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Old 04-09-2012, 08:20 AM   #1
AVANTI R5
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Default Hybrid buyers who want a new car donít buy another one, study says




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Excluding owners of the best-selling Toyota Prius, the repurchase rate among other hybrid buyers dropped to 22 percent, according to a Polk study released today.
\
According to the study, the loyalty rate for hybrids since the beginning of 2008 has ranged between 26.4 percent in the second quarter of 2010 and 41.8 percent in the second quarter of 2009. The rate for the fourth quarter of 2011 was 40.1 percent while the total for 2011 was 35.0 percent
But there is some good news for manufacturers who have invested heavily into developing hybrid technology, said Brad Smith, director of Polk's loyalty management practice.

Conquest tool
Hybrids seem to attract new buyers to brands, and they may also help brands retain customers, he said.

"It's a great conquesting tool for brands," Smith said in a phone interview, calling hybrid technology "a competitive edge when it comes to attracting new customers."

That is especially true for Toyota, a hybrid pioneer that has expanded its Prius hybrid line to three body styles and just added a plug-in version.
Polk said in 2011, 60 percent of Prius owners back in the market bought a Toyota brand vehicle. The study also found that 41 percent of the Prius owners back in the market either bought another Prius or a hybrid from another automaker.

For Honda hybrid owners, 52 percent stayed with the Honda brand, but less than one in five bought another hybrid from any brand.

Competition with conventionals
Smith said the biggest challenge for hybrid makers is that less expensive conventional fuel-efficiency technologies are also advancing rapidly, reducing the fuel-efficiency advantage of more expensive hybrids.
That may be why hybrids accounted for just 2.4 percent of total U.S. auto sales last year, down from 2.9 percent in a peak of 2.9 percent in 2008.
"The premium price points for hybrids are just too high when so many conventional small and mid-size cars have improved fuel economy," Smith said.

This was the first time Polk has conducted a study of hybrid buyers returning to the market

Read more: http://www.autonews.com/article/2012...#ixzz1rXqlaauf
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Old 04-09-2012, 10:01 AM   #2
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A bit misleading since they exclude Prius buyers.
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Old 04-09-2012, 10:02 AM   #3
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Just a bit?
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Old 04-09-2012, 10:07 AM   #4
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A bit misleading since they exclude Prius buyers.
Misleading how? It says so in the first sentence of the article. And in fact it's very informative -- it indicates the Prius is the enthusiast's choice, while regular car buyers don't lock onto hybrid technology as their defining requirement for a car.
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Old 04-09-2012, 10:13 AM   #5
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I'd like some context on repeat purchase rates (both within a brand and a model line) for non-hybrids and the market at large.
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Old 04-09-2012, 11:16 AM   #6
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if I wanted a fuel efficient car I would buy a diesel not a hybrid. I wonder how many of these people think the same?

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A bit misleading since they exclude Prius buyers.
I remember some idiots telling me that prius is a lifestyle, not a car. I wanted to slap them in the face.
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Old 04-09-2012, 11:36 AM   #7
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Quote:
Originally Posted by Rootus View Post
Misleading how?
"Hybrid buyers who want a new car donít buy another one"

just doesn't quite lead up to:

Prius owners will are 40+% likely to buy another one


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I'd like some context on repeat purchase rates (both within a brand and a model line) for non-hybrids and the market at large.
I agree. I actually think the Prius is above average in this respect. More people who own a Pruis will upgrade to a car they already have.
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Old 04-09-2012, 12:06 PM   #8
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Originally Posted by dw914er
I agree. I actually think the Prius is above average in this respect. More people who own a Pruis will upgrade to a car they already have.
Some evidence: ftp://ftp.cba.uri.edu/classes/oliver...0consumers.pdf



Note that this is for purchasing the same brand, not the same model. Therefore we just need to demonstrate that Prius buyers are not 60+ years old on average to complete the argument (as old people, both by stereotype and data as per the above, are fiercely brand loyal).

Enter http://www.hybridcars.com/hybrid-dri...d-drivers.html .

From the above we can safely assume the drivers are around 50 yrs old. That alone should clinch the argument. Add in their higher average level of education, which from the first link one can see correlates with less brand loyalty, and I, at least, am sufficiently convinced that Prius buyers do have unusually high brand loyalty.
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Old 04-09-2012, 12:29 PM   #9
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Of course Prius owners are more likely to be another Prius or hybrid.

Otherwise the author of the article wouldn't have had to exclude them to get the statistics he/she wanted.
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Old 04-09-2012, 02:13 PM   #10
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the Prius is the enthusiast's choice
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Old 04-09-2012, 03:20 PM   #11
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Old 04-09-2012, 03:39 PM   #12
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.... it is? Whats the problem with his statement. Enthusiasts of hybrid tech chose the prius as their most desirable ride.
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Old 04-09-2012, 04:15 PM   #13
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Prius is the smugness, image-enthusiast's choice. Enthusiastic about what a Prius says about them, has nothing to do with what the car does or doesn't do for them.

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Old 04-09-2012, 08:37 PM   #14
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I've driven one, it wasn't an enthusiastic drive.
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Old 04-10-2012, 12:14 AM   #15
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I've driven one, it wasn't an enthusiastic drive.
'Enthusiast' doesn't mean what you think it means.
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Old 04-10-2012, 02:02 PM   #16
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Considering most hybrids aren't that old you would suspect that people replacing them already would be pretty dissatisfied with their cars, especially given that gas prices are increasing still. The only mainstream non-Toyota hybrid that is getting to replacement age is the Civic Hybrid and that is a POS. The results of the study aren't surprising but extending them to conclusions about hybrids in general is dubious at best.
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Old 04-10-2012, 02:08 PM   #17
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Originally Posted by Calamity Jesus View Post
'Enthusiast' doesn't mean what you think it means.
Exactly.

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Originally Posted by HipToBeSquare View Post
Prius is the smugness, image-enthusiast's choice. Enthusiastic about what a Prius says about them, has nothing to do with what the car does or doesn't do for them.
That isn't unique to Prius owners. Image plays a major role for nearly all car buyers.
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Old 04-10-2012, 03:04 PM   #18
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That isn't unique to Prius owners. Image plays a major role for nearly all car buyers.
Image is a factor.

However, as a factor, Image seems to over-ride almost every OTHER factor on the Prius. Image on that car has become an over-riding factor, regardless of the additional cost over a traditional car, like it's corolla platform mate, or even social interactions between people.

"Oh, you own such and such.... well, I own a PRIUS. [condescention inflection]"

People spend a lot of money for that, which isn't necessarily a fiscally good decision. Evidently, it is worth the extra money for the image. Lots of cars have a built-in image markup, but usually have a technical benefit to back some of that up.
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Old 04-10-2012, 03:41 PM   #19
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BMW and Mercedes drivers do the same thing.
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Old 04-10-2012, 03:49 PM   #20
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If only the eco-conscious knew how much pollution is made smelting all those batteries....
We burn our garbage to make local power in my county... The surrounding counties get to look at landfills. The incinerator puts out way less pollution than several cars running all day. Its mainly putting out steam. The carbon is filtered out. But the image of "burning garbage" has been unpopular in the public eye. Image is 100% manufactured in this modern world.
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Old 04-10-2012, 03:52 PM   #21
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Well burning garbage has an unpopular image because in the 70s they wouldn't filter anything and you would get acid rain and people with athsma being unable to breathe. There is obviously something to being eco concious but being smug about it is stupid.
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Old 04-10-2012, 04:09 PM   #22
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Originally Posted by scott_gunn View Post
A bit misleading since they exclude Prius buyers.
And show a Prius in the main headline.
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Old 04-10-2012, 04:50 PM   #23
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I could see why most hybrids would be a one-time purchase. Only marginal (imo) gains in mpg for an added amount of weight and complexity. Not to mention price.
The honda CR-Z is one that definitely wouldnt encourage repeat buying. Heavy and slow for its size and there are sportier non-hybrids killing it when it comes to uel economy.
The best electric csr ever released was shockingly a GM. Anyone interested in electric cars should watch a documentary called "Who Killed the Electric Car".
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Old 04-10-2012, 04:54 PM   #24
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Quote:
Originally Posted by HipToBeSquare View Post
Image is a factor.

However, as a factor, Image seems to over-ride almost every OTHER factor on the Prius. Image on that car has become an over-riding factor, regardless of the additional cost over a traditional car, like it's corolla platform mate, or even social interactions between people.

"Oh, you own such and such.... well, I own a PRIUS. [condescention inflection]"

People spend a lot of money for that, which isn't necessarily a fiscally good decision. Evidently, it is worth the extra money for the image. Lots of cars have a built-in image markup, but usually have a technical benefit to back some of that up.
I can't speak for other states but every one I know who bought a Prius got it for the carpool lane sticker or the gas mileage. People in the LA area often times have 1hr+ commutes in stop and go and a hybrid can save a ton of gas in those conditions. I have yet to meet a pious Prius owner that is for some reason so stereotypical.
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Old 04-11-2012, 07:23 AM   #25
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Well burning garbage has an unpopular image because in the 70s they wouldn't filter anything and you would get acid rain and people with athsma being unable to breathe. There is obviously something to being eco concious but being smug about it is stupid.
Exactly here we make a huge mess then when there is outrage we decide to either quit or clean up. It would be cheaper just to avoid all the superfund sites and huge screwups in the beginning though. If they burned at hotter temperatures it would have been cleaner too. Now the public is upset when they see steam coming out of a coal plant so coal plant operators run them less efficiently to reduce visible steam...
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