Accenture: Fuel economy not enough to mainstream hybrids and EVs
According to a new Accenture Study taken in the US, Canada, Germany, France and Italy, 6 out 10 consumers will only buy a hybrid when it is "superior to gasoline-only models in every way." Likewise, just 36 percent of consumers cited higher gas prices as a reason to buy a hybrid or electric car.
Unfortunately, according to the survey, "those that have driven a hybrid or electric vehicle rate fuel efficiency as being very good to excellent, but most rate the ride, performance, style and maintenance as good at best."
Thus, Accenture concludes that automakers will need to "achieve competitive differentiation, " such as "distinctive capabilities, particularly around safety, environmental protection and entertainment” to achieve mainstream success with hybrid and electric vehicles.
On a side note, of the 42 percent that are willing to buy a hybrid or EV in the next few years, 80 percent are interested in hybrid cars rather than electric vehicles.