Η πρόσφατη έρευνα της R.L.Polk, έδειξε ότι μόλις το 35% των κατόχων υβριδικών αυτοκινήτων θα ξαναγόραζαν υβριδικό αυτοκίνητο. Η έρευνα έδειξε ότι ο αριθμός υβριδικών αυτοκινήτων στην αγορά, έχει υπερδιπλασιαστεί σε σχέση με το 2007, αλλά το ποσοστό όπου θα ξαναγόραζε ένα υβριδικό αυτοκίνητο το 2011, ανέρχεται στο 35%, την ώρα που το τέταρτο τρίμηνο του 2011 είχε αγγίξει το 40.1%, ενώ το δεύτερο μισό του 2010 ανερχόταν στο 41.8% και στην αντίστοιχη περίοδο του 2009, μόλις στο 26.4%. Ειδικά στους κατόχους Toyota Prius, το ποσοστό αυτό μειώνεται στο 22%.

Σε ότι αφορά την αγορά της Αμερικής, οι πωλήσεις υβριδικών αυτοκινήτων ανέρχονται μόλις στο 2.4% των συνολικών πωλήσεων του 2011, την ώρα που το 2008, ήταν στο 2.9%. Το θετικό για της αυτοκινητοβιομηχανίες είναι η αφοσίωση των καταναλωτών, αφού αν κάποιος αποφασίσει να αγοράσει ξανά ένα υβριδικό αυτοκίνητο, το 60% των κατόχων υβριδικών Toyota θα αγόραζαν ξανά ένα αυτοκίνητο από την Toyota, με το αντίστοιχο ποσοστό της Honda να ανέρχεται στο 52%.

[Πηγή: Polk, Autonews | Photo Copyright: REUTERS/Issei Kato]

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Only 35 Percent of Hybrid Owners Buying Hybrids Again, says Polk

Higher fuel prices not yet impacting hybrid category’s loyalty rates

SOUTHFIELD, Mich. (April 9, 2012) — While the selection of hybrid models in the U.S. has more than doubled since 2007, only 35 percent of hybrid vehicle owners choose to purchase a hybrid again when returning to market in 2011, according to recent analysis by Polk (See Table A). If repurchase behavior among the high volume audience of Toyota Prius owners isn’t factored in, hybrid loyalty drops to under 25 percent.

However, hybrid owners appear to maintain brand loyalty when returning to the new car market. For example, in 2011, 60 percent of Toyota hybrid owners returned to the market to purchase another Toyota, according to Polk, while 41 percent of them purchased another hybrid from any brand. In the case of Honda hybrid owners, more than 52 percent of them stayed with the Honda brand, while just under 20 percent of this same owner group bought another hybrid vehicle from any brand.

“Having a hybrid in the product lineup can certainly give a brand a competitive edge when it comes to attracting new customers,” noted Brad Smith, director of Polk’s Loyalty Management Practice. “The repurchase rates of hybrid vehicles are an indication that consumers are continuing to seek alternative solutions to high fuel prices.”

Online cross-shopping data from Edmunds.com indicates that consumers are doing their due diligence to compare hybrids with similar gasoline-powered vehicles. As an example, the Honda Civic is the second most cross-shopped vehicle among both Toyota Prius and Honda Insight shoppers.

Hybrid vehicles represent just 2.4 percent of the overall new vehicle market in the U.S., according to Polk, down from a high of 2.9 percent in 2008.

“The lineup of alternate drive vehicles and their premium price points just aren’t appealing enough to consumers to give the segment the momentum it once anticipated, especially given the growing strength of fuel economy among compact and midsize competitors,” according to Lacey Plache, Edmunds.com chief economist. “For EVs and PHEVs in particular, certain obstacles — including consumer unease with unfamiliar technology and the lack of an adequate recharging infrastructure — will need to be overcome before sales increase.”

Polk’s research also indicates that volatility in fuel prices between 2008 and 2011, which ranged from just under $2.00/gallon to nearly $4.00/gallon, had little impact on hybrid segment loyalty. As fuel prices continue to rise, Polk will be working closely with its customers to continue to analyze the impact.

Surprisingly, Polk also found that consumers in traditional eco-friendly markets in the U.S. (e.g. Los Angeles, San Diego, Portland, Ore. and Seattle) are no more loyal to hybrid vehicles than the nation at large. A list of the top 15 markets by hybrid loyalty is included in Table B

Table A. Quarterly Hybrid Segment Loyalty 2008-2011

Quarter Hybrid Segment Loyalty
Q1 2008 39.8%
Q2 2008 32.8%
Q3 2008 33.5%
Q4 2008 35.2%
Q1 2009 34.7%
Q2 2009 41.8%
Q3 2009 39.8%
Q4 2009 40.7%
Q1 2010 36.6%
Q2 2010 40.4%
Q3 2010 38.7%
Q4 2010 39.8%
Q1 2011 40.8%
Q2 2011 26.4%
Q3 2011 30.9%
Q4 2011 40.1%

Source: Polk

Table B. Hybrid Segment Loyalty by DMA (Top 15*)

Market Hybrid Segment Loyalty
(2011 Calendar Year End)
West Palm Beach, FL 43.2%
Phoenix, AZ 40.2%
Orlando, FL 39.9%
Tampa, FL 39.9%
St. Louis, MO 38.4%
Boston, MA 38.4%
Indianapolis, IN 37.3%
Minneapolis, MN 36.7%
Seattle, WA 36.2%
Raleigh-Durham, NC 36.1%
Milwaukee, WI 35.9%
Washington, D.C. 35.6%
San Diego, CA 35.4%
Portland, OR 34.8%
Los Angeles, CA 34.1%
Overall U.S. 35%

Source: Polk

* Note: This table represents hybrid loyalty rates in the top 15 markets in which a minimum of 500 hybrid owners returned to market in 2011.

About Polk’s Loyalty Management Practice

Polk’s Loyalty Management Practice aids manufacturers and retailers in effectively managing owner loyalty through the in-depth analysis of automotive shopping behaviors and related market influencers. Polk’s analyses cover the entire U.S. market, and can identify likely defectors, before they leave, providing the opportunity to re-win their business prior to defection actually taking place. The practice is solely focused on helping manufacturers and dealers in retaining their owners through Polk’s diagnostic, predictive and advisory services.

Polk’s solutions identify the key areas and potential causal factors influencing owner loyalty and are applied in the sales, service, finance and marketing functions within the automotive industry.

About Polk

Polk is the premier provider of automotive information and marketing solutions. The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States.

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