, November 24th, 2011
According to the latest Roy Morgan Single Source data (July 2011), 52% of the New Zealand Drivers population aged 18+ years said they would seriously consider buying a Hybrid vehicle.

In mid-2008, more than 60% of New Zealanders said they would seriously consider buying a Hybrid vehicle. Since 2008, hybrid consideration has been in steady decline.

Although Hybrid consideration has declined in the last couple of years, it is still the most considered alternate fuel/engine option with 51.6% in comparison to Diesel (40.1%), Fully electric (26.3%) and LPG (18.3%) in July 2011.

Alternate fuel/engine consideration

Source: Roy Morgan Single Source (New Zealand) May 2006 – July 2011. Base: NZ Drivers 18+ n =52,370.  *Respondents are able to choose multiple responses.

Pip Elliott, Client Services Director, Roy Morgan Research, says:

“Although Hybrid is still the most considered alternate fuel/engine option, since 2007 Hybrid has declined 5.1%. Over this same timeframe, LPG consideration has also decreased by 5% and Electric by 3.9%. Conversely, Diesel consideration has remained relatively stable over the last 5 years, with just over 40% of New Zealand Drivers saying they would seriously consider buying a Diesel vehicle.

“If the decline in Hybrid consideration continues over the coming months, it’s only a matter of time before Diesel consideration takes over. And with the superior range of Diesel products and infrastructure available, this trend looks likely to continue.

“It will be interesting to see which manufacturers are able to further harness this demand for diesel vehicles.”

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Roy Morgan Research

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
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