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New-Car Shoppers Do Not See Diesel as a Likely Mainstream Fuel Source

KBB Marketing Research Shows Shoppers' Negative View of Diesels, While
Hybrids Continue to Gain Acceptance

IRVINE, Calif., Jan. 28 /PRNewswire/ -- According to the latest Kelley
Blue Book Marketing Research study (http://www.kbb.com), the vast majority
of in-market new-vehicle shoppers do not see diesel as a likely mainstream
fuel source in the future. The January 2008 results reveal that only six
percent of shoppers think diesel is most likely to succeed in becoming a
mainstream vehicle powertrain type, compared with 40 percent saying
hybrids, 20 percent saying hydrogen fuel cell and 17 percent citing
flexible-fuel systems.

Interest in diesels is steadily declining among in-market new-vehicle
shoppers, while interest in hybrids continues to grow. The gap between
shoppers' interest in diesels versus hybrids has greatly widened
particularly in the last month, with the nine-point gap in December 2007
jumping to a 17-point gap in January 2008. When asked about their
perceptions of diesel engines, nearly half of in-market new-vehicle
shoppers say they are dirty and noisy. In addition, the latest study shows
that shoppers increasingly believe that diesel-powered vehicles get poorer
fuel mileage than conventional gasoline engines, and fewer consumers are
seeing diesels as fuel-efficient.

"Many automakers are looking toward diesels as a very workable solution
for the future, especially in light of the recently passed energy bill, but
the results of this study should give them pause and make them realize they
need to do a better, more thorough job of winning over the American
consumer," said Jack R. Nerad, executive editorial director and executive
market analyst for Kelley Blue Book and kbb.com. "Clearly many Americans
still think of the dirty diesels of the past and are not aware of the
benefits of new clean-diesel technology. Some manufacturers, such as
Volkswagen with its 'Diesolution Tour,' are doing their part to ensure
consumers are educated about today's diesels. However, not enough is being
done by the auto industry as a whole to help American consumers understand
the benefits of modern-day diesel technology."

While diesel consideration and favorability are declining in the eyes
of in-market new-vehicle shoppers, hybrids continue to gain favor. In
addition to hybrids being seen as the most viable mainstream powertrain
choice, interest in hybrids has steadily increased in recent months, with
61 percent of shoppers saying they are interested in hybrids in the latest
study. When asked about the premium they are willing to pay for a
gas/electric hybrid over a traditional gasoline-powered version of the same
vehicle, this month shoppers are willing to pay an average premium of
$3,135, up from an average premium of $2,645 a month ago in December 2007.

When asked about which hybrid vehicles they would consider for their
next purchase or lease in the latest study, in-market new-vehicle shoppers
cite the Honda Civic as most popular with 35 percent. The next most-popular
models are the Ford Escape and Toyota Highlander, each garnering 23
percent. Toward the bottom of the consideration list is the vehicle that
arguably put hybrids on the mainstream map -- the Toyota Prius -- which
only garnered 12 percent of the consideration.

"As auto manufacturers look toward development of future products and
technologies, it's important for them to track, trend and understand
current perceptions among in-market new-vehicle shoppers," said Rick
Wainschel, vice president of marketing research and brand communications
for Kelley Blue Book. "Knowing where shoppers stand on these issues also
can help manufacturers devise successful marketing campaigns to ensure
proper education about new technologies and ultimately, success in the
sales of their future products."

The latest Kelley Blue Book Marketing Research study was conducted on
Kelley Blue Book's kbb.com among in-market new-vehicle shoppers during
January 2008.

About Kelley Blue Book (http://www.kbb.com/sitemap)

Since 1926, Kelley Blue Book, The Trusted Resource(R), has provided
vehicle buyers and sellers with the new and used vehicle information they
need to accomplish their goals with confidence. The company's top-rated Web
site, kbb.com, provides the most up-to-date pricing and values, including
the New Car Blue Book(R) Value, which reveals what people actually are
paying for new cars. The company also reports vehicle pricing and values
via products and services, including software products and the famous Blue
Book(R) Official Guide. Kbb.com is rated the No. 1 automotive information
site by Nielsen//NetRatings and the most visited auto site by J.D. Power
and Associates eight years in a row. No other medium reaches more in-market
vehicle shoppers than kbb.com; nearly one in every three American car
buyers performs their research on kbb.com.


Media Contacts:
Robyn Eckard Joanna McNally
949-268-3049 949-268-3079
reckard@kbb.com jmcnally@kbb.com


SOURCE Kelley Blue Book

4TehNguyen

iTrader: (1)

make diesel cost the same as regular or maybe cheaper then maybe they will care

19psi

people just dont know anything about cars other than what they hear from other morons or what false information they already possess. i'd much rather ahve a diesel than a hybrid.