Monday, April 8th, 2013

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 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


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