Survey Says

A recent survey by IBM’s Institute for Business Value asked 1,716 U.S. drivers what would motivate them to switch from using a gasoline, diesel or hybrid vehicle to an electric-only vehicle. They also asked 123 auto industry executives to rate the importance consumers place on each choice.

The results are summarized as follows:

	Drivers	Executives
Innovative pricing models or lower price overall	71%	81%
Extended reach or range of the vehicles	64%	63%
Convenience of usage or services	63%	60%
Availability of charging infrastructure	62%	65%
Significantly higher oil prices	51%	76%
Green image or sustainability concerns	48%	33%
Government incentives or regulations	41%	73%
Traffic congestion	26%	11%

Although it’s surprising that, for the most part, consumers and auto execs are on the same page, what’s more surprising is that fewer than half the drivers were motivated by greenness and sustainability.

Isn’t that the whole point of electric-only vehicles? No emissions? Cleaner air? Other than that, what is the attraction to vehicles that are more expensive than their conventional counterparts, have smaller ranges and need expensive home renovations to convert garages and carports into recharging stations?

For one thing, operating costs are lower because electric vehicles are mechanically simpler and electricity is cheaper and more efficient that gasoline, but op costs weren’t even mentioned in the survey results. Hopefully, all the respondents were motivated by environmental concerns, but only 48 per cent said so.

Diesel – still a dirty word in Canada?

Hybrids and electric cars may seem to be the darlings of the future of transportation, but German automakers don’t want you to forget about diesel.

Cleaner burning than ordinary gasoline, diesel is cheaper and has 20 to 40 per cent better fuel economy. Yet, demand is still small. However, in 2008 Volkswagon’s Jetta TDI diesel model won Green Car of the Year in the US.

Despite the award, diesel automakers are keeping a low profile, even on their brand new models. Why? Because they know in Canada, that a lot of minds have already been made up. Canadians don’t think of – or treat – diesel as “green.”

Meanwhile in Europe, diesels account for almost half of the new car sales. Here in Canada, the projection is for hybrid cars to make up about the same by 2016. Diesel, on the other hand, is projected to be only about 10 per cent by that time.

This may be due to the fact that some provincial governments (like Ontario and British Columbia) offer incentives and rebates on hybrid or electric purchases. No such rebate exists for diesel-burning cars – despite their superior fuel economy and cleaner burn.

Diesel buyers could certainly use the break; the components in a diesel car can add $9,000 to the purchase price. The costliness of diesel cars has made them especially unattractive to North American buyers, even in the best economic situations. This, combined with the perceived unattractiveness of the fuel itself makes the situation nearly hopeless in this market. But Audi has released a new slogan in an effort to change this image. Diesel. It’s no longer a dirty word.