Green may not be something that actually sells cars

A recent survey has suggested the car manufacturers are making a mistake by advertising the green benefits of their cars. The survey has suggested that only 5% of people let green factors be a major part in the decision to buy a car. The survey suggested that people are primarily interested in the cost savings that driving a green vehicle can bring. This suggests that motor manufacturers should be focusing their marketing on this, rather than the green aspect.

The survey involved 1000 drivers from across the UK and it clearly showed that economic factors were the most important in buying a car, these being the cost of buying the car and secondly the fuel consumption of the vehicle. Nearly 80% of people said they would buy a green car but only 50% of people said they would pay more to do this. Only one in four people said they considered how green the car was when making a purchase.

The survey was conducted by Specific Media and interestingly it found that consumers were suspicious and wary of adverts that focused on environmental messages. They stated that generally they found these adverts unclear and not informative. It seems that the marketing for green cars is quite wrong in the current campaigns.

A research manager for the company, Chris Worrell has stated, “People seem to think there are a huge number of people ready to buy green cars that this research suggests that this is completely untrue. In actual fact it seems likely that advertising is putting customers off green vehicles.

In these times of economic uncertainty consumers are looking to the financial benefits of cars, not how good they are for the environment. Advertisers should change the way they are directing messages to potential buyers and use the internet to deliver specific messages to potential customers.”