A good concept for a future Scion hybrid?
Study suggests that Generation Y could be the tipping point for hybrid mainstreaming
I’m not a big fan of consumer studies and surveys. It’s always easier to talk the talk than to walk the walk, and a decade of hybrid surveys and hybrid sales proves the relative futility of such social science. Nevertheless, trying to get a read on the future of automotive consumer psychology appears to be a necessary evil.
Anyway, a new Deloitte study claims that Generation Y is ready to leave conventional gas guzzlers behind in favor of hybrid cars, as long as they’re not plug-ins.
Oddly, that plug-in angst was the most surprising result of the entire survey, particularly since I’m not convinced consumer studies are a very good indicator of real world purchasing. Still, only 2 percent of Y’ers were interested in battery electric plug-ins, while 57 percent were interested in hybrid cars and 37 percent were interested in traditional gas-guzzlers. In terms of plug-in hybrids, Gen Y favored conventional hybrids more than 2 to 1.
The other interesting result of this study is that Gen Y consumers seem to understand that hybrid cars cost more, but they also seem more inclined than their parents to accept these higher costs in return for better fuel economy, especially when gas prices are above $3.00 per gallon. In fact, according to Deloitte there is only a small gap between average hybrid car costs and Gen Y’s cost expectations. Hence Deloitte suggests the tipping point towards mass hybrid adoption amongst this age cohort is very close, and considering Gen Y represents some 80 million potential car buyers, Gen Y purchasing power could be game changing.
Kinda makes me wonder why Toyota hasn’t embraced a Scion hybrid yet, or do they believe the new smaller and cheaper Prius C can resonate with this group of buyers? It seems to me that Toyota has anticipated the fact that the kids want hybrid cars, but I don’t think they’ve nailed the packaging just yet.
Anyway, hopefully Gen Y can walk the walk better than their parents.
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