Hybrid Car

The market potential for a new hybrid car in Malaysia is still in the phases of introducing the hybrid car into automotive industries. It is because most of the car industries were pushing more on the normal cars which is on demand nowadays. Shifting a company customer base from early adopters into mass market customers is one of the key challenges facing by the green marketers. Few growing and new companies have been able to expand their niche beyond a core set of customers. One of the primary reasons is that, consumers tend to not like paying price premiums for green products. Another reason is that, consumers have not traditionally prioritized green as a deciding attribute when making purchase decisions.

However, certain hybrid car seems to be crossing this scenario into mass market. Even though hybrid car is still ne in industries and in early stages of its adoption, hybrids have already generated broad appeal with mainstream customers. Moreover, the stereotype of hybrid owners as treehuggers is far from true, in fact they are high income and mainstream consumers.

Those who purchase hybrid vehicles tend to have much higher levels of education and report much higher household income, they are also about four years older than the average new vehicle buyer around 54 years old customer versus 50 years old customers. Hybrid owners tend to be proud advocates of their vehicles, and they typically provide many more positive recommendations about their ownership experience than do other new vehicle buyers. Separately, a psychographic profile of hybrid car owners, found that people who drive hybrid cars are 78% more likely than the general population to be highly creative. That is, they are inventive and imaginative and also tend to be emotionally sensitive and intellectually curious. The mindset of hybrid car drivers, are far more likely to be more liberal than the general population. They tend to be more open minded, more spontaneous, and more assured of their ability to lead others.

New vehicle buyers who express a strong willingness to pay more for environmentally friendly vehicles are more likely to be female. They are also highly educated. The concentration of consumers who express willingness to pay extra for an environmentally friendly vehicle is highest in the western United States and lowest in the Midwest. Among these environmentally conscious consumers, approximately one in 10 has actually purchased a new hybrid vehicle.

New vehicle buyers who say they are very willing to pay more for a vehicle that is environmentally friendly are more likely to purchase compact vehicles than the average new vehicle buyer. In addition, these environmentally conscious new vehicle buyers tend to have owned smaller vehicles previously, demonstrating a propensity to consistently choose more