Powertrain Acceptance & Consumer Engagement Study Chrysler Powertrain Research March 2008 1
Research Objectives The 2010 Morpace Powertrain Acceptance & Consumer Engagement (PACE) study builds upon the findings in last year’s study to provide automotive manufacturers and suppliers with a comprehensive assessment of current and future powertrain technologies from the consumer’s point of view. The key objectives addressed in the 2010 PACE study include: • Quantifying awareness, initial interest, and purchase consideration for various powertrain technologies • Identifying consumer preferences for powertrain characteristics, including engine size/power, fuel type, drivetrain, and transmission type • Understanding the trade-offs that consumers will make among specific powertrain technologies given the specifications of each—and the resulting impact on expected share (Discrete Choice analysis) Morpace Syndicated Research: 2010 PACE Powertrain Study 2
What’s “New” for 2010 While last year’s study was a success, some changes are planned for 2010 to meet the demands of our clients and to best reflect the changing marketplace. Key Changes for 2010: • Greater focus on electrified vehicles, including range-extended electric vehicles, and battery-electric vehicles. o In-depth focus on infrastructure issues and other issues related specifically to these types of vehicles • Additional technologies tested to include Stop/Start, EREV, FEV o Omission of CVT and All-Wheel Drive • Enhanced driver behavior/habits information to better understand how the vehicle is used. • Detail on fuel economy performance versus expectations, and the price willing to pay for improved miles per gallon. • Discrete Choice Model: each attribute will be tested at five different levels to increase range of values tested. Morpace Syndicated Research: 2010 PACE Powertrain Study 3
Methodology • The 2010 PACE study was conducted online among a total sample of 3,269 U.S. respondents – Fielding period: April 2010 • The total survey took approximately 30minutes to complete, including the discrete choice exercise Vehicle Segment Sample Size Sample TOTAL 3,269 Sub ‐ Compact Car 248 • Compact Car 250 Participants in the study meet the following Midsize Car 355 criteria: Large Car 249 – Own a qualifying 2006 – 2011 MY vehicle Compact Luxury Car 150 – Qualifying vehicle purchased/leased new and is still owned Midsize Luxury Car 149 by the respondent Small CUV 248 – Respondent intends to purchase another new vehicle in the Midsize CUV 242 future Minivan 249 – Respondent was primary vehicle owner and decision-maker Small SUV 248 – Respondent does not work for an auto manufacturer/supplier/ Midsize SUV 248 dealer, etc. or a marketing/advertising company Large SUV 243 • All data is sales-weighted by vehicle segment Fullsize Pickup 390 Morpace Syndicated Research: 2010 PACE Powertrain Study 4
Highlights of Findings Morpace Syndicated Research: 2010 PACE Powertrain Study 5
The Importance of Fuel Economy Morpace Syndicated Research: 2010 PACE Powertrain Study 6
Fuel economy is a major factor among today’s automotive consumers − Consumers place high emphasis on fuel economy when considering a vehicle Importance of Specs on New Vehicle Shopping (% Very Important 5 on 5pt scale) Fuel Economy (MPG) 57 Transmission Type 53 Number of Cylinders 19 Engine Horsepower 18 Engine Torque 15 Engine Size (Displacement) 14 Morpace Syndicated Research: 2010 PACE Powertrain Study 7
Further, consumers are not satisfied with the fuel economy they are achieving today − Satisfaction is lowest among SUV and Pickup owners, but Midsize CUV and Minivan owners are less satisfied as well Satisfaction with Current Engine & Transmission % Completely Mean % Completely Satisfied Rating Dissatisfied Engine Reliability & Durability 9.1 * 79 Overall Engine 8.9 * 71 Engine Vibration 8.9 1% 71 Overall Transmission 8.8 1% 69 Smoothness of Transmission/Shift Feel 8.7 1% 66 Engine Noise 8.6 1% 62 Power and Pickup Provided by Engine 8.6 1% 62 Fuel Economy 7.7 2% 38 Morpace Syndicated Research: 2010 PACE Powertrain Study 8
Consumers anticipate higher fuel prices in the future, emphasizing the importance of improved fuel economy Fuel Price (Mean) $5.00 $4.64 $4.50 $3.82 $4.00 $3.50 $3.12 $2.83 $3.00 $2.50 2009 - $2.74 $2.00 $1.50 $1.00 $0.50 $0.00 Recently Anticipated Cost Anticipated Cost Anticipated Cost Paid 1 Year From Now 3 Years From Now 5 Years From Now Morpace Syndicated Research: 2010 PACE Powertrain Study 9
For many consumers, the actual fuel economy they are achieving is less than what they originally expected Fuel Economy More or Less than Expectations (%) Don't know Much less than expected A bit less than expected Equal to what I expected A bit more than expected Much more than expected 2 1 1 3 3 3 2 2 5 4 2 4 7 10 10 12 13 13 15 17 13 18 19 20 19 15 25 24 53 49 54 53 45 49 52 50 50 53 50 44 52 45 26 26 31 31 26 24 29 25 22 21 26 22 21 19 8 4 4 5 2 1 3 4 2 1 7 6 6 5 1 0 0 1 1 0 0 0 0 0 0 2 Total Sub- Compact Midsize Large Car Compact Midsize Small CUV Midsize Small SUV Midsize Large SUV Minivan Fullsize Sample Compact Car Car Luxury Car Luxury Car CUV SUV Pickup (3269) (105) (541) (566) (241) (154) (77) (365) (182) (78) (195) (101) (190) (475) Morpace Syndicated Research: 2010 PACE Powertrain Study 10
While improved fuel economy is strongly desired, consumers are only willing to pay so much for it Additional Amount Willing to Pay to Increase MPG ($) Total Sample $2,515 $1,882 $1,369 $921 $578 Total Sample 10% 20% 30% 40% 50% Morpace Syndicated Research: 2010 PACE Powertrain Study 11
Consumers do not necessarily want fuel economy to come at the cost of performance Buyer Personal Characteristics (% on a 5 point scale) Trade engine size for fuel economy 22 31 27 13 7 Consider environmental vehicles if 16 32 28 14 10 similar performance in the class Keep same type but shop different 16 32 31 12 9 brands for fuel efficiency Pay more for environmental vehicle 12 28 37 14 9 Sacrifice performance for fuel 7 26 37 21 9 economy Pay more for delivering more 6 19 34 26 15 exhilarating performance % Strongly Agree % Strongly Disagree Morpace Syndicated Research: 2010 PACE Powertrain Study 12
Fuel Type Comparison Morpace Syndicated Research: 2010 PACE Powertrain Study 13
Gasoline is rated highest for passing performance, but is not seen as economical or environmentally-friendly Opinion of Gasoline Engine (% Excellent 5 on 5pt scale) Highway Passing Performance 48 Passing Performance 43 Reliable 43 Safe to Use 42 Acceleration from a Standing Start 41 Towing Performance and Capacity 27 Noise/Vibration at Idle 21 Noise/Vibration During Driving 21 Engine Sound 20 Driving Distance Between Fill-Ups 17 Holds Value (Resale) 14 Exhaust Odor 14 Innovative/New Technology 9 Fuel Economy 7 Cost to Operate 6 Environmentally-Friendly 5 Morpace Syndicated Research: 2010 PACE Powertrain Study 14
While noise and odor are still perceived issues for diesel, the fuel is noted for its exceptional towing performance Opinion of Diesel Engine (% Excellent 5 on 5pt scale) Towing Performance and Capacity 45 Safe to Use 29 Reliable 24 Driving Distance Between Fill-Ups 19 Highway Passing Performance 15 Passing Performance 14 Acceleration from a Standing Start 9 Holds Value (Resale) 9 Fuel Economy 9 Innovative/New Technology 5 Cost to Operate 5 Noise/Vibration During Driving 4 Engine Sound 3 Environmentally-Friendly 3 Noise/Vibration at Idle 3 Exhaust Odor 2 Morpace Syndicated Research: 2010 PACE Powertrain Study 15
Hybrids are cited as providing an economical and quiet ride, but lack in many performance areas Opinion of Hybrid Electric Vehicle (% Excellent 5 on 5pt scale) Fuel Economy 39 Noise/Vibration at Idle 38 Innovative/New Technology 37 Driving Distance Between Fill-Ups 36 Environmentally-Friendly 31 Safe to Use 31 Exhaust Odor 30 Engine Sound 29 Noise/Vibration During Driving 28 Cost to Operate 19 Holds Value (Resale) 16 Reliable 15 Highway Passing Performance 8 Acceleration from a Standing Start 7 Passing Performance 7 Towing Performance and Capacity 3 Morpace Syndicated Research: 2010 PACE Powertrain Study 16
Fully-Electric Vehicles outperform all other fuel types across many “green” categories, but are thought to have some performance deficiencies Opinion of Fully Electric Vehicle (% Excellent 5 on 5pt scale) Exhaust Odor 67 Fuel Economy 63 Environmentally-Friendly 62 Noise/Vibration at Idle 57 Innovative/New Technology 53 Engine Sound 52 Noise/Vibration During Driving 46 Safe to Use 34 Driving Distance Between Fill-Ups 32 Cost to Operate 31 Holds Value (Resale) 16 Reliable 12 Acceleration from a Standing Start 8 Highway Passing Performance 7 Passing Performance 6 Towing Performance and Capacity 3 Morpace Syndicated Research: 2010 PACE Powertrain Study 17
Technology Assessment Morpace Syndicated Research: 2010 PACE Powertrain Study 18
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