01475126

Component

In a news release dated April 9, 2012, Polk stated that only 35% of hybrid owners bought a hybrid again when they returned to market in 2011. These findings were based on an internal study conducted by Polk. The study also indicated that if repurchase behavior among the high volume audience of Toyota Prius owners wasn’t factored in, hybrid loyalty would drop to under 25%. This news release has generated a lot of interest and concern by the automobile industry and consumers, since it was published. Most reactions to the 35% hybrid loyalty dealt with concerns of the viability of hybrid technology as part of the solution to address transportation energy challenges. This paper attempts to shed more light on Polk’s hybrid loyalty study as well as explore several information sources concerning hybrid loyalty status. Specifically, major factors that might impact the selection and acquisition of hybrid vehicles are addressed. This includes investigating the associations between hybrid market shares and influencing factors like fuel price and hybrid incentives, as well as the availability of hybrid models and other highly fuel efficient vehicle options. Other emerging technologies that aim at reducing fossil fuel consumption and cleaner alternative fuels, and greenhouse gases emission were also examined.

This paper was sponsored by TRB committee ADC70 Transportation Energy.

01470560

13-4667

English

18p

2013

Transportation Research Board 92nd Annual Meeting

Digital/other

Figures; References; Tables

Customer satisfaction; Fuel consumption; Hybrid vehicles; Incentives; Market share; Purchasing; Surveys

Economics; Highways; I10: Economics and Administration

Transportation Research Board Annual Meeting 2013 Paper #13-4667

TRIS, TRB, ATRI

Feb 5 2013 12:54PM