With outrageous gas prices quickly killing the once-mighty SUV and making hybrids the sexiest thing on four wheels, people not only want gas-electric cars, they're willing to fork over the money to buy them. A study by J.D. Power and Associates finds consumers will spring for ecofriendly rides even after learning it will set them back an average of $5,000 more than a similarly sized conventional car.
J.D. Power has long used its annual "U.S. Automotive Emerging Technology Study" to gauge public interest in automakers' latest gadgets and gizmos. It polled 19,000 people and found 78 percent of them "definitely" or "probably" are interested in making their next car a hybrid. Even after being told such cars typically carry a $5,000 premium, 46 percent said they'd still put a hybrid in their driveway.
It doesn't take a survey to know high fuel prices and the benefits of going green are resonating with consumers, but J.D. Power's findings show a growing number of people are willing to pony up for it. Past studies have found purchase intent decreases incrementally as the price of new car tech climbs.
"You'll usually see a huge drop-off at $1,500," says Mike Marshall, director of automotive emerging technology at J.D. Power. "But the drop-off was nowhere near what I thought it would be in this case."
People love hybrids, but the jury is still out on clean diesels, something many auto analysts attribute to lingering misconceptions that diesels are as filthy as they are loud. But Marshall believes interest will grow as a new generation of oil burners hits the road and consumers become hip to [the benefits of clean diesels](http://www.popularmechanics.com/automotive/new_cars/4237945.html).
The study also confirms people love gadgets, especially those that make their cars smarter than they are. Interest was highest for blind-spot detection, backup assist and navigation before the price was revealed. Once people knew how much the gadgets add to the sticker price, backup assist, adaptive headlights and wireless connectivity ranked at the top. “Wireless connectivity, in particular, makes a considerable jump in the rankings after the average price point of $200 is revealed,” Marshall says.
The one thing people are less likely to pay for are in-dash navigation systems. Marshal says there's been a steady decline in interest as portable systems have gotten cheaper. "Joe Consumer is thinking, For a lot less money I can have a portable," he says.
Bluetooth connectivity has a high lust factor, even after people learn the average cost is $200. You can attribute that to all the hands-free phone laws states are adopting. Among those interested in collision-mitigation systems -- which apply the brakes, tighten seat belts, adjust seats and ready the airbags -- one in four people say they might be interested but will wait for the technology to improve. Others don't want to relinquish control of the vehicle. "As soon as the vehicle starts doing something for you with respect to the driver," Marshall says, "that's when there's a lot of concern among respondents."
Photo: afsheen/Flickr
