interview > greene > greene 9
Greene 9 (1:42)
Topic(s): Car Culture / Efficiency
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Actually, my view is that consumers
do care about fuel economy but it's not on their minds when they buy the
car. When they buy a new car they're not thinking about fuel economy.
They're thinking about other things that are more important. Are they
getting a good price for the car, is this going to be a reliable car, does it
have all the features they want, you know, does it convey who they are, you
know, these kinds of things are more important to them at the time they buy the
at the University of California at Davis show—researchers at the University
of California, Davis interviewed about sixty households in depth about their
entire car owning, car buying history and not one of those households had ever
made any precise calculation or any kind of numerical calculation about how
much it was worth to them to have a more fuel economic vehicle.
we know that at the time, I think we know that at the time of purchase
consumers don't worry much about fuel economy, they worry about other
things. But when they own the care and they use it day after day and they fill
it up week after week then they appreciate the value of fuel economy, I think.
And at that point, they may be dissatisfied with the fuel economy of their
super-size SUV or something like that, and say this is terrible, why did I buy
this? But at the time of purchase, they were thinking about something else.