Perhaps BMW is Right in Focusing on the Environment With its i3 Marketing?

Perhaps BMW is Right in Focusing on the Environment With its i3 Marketing?

According to the J.D. Power 2014 U.S. Avoider Study:

We Tend to Think That the Money Saving Aspects of EVs Drive Sales

We Tend to Think That the Money Saving Aspects of EVs Drive Sales

  • "Among new-vehicle buyers who purchased an electric vehicle, more buyers say that they did so due to environmental concerns (32%) than gas mileage (29%)."
This runs counter to our belief that EVs are now predominantly purchased for reasons such as reduced operating costs and fun-to-drive qualities.

Is it true that environmental concerns still top the list of reasons why buyers go electric?

Additional "key" findings from the Avoider Study include:

  • Among both import and domestic new-vehicle buyers, latest technology is among the top 10 purchase reasons indicated at the industry level.
  • For a third consecutive year, gas mileage continues to be the most influential purchase reason at the industry level (15%) and is the second-most-frequently cited reason for rejecting a vehicle, behind price.Exterior styling remains the most influential reason for new-vehicle buyers to avoid shopping other models in the segment in which they purchased (33%).
  • Slightly more than eight in 10 (81%) new-vehicle buyers who use the Internet for automotive shopping cite accessing online ratings and reviews prior to purchasing their vehicle. Fifteen percent of new-vehicle buyers cite online ratings and reviews as a reason they avoided a specific vehicle, up 4 percentage points from 2010.
The study lists the "top five most influential purchase reasons" for mass market new-vehicle buyers:

1. Gas mileage (fuel economy)

2. Reliability (freedom from breakdowns) 3. The "Deal" (interest rates/rebates) 4. Exterior styling (design)

5. Performance (power, handling, etc.)

As for who partakes in this study, J.D. Power says the following:

"The 2014 Avoider Study is based on responses from approximately 29,000 owners who registered a new vehicle in April and May 2013. The study was fielded between July and September 2013. The study, now in its 11th year, examines the reasons consumers purchase, reject and why they do not consider--or avoid--particular models when shopping for a new vehicle."