More than half of Australians looking for a new car are tempted by a hybrid or pure electric vehicle.
Roy Morgan research shows of the 37,000 drivers surveyed 51.6% say they would consider a hybrid vehicle in their next purchase, up from 48.7% in 2015.
Pure EVs were on the radar of 36% of those surveyed since 2015 – which rises to 55.7% when including hybrids – however diesel remains the more popular petrol-alternative with 45.5% considering one as of May 2018.
Image: Roy Morgan
Hybrids have the lowest buyer consideration for those earning below $30,000 annually (49%) but for incomes over $200,000 the interest rises to 65%.
Pure EVs show a similar trend, going from 32.7% (sub-$30k wage) to 51.9% for $200k-plus earnings.
Diesel peaks at about 58% at the $150,000-200,000 salary but declines above that level, whereas hybrids and pure-electric continue rising.
However petrol remains top consideration at 68.5% above $200,000 annual earnings.
Roy Morgan industry communications director Norman Morris says attitudes towards non-petrol vehicle options have changed.
“Those alternatives considered more environmentally friendly than traditional petrol engines have seen increased consideration, especially as major car brands continue to invest in making those alternatives more affordable and accessible,” he says.
“There are notable demographic differences in who would seriously consider buying hybrid and electric vehicles, with the wealthier consumers more likely to seriously consider them, while diesel was more likely among middle/higher-income consumers,” Morris adds.
“Vehicle purchase intention can be influenced by fuel consideration, however this is a long-term indicator, and to date, despite their high consideration among adult Australian drivers, both hybrid and fully electric vehicles comprise less than 1% of the vehicle car park,” Harris continues.
“The challenge will be to convert this intention to vehicle sales.”
