ADVERTISING AND MARKETING ACTIVITY Support for hybrid and electric cars has fluctuated in recent years Figure 35 : Recorded above-the-line , online display and direct mail total advertising expenditure on hybrid and electric cars , 2011-16 Television increasingly dominates as the preferred promotional channel Figure 36 : Recorded above-the-line , online display and direct mail total advertising expenditure on hybrid and electric cars , by media type , 2011-15 Toyota has led the market since 2013 Figure 37 : Recorded above-the-line , online display and direct mail total advertising expenditure on hybrid and electric cars , by manufacturer , 2011-15 Outlander and Auris account for over half of investment Figure 38 : Recorded above-the-line , online display and direct mail total advertising expenditure on hybrid and electric cars , by brand , 2011-15 A note on adspend
THE CONSUMER – WHAT YOU NEED TO KNOW Relatively few adults currently own a hybrid or electric car Interest in future ownership appears strong Websites and vehicle manufacturers are important channels for information Cost is a key barrier to ownership Charging is a particular concern for electric vehicle ownership Greater access to charging points is a key issue for many drivers Awareness of FC-EVs is low
VEHICLE OWNERSHIP Alternative fuelled vehicles fail to make an impact Figure 39 : Vehicle ownership , September 2016 Certain groups are more likely to own a standard car … … than own a hybrid / electric car
INTEREST IN OWNING A HYBRID / ELECTRIC CAR Potential for hybrid and electric cars could be significant Figure 40 : Interest in owning a hybrid / electric car , September 2016 Young men have an especially strong interest in ownership Affluent adults are another important target market Older adults and less affluent need some convincing Could targeting parents stimulate demand ? Non-car owners are much less interested in hybrid and electric vehicles
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SOURCES OF INFORMATION ON HYBRID / ELECTRIC CARS Internet and manufacturers are seen as the best sources of information Figure 41 : Sources of information on electric / hybrid cars , September 2016 Dealers popular with older women while men prefer the web Young adults more likely to seek information from informal sources Specialist motor websites favoured by the wealthiest Family and friends are an important communication channel for those who don ’ t own a car TV and adverts are of interest to specific groups