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It’s Official: Majority would consider a hybrid

Source: Roy Morgan Single Source Survey (Australia), June 2014 - May 2018
Base: Australian Drivers 18+, n= 49,444, Average Sample per Data Point, n=12,282. 1. Includes Hybrid and Fully Electric Vehicles.
New research from Roy Morgan shows that 51.6% of Australian drivers aged 18 and over agreed that they ‘would seriously consider buying’ a hybrid vehicle. Three years prior this figure was at 48.7%, below consideration of diesel vehicles (50.1%) The greatest growth over the last three years came from an interest in fully electric vehicles which increased by 9.7ppts to 36.2%. Consideration for electric-based vehicles (hybrid or fully electric) increased by 4.2ppts to 55.7%.

These are the latest results from Roy Morgan’s ‘Automotive Currency Report’ which is based on in-depth personal interviews conducted face-to-face with over 50,000 Australians per annum in their own home, including over 37,000 drivers 18 and over.

Consideration for diesel and LPG well below ‘electric-based’ alternatives


Diesel and LPG, which have been the main alternatives to petrol up to now, are both showing declining consideration over the last three years. Although diesel with 45.5% consideration  currently remains above fully electric (36.2%), over the last two years it has been overtaken by hybrids which are now clearly the major alternative to petrol, being seriously considered by half of all drivers. 

With the combination of hybrid and fully electric vehicles being considered by 55.7% of drivers in theory, these electric based alternatives will pose a real threat to diesel, LPG and petrol vehicles. However, to date the Roy Morgan car purchasing data shows that less than 1% of the current car market is electric or hybrid.

Seriously Considering Buying a Petrol Alternative Vehicle

Source: Roy Morgan Single Source Survey (Australia), June 2014 - May 2018
Base: Australian Drivers 18+, n= 49,444, Average Sample per Data Point, n=12,282. 1. Includes Hybrid and Fully Electric Vehicles. 

Income impacts newer alternative fuel consideration

Consideration of the newer alternative fuels increases with personal income. Hybrid, for example, has its lowest consideration among drivers who earn under $30,000 per annum with 49.7%, rising to 65.5% for those with incomes of $200,000 and over. Fully electric consideration shows the same pattern, ranging from 32.7% for incomes of under $30,000 up to 51.9% for $200,000 and over.

Diesel consideration increases with incomes up to the $150,000-$199,999, while LPG is fairly even across all incomes and only showing a marginal increase to 22.3% for the $200,000 and over group.

Seriously Considering Buying a Petrol Alternative Vehicle by Personal Income

Source: Roy Morgan Single Source Survey (Australia), June 2017 - May 2018
Base: Australian Drivers 18+, n= 12,191. 1. Includes Hybrids and/or Fully Electric Vehicles.

Norman Morris, Industry Communications Director, Roy Morgan says:
“The attitudes surrounding petrol alternative fuels have changed notably in the last few years. 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.

“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. LPG was considered consistently across all income levels, with a slight consideration drop between $120,000 and $200,000 income earners.
“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 parc. The challenge will be to convert this intention to vehicle sales.

“The types of vehicles considered by consumers today will likely develop into the types of vehicles they will eventually purchase. Roy Morgan has been collecting and analysing a wide range of automotive data for many years across all the major manufacturers, and as a result have accrued a database uniquely suited to tracking consumer behaviour and attitudes in this fast changing industry. To understand more about the motor vehicle market, ask Roy Morgan.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2