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Customer LoginsAlternate fuel vehicles - will they end America's love affair with large trucks?
The introduction of hybrid, alternate fuel and electric vehicles was supposed to signal the end for the large people haulers (Pickups and SUVs) and a move to smaller more fuel efficient minicar like vehicles, right? ...Not in America!
Based on new U.S. light vehicle registrations, gasoline powered vehicles are down 6.1 percentage points year-to-date November 2010 (84.4%) compared to the same time period in 2008 (90.9%). These owners have moved to alternate fuel vehicles which represent the 15.2% balance of the new vehicle market.
Of the growing alternate fuel market, flexible (gasoline / ethanol) vehicles represent the lions share at 68.2%, followed by hybrid (dual gas and electric) vehicles with 17% and diesel with a 14% share of the hybrid market.
Surprisingly, within the flexible (gasoline / ethanol) market, small cars are not the high volume choice for Americans. Instead, the top three segments based on volume are three truck segments as follows:
- Full Size Pickup - 56.4%
- Full Size Utility - 12%
- Mini Sport Utility - 8.8%
When you look at specific models, the top 10 based on volume is represented primarily by trucks, with the Chevrolet Impala and Ford Fusion sedans serving as the car representatives.
Based on the data in the table, which clearly demonstrates America's continued love affair with their large trucks, the government must find a way to continue the mass production of corn. Otherwise, America's top choice for alternate fuel vehicles, the flexible (gasoline / ethanol) units will die of thirst.
This is the first of a series of blogs I will produce focused on alternate fuel vehicles. Next up is a detailed look at the dual gas and electric vehicle market, also known as Hybrids. The above are my market observations supported by Polk data. I would love to hear your thoughts on this subject.
Posted by Marc Bland, Product Strategist and Multicultural Marketing Lead, Polk (02.01.2011)