2007-09-06-奥纬咨询-Auto_Environment_2007_8页_229kb

报告摘要

Climate change debate significantly influences purchasing behavior, with 80% of drivers intending to react by choosing environmentally friendly cars.
Environmental compatibility has risen to fifth place among purchasing criteria for the first time, behind reliability, safety, price/ performance ratio, and total cost of ownership.
Consumers desire an independent eco-seal for cars, with about three-quarters of European consumers preferring this feature.

Nine in ten European consumers aim to reduce environmental impact through car choices, such as switching to eco-drive systems or purchasing smaller/less powerful cars, though cost sensitivity persists.
Over half of consumers prioritize low fuel consumption and CO2 emissions, with fewer considering recyclability or small cars inherently environmentally friendly.
Willingness to pay higher costs for eco-friendly models is low, with only about half interested in such options.

Currently, Toyota, Renault, and Peugeot are viewed as most environmentally friendly, but German brands are expected to rise in prominence within ten years due to their commitment to environmental innovation.
European consumers foresee German brands like BMW and Mercedes-Benz leading in ten years, while American consumers see potential for German leadership.

Reassess brand environmental positioning and integrate environmental compatibility into core values.
Aggressively market new environmental technologies and eco-friendly models.
Develop low-cost, low-fuel-consumption projects to reduce purchase barriers.
Secure partnerships with suppliers for key environmental technologies.
Prioritize environmental protection in research and development.
Consider adding specialized eco-models to vehicle line-ups without necessarily increasing costs.

The auto industry must balance technological innovation, cost, and environmental friendliness, exploring new business models like shared mobility or eco-leasing.
Strategic alliances with suppliers are essential for accessing emerging technologies, while adapting marketing to leverage the growing trend toward sustainability.

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