Environmental Protection Agency
Fuel Economy Label
Pre-Focus Groups Online Survey Report
United States
Environmental Protection
Agency
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Environmental Protection Agency
Fuel Economy Label
Pre-Focus Groups Online Survey Report
Office of Transportation and Air Quality
U.S. Environmental Protection Agency
and
National Highway Traffic Safety Administration
United States Department of Transportation
Prepared for EPA by
PRR, Inc.
EPA Contract No. GS-23F-0364P
Task Order 0001
United States
Environmental Protection
Agency
EPA-420-R-10-907
August 2010
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Table of Contents
Executive Summary 3
Introduction 9
Demographic Profile 13
Vehicle Use 15
Vehicle Purchase Process 17
Role of Fuel Economy 25
Motivators and Barriers to Purchasing Fuel Efficient Vehicles....33
Market Segments 37
Appendix - Phase 3 Survey Questions 39
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EPA Fuel Economy Label Redesign
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Executive Summary
Introduction and Methods
In 2006, EPA updated how the city and highway fuel economy values
are calculated to better reflect typical real-world driving patterns and
provide more realistic fuel economy estimates. EPA is now initiating
a new rulemaking to ensure that American consumers continue
to have the most accurate, meaningful and useful information, as
well as an understanding of how the labeled vehicle impacts the
environment. With the introduction of advanced technology vehicles
on the market the EPA must provide metrics that are relevant and
useful for vehicles such as Electric Vehicles, Extended Range Electric
Vehicles and Plug-in Hybrid Electric Vehicles.
To help inform the creation of the new label, EPA engaged PRR
Inc. to work with them in the design and implementation of several
information gathering tasks including:
Literature review
Focus groups in 3 phases, including pre-group online
surveys
Expert panel
National online survey of new vehicle buyers and intenders
The purpose of the pre-group online survey was to obtain additional
information regarding their vehicle purchase process, the role of
fuel economy in their purchase decision, how they used the current
fuel economy label, and motivators and barriers to their purchasing
alternative fuel vehicles. Data from all the three pre-group online
surveys was merged into one database for analysis purposes since
the survey questions were very similar across all three phases. A
total of 404 of those recruited completed the online survey.
Pre-Focus Groups Online Survey Report
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This report presents a comprehensive summary of the findings
from the three pre-group online surveys. It should be noted that the
results of these surveys are not intended as representative of any
larger group of new vehicle buyers and reflect only the experience
of the focus group participants. Nonetheless, these results can
provide important insights to be used in conjunction with the other
research tasks connected with this overall project.
Key Findings
Vehicle use:
• Most (88.1%) were the principal drivers of their new
vehicles and almost all drove their vehicles five to
seven days a week (91.8%).
• Over half (54.7%) reported that they planned to drive
this new vehicle between 9,001 to 15,000 miles per
year, with another fifth (20.1%) planning to drive
between 15,001 to 20,000 miles per year.
• Respondents mostly used their new vehicles for errands
and shopping (93.1%), visiting family and friends
(83.4%), for recreation (81.3%), and for travel to and
from work (75%).
Vehicle purchase process:
• Over a third (34.1%) purchased a new vehicle less
frequently than every five years. Around a fifth reported
purchasing a new vehicle every five years (17.5%),
every four years (18.7%), or every three years (21.1%).
• More than three-quarters (77.5%) had a specific
vehicle in mind before they first started looking, and
just over half (51.5%) started researching vehicle
information about one to three months before buying.
• More than half (53.6%) compared two to three
vehicles before making their final decision, with only
12.7% considering just one vehicle.
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• More than three-fifths (62.8%) considered more than
one vehicle type, with a third (32.9%) considering two
vehicle types and another fifth (19.7%)considering
three vehicle types.
• More than half (52%) considered a sport utility (SUV)
vehicle when they were first looking.
• The top five most important factors they considered
when buying their newest vehicle were driving comfort,
price, safety, reliability, and gas mileage.
• Over three-fourths (78%) reported that they compared
common factors across the vehicles. The top five
common factors were: size/seating capacity/cargo
capacity (50%), gas mileage/fuel economy (39.8%),
vehicle type/category (25.4%), vehicle price (21.2%),
and make/model reputation (18.6%).
• One-fourth (25.5%) relied on themselves the most
when deciding which vehicle to purchase. A fifth
(21.2%) reported that they relied on their spouse/
partner and/or their immediate family for their vehicle
purchasing decision.
Role of fuel economy:
• Fuel economy was fairly important when choosing
a new vehicle. Three-fifths (60.4%) rated it a '9' or
above on a 10-point importance scale.
• Over two-thirds (67.5%) indicated they searched for
information about fuel economy before buying their
most recent new vehicle. Most respondents looked for
this information at manufacturer's websites (67.1%),
on the fuel economy label (59.5%), using Consumer
Reports (56.3%), and/or at auto dealerships (31.3%).
• Almost three-quarters (72%) reported that they trust
the EPA for fuel economy information.
Close to one-third (31.1%) indicated in their
qualitative comments that EPA is an unbiased,
trustworthy, reliable and reputable agency that is
regulated by the government.
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Another 15.6% said that it was EPA's job to test
vehicles and set standards for fuel economy.
• About 11% said that EPA was committed to
protecting the environment and fuel economy
regulation was part of protecting the environment.
Of those who did not trust the EPA for fuel economy
information:
Over one-fourth (27.2%) indicated in their qualitative
comments that they had not thought about EPA as a
source of information on fuel economy.
• Another 17.5% thought the EPA was biased towards
its own agenda and did not think it was trustworthy.
About another 17% were unfamiliar with the
EPA and about another 17% stated that EPA mpg
estimates were not accurate and higher than real-
life estimates.
Most (88.2%) remembered seeing the fuel economy
label when they bought their most recent new vehicle
(without the aid of seeing the label in the survey). Of
those who did not remember unaided, when shown a
copy of the label almost all (95.9%) then remembered
seeing the label.
The fuel economy label played a fairly important
role in helping respondents choose a vehicle (mean
importance score = 7.41 on a scale of 1 to 10). The
most helpful fuel economy label information was
the highway mpg, city mpg, combined fuel economy
compared to other vehicles, expected range for most
drivers in regard to highway mpg, and expected range
for most drivers in regards to city mpg.
Most (83.7%) did not think the fuel economy label was
hard to understand or that it needed to be improved. Of
those who thought that the fuel economy was hard to
understand and needed to be improved, over one-fifth
(21%) stated that they had difficulty understanding
the combined fuel economy section of the label.
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Motivators and barriers to purchasing fuel efficient vehicles:
• The top motivators that might persuade respondents
to seriously consider buying an advanced technology
vehicle include: lower alternative fuel cost or higher
gas prices (73%), lower vehicle price (60.3%), better
mileage than a gasoline fuel vehicle (34.9%), positive
environmental impact (29%), and higher reliability and
dependability of the vehicle and vehicle parts (17.1%).
• The top barriers that prevent respondents from
seriously considering buying an alternative fuel
vehicle include high cost of vehicle (66.3%), expensive
maintenance (45.8%), expensive cost of parts/battery
(45%), and parts/vehicles are unreliable (36.8%).
• The most compelling factors for buying a fuel efficient
vehicle were 'to save money', followed closely by
'because it was better for the environment', and 'to
reduce our dependency on other countries'.
• When it came to environmental concerns, the top two
environmental factors of most concern were toxic
exhaust emissions and smog.
Market segments: A cluster analysis was performed to identify
possible market segments from among the respondents to the
online survey. Cluster analysis is an exploratory data analysis
technique designed to reveal natural groupings within a collection
of data. As such, cluster analysis can suggest potentially useful
ways of grouping market segments. Three clusters were identified:
• Cluster 1: 'Care more about the environment than fuel
economy' - less concerned about fuel economy and other
vehicle factors, but more concerned about environment
(33%)
• Cluster 2: 'Care most about fuel economy as well as the
environment' - most concerned about fuel economy,
other vehicle factors, as well as environment" (44%)
• Cluster 3: 'Care less about fuel economy and the
environment' - less concerned about fuel economy
and other vehicle factors, and least concerned about
environment" (23%)
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ntroduction
Background
In 2006, EPA updated how the city and highway fuel economy
values are calculated to better reflect typical real-world driving
patterns and provide more realistic fuel economy estimates. In
addition, EPA redesigned the fuel economy label to make it more
informative for consumers. The redesigned label more prominently
featured annual fuel cost information, provided contemporary and
easy-to-use graphics for comparing the fuel economy of different
vehicles, used clearer text, and included a Web site reference to
www.fueleconomy.gov which provided additional information.
EPA is now initiating a new rulemaking to ensure that American
consumers continue to have the most accurate, meaningful
and useful information, as well as an understanding of how the
labeled vehicle impacts the environment. With the introduction of
advanced technology vehicles on the market the EPA must provide
metrics that are relevant and useful for vehicles such as Electric
Vehicles, Extended Range Electric Vehicles and Plug-in Hybrid
Electric Vehicles.
To help inform the creation of the new label, EPA engaged PRR
Inc. to work with them in the design and implementation of several
information gathering tasks including:
Literature review
Focus groups (in 3 phases, including pre-group online
surveys)
Expert panel
National online survey of new vehicle buyers and intenders
Pre-Focus Groups Online Survey Report
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Although the survey questions
were similar across the three
phases of focus groups, the Phase
3 survey questions provides the
most complete set of questions
and is provided in Appendix A.
It was decided to use a three-phase approach for the focus groups
in order to accommodate the sheer amount of information required
to be covered in the focus groups, as well as to use each phase to
inform the next phase on overall label design in regard to both
content and look. The three phases were designed to address the
following issues:
Phase I - Use of the current fuel economy label, as well
as content and design of the label for internal combustion
engine vehicles
Phase II - Understandability of and preference for metrics
for advanced technology vehicle labels
Phase III - Assessment of full label designs for conventional
and advanced technology vehicles in regard to content and
look
Methodology
This document provides an overview of the results of the pre-group
online surveys from all three focus group phases. (See Appendix A
for the survey questions from Phase 31.) The data was merged into
one database for analysis purposes since the survey questions were
very similar across all three phases. In those cases where a question
was not asked in all three phases of the survey, it is noted in the
body of the report.
A total of 32 focus groups were conducted between February 22nd
and May 27th, 2010 in the cities of Seattle, Chicago, Houston and
Charlotte. Groups were gender specific, were conducted in English,
and each lasted two hours.
Participants were recruited from within panels developed and
maintained by the focus group facility used in each city. In order to
screen out 'professional focus group participants,' only those who
had not participated in a focus group in the last six months were
included. In addition, participants were required to demonstrate
evidence that they had purchased a new vehicle (not a used or pre-
owned vehicle; not a motorcycle; not a 'Cash for Clunkers' purchase)
in the last 12 months. In addition, participants must have been the
sole or primary decision maker with regard to this new vehicle
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EPA Fuel Economy Label Redesign
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purchase. Having internet access was also a requirement so that
they could complete the pre-group online survey. To ensure a good
cross-section of participants, each focus group included individuals
representing diversity in: type of new vehicle, price range of new
vehicle, distance they typically travelled daily in this new vehicle,
if they had seriously considered an advanced technology vehicle
before purchasing their vehicle, and demographic characteristics.
Recruits were asked to complete an online survey before they
took part in the focus group discussions. The purpose of the
online survey was to obtain additional information regarding their
vehicle purchase process, the role of fuel economy in their purchase
decision, how they used the current fuel economy label, and
motivators and barriers to their purchasing alternative fuel vehicles.
The survey questions were developed by PRR, with input from the
EPA, NHTSA (National Highway Traffic Safety Administration)
and OMB (Office of Management and Budget).
Those recruited were sent a link to the pre-group online survey
approximately one week in advance of the scheduled focus groups.
They were instructed to complete the online survey at least 2 days
prior to their group. Follow-up reminder calls were made to those
who had not completed the survey in the specified timeframe.
A total of 404 of those recruited completed the online survey. It
should be noted that not all those who completed the online survey
participated in the subsequent focus groups. It should also be noted
that the results of these surveys are not intended as representative
of any larger group of new vehicle buyers and reflect only the
experience of the focus group participants. Nonetheless, these
results can provide important insights to be used in conjunction
with the other research tasks connected with this overall project.
Data Processing and Analysis
Data processing consisted of coding and entering quantitative and
qualitative responses. Open-ended question responses were coded
to allow for inclusion in the quantitative analysis. Response range
and logic checks (with the use of frequency tables) were performed
in order to check for miscoded variables thereby cleaning the
final data file. Data analysis was conducted with SPSS software
(Statistical Package for the Social Sciences).
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2. Cramer's V is a measure of
the relationship between two
variables and is appropriate to
use when one or both of the
variables are at the nominal level
of measurement. Cramer's V
ranges from 0 to +1 and indicates
the strength of a relationship.
The closer to +1, the stronger
the relationship between the
two variables. Kendall's tau-c is
a measure of the relationship
between two variables and is
appropriate to use when both of
the variables are at the ordinal
level of measurement. Tau-c
ranges from -1 to +1 and indicates
the strength and direction of a
relationship. The accompanying
"p" scores presented in this report
for Cramer's V and tau-c indicate
the level of statistical significance
reported if they are at the .o5
level or less.
Data analysis involved the use of appropriate descriptive statistical
techniques (frequencies, percentages and means) and explanatory
statistical techniques (in this case Cramer's V and Kendall's tau-c)
to test for the statistical significance of relationships between
variables.2 A cluster analysis was also performed to identify possible
market segments from among the respondents to the online survey.
Throughout this report, relationships between variables that
are statistically significant at the .05 level or less, and that are
meaningful to an understanding of the data are reported. It
should also be noted that some of the charts presented in the report
are for "multiple response variables", meaning that the survey
respondent could select more than one answer. In such charts the
percentages will add up to more than 100 percent.
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Demographic Profile
Sample demographics as a percentage of the total sample.
Sample
Gender
Female
Male
Did not answer
Age
20-24
25-34
35-44
45-54
55-64
65 or older
Did not answer
Household income before taxes
$15,000425,000
$25,000450,000
$50,000475,000
$75,0004100,000
$100,0004125,000
$125,0004150,000
$150,000 and more
Did not answer
Education
HS diploma or GED
Some college/AA/Technical degree
College graduate
Post graduate
Did not answer
(n = 404)
45.0%
42.3%
12.6%
(n =404)
3.2%
20.5%
21.8%
22.0%
15.6%
5.7%
11.1%
(n = 404)
2.0%
10.4%
19.3%
17.1%
12.9%
5.4%
6.9%
26.0%
(n = 404)
4.5%
25.0%
40.8%
17.8%
11.9%
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Sample
Vehicles per household
1
2
3
4
5 or more
Did not answer
Licensed drivers in household
1
2
3
4
5 or more
Did not answer
(n = 404)
15.3%
41.1%
12.4%
5.0%
2.5%
23.8%
(n = 404)
14.9%
46.5%
9.9%
4.0%
0.7%
24.0%
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Vehicle Use
Respondents were asked if they were the principle driver of the new
vehicle, how many days their new vehicle was driven, approximate
annual mileage, and for what trip purposes the vehicle was used.
More than half drive their new vehicle
between 9,001 and 15,000 miles per year
Most of the respondents (88.1%) were the principle drivers of their
new vehicles and almost all drove their vehicles five to seven days
a week (91.8%). Over half (54.7%) reported that they planned to
drive this new vehicle between 9,001 to 15,000 miles per year, with
another fifth (20.1%) planning to drive between 15,001 to 20,000
miles per year. Only 7% planned to drive more than 20,000 miles
per year.
About how many miles per year is this vehicle driven? (n = 388)
More than 20,000 miles
15,001-20,000 miles
12,001-15,000 miles
9,001 -12,000 miles
0-9,000 miles
26.3%
J 28.4%
0% 5%
10% 15% 20% 25% 30%
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Most used new vehicles for errands,
visiting family/friends, recreation, and/or
commuting to work
Respondents mostly used their new vehicles for errands and
shopping (93.1%), visiting family and friends (83.4%), for
recreation (81.3%), and for travel to and from work (75%).
In a typical week, for what trip purposes do you use for
your new vehicle? (n=332)*
Errands/shopping
Visit family & friends
Recreational
Work
Medical appointments
Non-commute work
related
School
0% 20% 40% 60% 80% 100%
*Mutiple responses are allowed, percents add up to more than 100%
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Vehicle Purchase Process
Respondents were asked how often they purchased a new vehicle
and to describe the process they used for purchasing their most
recent new vehicle, including who or what they relied on the most
when deciding which vehicle to purchase. Additional questions
focused on the importance that various factors played in their final
purchase decision, as well as the number and types of vehicles they
had seriously considered before making their final choice.
Many reported a fairly systematic purchase
process involving research before visiting a
dealership
More than three-quarters (77.5%) had a specific vehicle in mind
before they first started looking, and just over half (51.5%) started
researching vehicle information about one to three months before
buying.
When they were asked to describe the process they used to buy
their most recent vehicle, many said that they started with online
research to learn more about vehicles that fit their needs and
preferences (such as particular vehicle type/category, manufacturer
preference, price range, etc.). They visited websites such as Edmunds.
com, manufacturers' websites, auto-dealer websites, auto-blogs,
consumer review websites, etc. to create a list of comparable
vehicles to consider further. Many also said that they read Consumer
Reports and found it to be a reliable source of information on
vehicles. As a part of this search process, they gathered information
on specific factors such gas mileage, safety, reliability, warranty, etc.
that they thought were important for each vehicle that was in their
consideration set. Subsequently, they visited auto-dealers based on
their preference for particular makes, availability of vehicle model,
consumer reviews of dealers, price quotes, financing options, etc.
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They then test drove the vehicles at these dealerships, bargained for
price and financing, and subsequently bought the vehicle that they
liked the most during the test drive and that best fit their needs,
preferences and price range.
Most considered more than one vehicle and shopped across
vehicle types
More than half (53.6 %) compared two to three vehicles before making
their final decision, with only 12.7% considering just one vehicle.
How many vehicles did you compare before deciding? (n = 379)
1 Just considered 1 make and model
2
3
4
15 or more
However, when it came to the types of vehicles seriously considered,
more than three-fifths (62.8%) considered more than one vehicle
type, with a third (32.9%) considering two vehicle types and
another fifth (19.7%)considering three vehicle types.
Number of vehicle types seriously considered (n=325)
2.8%
1
12
13
14
15
16
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Most popular vehicle types shopped for included SUVs,
midsize cars, crossovers and compact cars
More than half (52%) considered a sport utility (SUV) vehicle when
they were first looking. Almost as many considered midsize cars
(44%), with about a third (31.1%) considering crossover vehicles,
and about a quarter (27.4%) considering compact cars.
Which type of vehicle did you seriously consider when you were
first looking for a new vehicle? (n=332)*
Sport utility (SUV)
Compact car
^-^
Large car h^^^^^^B
Sports car I^^H^^M
Pickup truck 1
Minivan
Subcompact car
Station wagon
Full-size van
Other
^•J^^jj^^Hri 27.4%
J 11.7%
10.2%
8.9%
1 7.1%
—1 5.5%
] 5.2%
J 1.5%
•J 2.8%
0%
10%
20%
30%
40%
50%
60%
^Multiple responses allowed; percents can add up to more than 100%
Seventy-eight percent of the respondents reported common factors
across the vehicles compared. The following are top five common
factors across the vehicles they compared: size/seating capacity/
cargo capacity (50%), gas mileage/fuel economy (39.8%), vehicle
type/category (25.4%), vehicle price (21.2%), and make/model
reputation (18.6%).
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What was that common factor(s) or attribute(s) that drew you
to those specific vehicles? (n = 118)*
50.0%
Size / Seating capacity / Cargo capacity
Gas mileage / Fuel economy
Vehicle type/category
Vehicle price
Model and/or make reputation
Body style / Exterior and interior
appearance / Looks
Reliability/ Dependability
Vehicle features (e.g. leather seats but
no GPS, all wheel drive, etc.)
Safety
Comfort
Resale Value
Power / Performance
Other
0% 10% 20% 30% 40% 50% 60%
* Multiple responses allowed; percents add up to more than 100%
Of those who did not purchase the vehicle(s) that they first
considered, close to one-third (30%) said that they had changed
their decision based on their changed need at that time. For
example, participants were now looking for a bigger vehicle, a
more fuel efficient car such as a hybrid, etc. as compared to when
they initially considered a particular vehicle. Twenty percent
said that they changed their decision after they test-drove the
vehicles. Another 16.7% found the vehicle that they had originally
considered to be more expensive than they could afford.
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Comfort, price, safety, reliability, and gas mileage top the list
of influencing factors
The top five most important factors they considered when buying
their newest vehicle were driving comfort, price, safety, reliability,
and gas mileage.3 But, as can be seen in the table below, many other
factors were also important, including, but not limited to: interior &
exterior appearance, performance/handling/power/, warranty, size/
interior volume, and seating capacity.
Mean scores of factors important in buying new vehicle
Comfortable to drive (n=272)
Price (n=272)
Safety (n=270)
Relability/repair costs (n=270)
Gas Mileage (n=273)
Interiors exterior appearance
tn--)t.Q\
Perfomance/Handling/Power
Warranty (n=272)
Size/Interior volume (n=271)
Seating capacity (n=271)
Brand name (n=272)
Features (stereo, GPS) (n=266)
Low emissions (n=270)
Alternative fuels (n=268)
Towing Capacity (n=272)
Other (n=97)
^•I^MV^ 3.42
12
7
.59
56
7
1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00
Based on phases 2 and 3 data
where the question was asked as
a rating question (as opposed to a
ranking question as in phase 1).
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4 Cramer's V = .239, p = .026
Tau-c = -.119,p = .008
6 Tau-c = -.l-9,p = .013
7 Tau-c = -.155,p = .001
8 Tau-c = -.116,p = .019
9 Tau-c = -.180,p = .000
Tau-c = -.149,p = .001
ii Cramer's V = ,246, p = .006
12. Tau-c =-.122, p = .009
13 Tau-c =-.149, p = .003
14 Tau-c = -.199, p = .000
Cramer's V=. 236, p = . 014
16 Tau-c =-.136, p = .009
17 Tau-c = .130, p = .004
18 Cramer's V = .265, p = .041
19 Tau-c =-.165, p = .001
Cramer's V=. 297, p = . 009
2.1 Tau-c =-.164, p = .001
2.2. Tau-c =-.154, p = .001
2.3 Tau-c =-.104, p = .020
2.4 Tau-c = .143, p = .001
Tau-c = .124, p = .002
It was further found that:
Comfort was more important for women4
Price was more important for those with lower incomes5
Safety was more important to those who were younger6
and with less education7
Reliability/repair costs was more important to those with
less education8
Gas mileage was more important for those with less
education9 and lower income10
Interior & exterior appearance was more important
for those in Houston and Chicago11 and for those who
purchase new vehicles more frequently12
Performance/handling/power was more important to those
with less education"
Warranty was more important for those with less education14
and those from Charlotte, Houston and Chicago15
Size/interior volume was more important to those with
less education16 and those with more licensed drivers in the
household17
Seating capacity was more important to females18
Brand was more important to those who compared fewer
vehicles before making a purchase decision19
Low emissions was more important for women20 and those
with less education21
Alternative fuels were more important for younger buyers22
Towing capacity was more important to those who were
younger23, those with more working motor vehicles in the
household24, and those with more licensed drivers in the
household25
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Almost half relied on themselves or family members when
making a vehicle choice
One-fourth (25.5%) said that they relied on themselves the most
when deciding which vehicle to purchase. A little more than a fifth
(21.2%) reported that they relied on their spouse/partner and/
or their immediate family for their vehicle purchasing decision.
Another 19.3% said that they relied on online vehicle reviews and
research, with another 18.5% relying most on checking for factors
such as vehicle price, looks, mileage, reliability, size, comfort, safety,
features, etc. when deciding which vehicle to purchase.
What or who did you rely on the most when deciding which vehicle to
purchase? (n = 368)*
25.5%
Myself
My spouse/partner and immediate family
Online vehicle reviews and research (Edmunds.com,
etc.)
Factors such as vehicle price, looks, mileage,
reliability, vehicle size, comfort, safety, vehicle
features, etc.
Non-online research (Consumer Reports, magazines,
newspaper, etc.)
Past experience with the vehicle make/model
Dealerships and salesperson
Word of mouth (extended family, friends and
associates)
Experience during test drive
Incentives, discounts, financing and leasing options,
trade-in value
Brand reputation
Other
0% 5% 10% 15% 20% 25% 30%
* Multiple responses allowed; percents add up to more than 100%
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About a third purchased new vehicles less frequently than
every 5 years
Just over a third (34.1%) of the respondents purchased a new
vehicle less frequently than every five years. Around a fifth reported
purchasing a new vehicle every five years (17.5%), every four years
(18.7%), or every three years (21.1%). Only 8.6% purchased new
vehicles more frequently than every three years.
How often do you typically purchase a new vehicle? (n=337)
Longer than every 5 years
Every 5 years
Every 4 years
Every 3 years
Every 2 years
34.1%
Every year \ j 1.8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
24
EPA Fuel Economy Label Redesign
-------
Role of Fuel Economy
Respondents were asked how important fuel economy was to their
vehicle buying decision, if they searched for information about
fuel economy, where they searched for this information, and if
they trusted fuel economy information provided by the EPA. They
were also asked if they remembered seeing the fuel economy label
on the vehicle window, how important this label was in helping
them choose their new vehicle, and lastly how helpful specific label
information was in their vehicle buying decision.
Fuel economy was fairly important when
choosing a new vehicle
The average city mpg of respondents' new vehicles was 23 mpg, and
the average highway mpg was 28 mpg. In regard to the importance
of fuel economy, the average importance score was 8.07 (on a scale
of 1 to 10, where 10 meant fuel economy was very important), with
60.4% rating the importance of fuel economy a 9 or 10.
Further, it was found that the lower the education level26 and the
lower the household income,27 the more likely one was to attach
more importance to fuel economy in a vehicle choice. In addition,
the higher the concern about environmental factors,28 the more likely
one was to attach more importance to fuel economy in a vehicle.29
2.6 Tau-c = -.105,p = .013
2.7 Tau-c = -.129, p = .003
2.8 Concern about environmental
factors was based on an index
constructed by adding up the
individual responses to each of
the environmental concern items.
The items were weighted equally.
Overall, females scored higher on
this index than males (Tau-c =
.2 77, p = .000)
2.9 Tau-c = .190, p = .000
Pre-Focus Groups Online Survey Report
25
-------
Majority searched for fuel economy
information
Just about two-thirds (67.5%) indicated they searched for information
about fuel economy before buying their most recent new vehicle. Most
respondents looked for this information at manufacturer's websites
(67.1%), on the fuel economy label (59.5%), using Consumer
Reports (56.3%), and/or at auto dealerships (31.3%). Males were
more likely than females to search for such information,30 as were
those who compared more vehicles before making a final vehicle
choice31 and those who had higher environmental concerns.32
Where did you search for information on fuel economy and fuel
consumption? (n=252)*
Manufacturers website
Fuel economy label
Consumer reports
Auto dealers
Edmunds.com
Others with s similar vehicle
Auto magazines
Government websites
TV
Newspapers
Radio
Environmental organization
Other
0% 20% 40% 60% 80%
* Multiple responses allowed, perccnts add up to more than 100%
30 Cramer'sV = .163,p = .009
31 Tau-c = .228,p = .000
32. Tau-c = .106,p = .035
26
EPA Fuel Economy Label Redesign
-------
Most trust the EPA for fuel economy information
Almost three-quarters (72%) trust the EPA for fuel economy
information. Females33 and those who were younger34 were more
likely to trust the EPA fuel economy information.
Of those who reported that they trusted the EPA for fuel economy
information, close to one-third (31.1%) indicated in their
qualitative comments that EPA is an unbiased, trustworthy, reliable
and reputable agency that is regulated by the government. Another
15.6% said that it was EPA's job to test vehicles and set standards
for fuel economy. About 11% said that EPA was committed to
protecting the environment and fuel economy regulation was part
of protecting the environment.
Why do you consider the U.S. Environmental Protection Agency to be a trusted
source of information for fuel economy? (257)*
EPA is a unbiased, reliable, trustworthy, and reputable
government-regulated agency
It is their job/ EPA is responsible for testing vehicles and
setting standards for fuel economy
EPA's cause is to protect the environment
EPA is responsible for providing accurate (fuel economy
and auto industry) information to consumers
EPA has experience and expertise/ EPA has done
research
EPA has access to reliable and latest data, and factual
information
31.1%
11.3%
10.1%
15.6%
9.3%
8.6%
4.7%
EPA has set standards ^^H 7.0%
EPA is not affiliated with any carmaker I
L
Don't have a reason not to || 2-7%
2.7%
EPA follows scientific and unbiased approach m 1.6%
Other
14.0%
33 Cramer's V = ,119, p = .026
34 Tau-c = -.158,p = .002
0%
10% 20% 30% 40%
* Multiple responses allowed; percents add up to more than 100%
Pre-Focus Groups Online Survey Report
27
-------
Of those who did not trust the EPA for fuel economy information,
over one-fourth (27.2%) indicated in their qualitative comments
that they had not thought about EPA as a source of information on
fuel economy. Another 17.5% thought the EPA was biased towards
its own agenda and did not think it was trustworthy. About another
17% were unfamiliar with the EPA and about another 17% stated
that EPA mpg estimates were not accurate and higher than real-life
estimates. Ten percent indicated that the EPA is responsible for
providing accurate fuel economy and auto industry information.
Why don't you consider the U.S. Environmental Protection Agency to be
trusted source of information for fuel economy? (n =103)*
Did not think of them as a source for information
on fuel economy
EPA is a biased toward their own agenda and
cannot be trusted/ Don't trust the government
Not familiar with EPA
EPA estimates are not accurate and higher than
real-life driving estimates
Prefer other independent research sources such as
Consumer Reports, etc. over EPA
EPA is under political pressure/ EPA is biased
towards carmakers, lobbyists and/or special
interest groups
Do not consider EPA to be an expert on autos/
EPA's main focus isn't autos
EPA is more interested in environment than price-
regulation
Don't know
Other
27.2%
0% 5% 10% 15% 20% 25% 30%
* Multiple responses allowed; percents add up to more than 100%
28
EPA Fuel Economy Label Redesign
-------
Most saw the fuel economy label and
thought the label was fairly important
When asked if they remembered seeing the fuel economy label
when they bought their most recent new vehicle, most (88.2%) did
remember without the aid of seeing the label in the survey. Of those
who did not remember unaided, when shown a copy of the label
almost all (95.9%) then remembered seeing the label.
In regard to how important the fuel economy label was in helping to
choose a vehicle, the average importance score was 7.41 out of 10 (on
a scale of 1 to 10, where 10 meant the fuel economy label was very
important).35 The fuel economy label was more important to those:
The higher their new vehicle city mpg was36
The higher their new vehicle highway mpg was37
The more important gas mileage/fuel economy was in
vehicle choice38
The more important low emissions was in vehicle choice39
The more important alternate fuels was in vehicle choice40
The higher their environmental concerns were41
Most of the respondents (83.7%) did not think the fuel economy
label was hard to understand or that it needed to be improved. The
most helpful fuel economy label information was:42
Highway mpg (more so for those with less education43)
City mpg
Combined fuel economy compared to other vehicles
Expected range for most drivers in regard to highway mpg
Expected range for most drivers in regards to city mpg
Other findings regarding the helpfulness of specific fuel economy
label information include:
Estimated annual fuel costs information was more helpful
to those who were younger44 and those with less education45
Statement about 'your actual mileage will vary' was more
helpful to those with lower income46
Those with higher environmental concerns were more likely
to think that all the information on the fuel economy label
was more helpful47
3 5 Based on phases 2 and 3 data
where the question was asked as
a rating question (as opposed to a
ranking question as in phase 1).
36 Tau-c = .252,p = .000
37 Tau-c = .207,p = .000
38 Tau-c = .448,p = .000
39 Tau-c = .206,p = .000
40 Tau-c = .190,p = .000
41 Tau-c = .169,p = .000
42. Based on phases 2 and 3 data
where the question was asked as
a rating question (as opposed to a
ranking question as in phase 1).
43 Tau-c = -.108,p = .030
44 Tau-c = -.
45 Tau-c = -.
= .018
= .034
46 Tau-c = -.144,p = .003
47 Tau-c ranging from .144 to .234,
p<.05
Pre-Focus Groups Online Survey Report
29
-------
Mean helpfulness score of fuel economy label information
Highway mpg (n=264)
City mpg (n=266)
Combined fuel economy compared to other vehicles
(n=266)
Expected range Hwy mpg (n=263)
Expected range city mpg (n=265)
Estimated annual fuel cost (n=265)
Statement about 'your actual mileage will
vary' (n=265)
Reference to fuel econony guide (n=266)
1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00
Of those who thought that the fuel economy was hard to understand
and needed to be improved (n=62),48 over one-fifth (21%) stated
that they had difficulty understanding the combined fuel economy
section of the label. About 15% reported that the annual fuel cost
estimate reported on the label was not accurate (as gas prices
changed over time and across different locations in the county).
Another 13% reported that the expected range estimate was unclear
and ambiguous. According to them, the label needed to provide
information on the factors that were considered to calculate the
range and who represented "most drivers". About 10% indicated
that the statement about the free fuel economy guide needed to be
more prominent on the label.
4 8 This was especially more so the
case among those who compared
five or more vehicles (Tau-c =
.196, p = .000)
30
EPA Fuel Economy Label Redesign
-------
What is hard to understand or what could be improved? (n = 62)*
Combined fuel economy section of the label is difficult to
understand
Annual fuel cost estimate is not accurate (need to be
adjust based on varying oil prices in different parts of the
country, make it a scale based on a range of fuel cost.
varies every month, etc.)
Expected range is unclear and ambiguous (add how range
varies with different factors, what factors are considered
for "most drivers", define "most drivers", etc.)
The statement about free fuel economy guide needs to be
more prominent
City and highway MPG estimates are unclear (that is, what
speed are these based on, how have these been
determined, etc.)
Website reference needs to more prominent
Information on fuel type and its impact on MPG needs to
be added
Information on how low tire pressure can affect mileage
needs to be added.
There is a need for information based on different mile-
cost ratios
Information on emission testing needs to be added
A statement on how the MPG ratings are developed under
perfect driving conditions of which you may or may not
achieve, needs to be added
Other
0% 10% 20%
* Multiple responses allowed; percents add up to more than 100%
25.8%
30%
Pre-Focus Groups Online Survey Report
31
-------
32 EPA Fuel Economy Label Redesign
-------
Motivators and Barriers to
Purchasing Fuel Efficient
Vehicles
Respondents were asked to rate how serious certain environmental
concerns were to them, what were the top motivators and barriers
to purchasing advanced technology vehicles, and how compelling
specific factors were to buying a fuel efficient vehicle.
The biggest environmental concerns were
for toxic exhaust emissions and smog
In regard to environmental concerns, the top two environmental
factors of most concern were toxic exhaust emissions and smog
(on a scale of 1 to 10, where 10 means a serious concern). Carbon
dioxide, greenhouse gasses, and climate change/global warming
came in closely tied for third.49 Women were more concerned about
all these environmental factors,50 except for smog and greenhouse
gases where there were no significant gender differences.
Lower fuel costs, lower vehicle prices, and better mileage
were top motivators for purchasing alternative fuel vehicles
When asked in an open-ended question, the following were the
top things mentioned that would motivate respondents to seriously
consider buying an alternative fuel vehicle: lower alternative fuel
cost or higher gas prices (73%), lower vehicle price (60.3%), better 49 Based on phases 2 and 3 data
mileage than a gasoline fuel vehicle (34.9 %), positive environmental where the question was asked as
a rating question (as opposed to
impact (29%), and higher reliability and dependability of the a ranking question asm phase 1).
vehicle and vehicle parts (17.1%).
50 Cramer's V ranging from .262
to.320,p<.05.
Pre-Focus Groups Online Survey Report
33
-------
What are the top three things that would motivate you to seriously
consider buying an alternative fuel vehicle? (n = 252)*
Lower cost of alternative fuel / Higher gas prices •
Lower cost of vehicle
Better mileage than a gasoline vehicle
Better for environment
J73.0%
The parts & vehicle are reliable and/or dependable
Provide detail on maintenance cost / Low
maintenance and repair cost
If alternative fuel vehicles were more attractive
Good power and performance
Large passenger capacity/size of alternative fuel
vehicle
Convenience of getting fuel
Tax benefit for purchasing vehicle
Purchasing an alternative fuel vehicle removed my
dependence for gasoline
60.3%
Good range
Vehicle has a good safety rating
Vehicle easy/comfortable to operate
Convenience of getting service
Longer warranty and warranty of vehicle parts
Long vehicle/battery life
Good resale value (ROI) M 2.4%
Manufacturer preference | 2.0%
To own the newest technology |J 2.0%
Other
17.1%
J 12.3%
I 9.5%
8.3%
7.5%
6.3%
•d 6.0%
6.0%
6.0%
6.0%
id 5.2%
3.6%
J 3.2%
3.2%
40.1%
0% 20%
* Multiple responses allowed; percents add up to more than 100%
40%
60%
80%
34
EPA Fuel Economy Label Redesign
-------
The following are the top things that were reportedly preventing
respondents from seriously considering buying an alternative
fuel vehicle: high cost of vehicle (66.3%), expensive maintenance
(45.8%), expensive cost of parts/battery (45%), and parts/vehicles
are unreliable (36.8%).
What are the top three concerns that might prevent you from seriously
considering buyong an alternative fuel vehicle? (n = 249)*
Expensive cost of vehicle
Expensive maintenance
Expensive cost of parts/battery
The parts and vehicle are unreliable
Performance and power is questionable
Not enough space in vehicles
Inconvenient to charge
Expensive fuel cost
New technology that does not have bugs worked out
Alternative fuel vehicles are not stylish
Vehicle is not safe
If the vehicle has poor range
Inconvenient to find alternative fuel
None
Poor performance on miles per gallon
Inconvenient to find maintenance service
Vehicle parts bad for the environment
Limited selection of vehicle styles to choose
Confusing to operate alternate fuel vehicle J 2.4%
Preferred brand does not create alternative fuel vehicle id 2.4%
Poor selection of model options • 2.0%
Other
: j , ^
5.8%
E14.9%
14.1%
13.7%
_, 12.0%
_j 11.2%
{^•4 10.4%
— ^ 9.6%
— J 8.8%
__J 8.0%
«J 6.4%
•^ 6.4%
_J 5.2%
U 3.2%
id 2.8%
J 2.4%
U 2.4%
J 2.0%
•^••V^l 27.3%
0% 10% 20% 30% 40% 50% 60% 70°/<
* Multiple responses allowed; percents add up to more than 100%
Pre-Focus Groups Online Survey Report
35
-------
51 Cramer's V ranging from .353
to .461, p < .05
52. Cramer's V = .313, p = .001
53 Tau-c = -.123,p = .047
54 Tau-c = .107, p = .044
55 Tau-c = .120, p = .036
56 Tau-c = -.188,p = .000
57 Tau-c = .115, p = .038
'Saving money' and 'better for environment' the most
compelling reasons or buying fuel efficient vehicles
The most compelling factors for buying a fuel efficient vehicle were
to save money, followed closely by because it was better for the
environment, and to reduce our dependency on other countries.
Females found all of the items in the chart below more compelling
than males,51 except for 'better for the environment' and to 'reduce
our dependency on other countries', where there were no significant
gender differences.
Other findings include:
Those from Charlotte, Houston and Chicago found 'better
for the environment' more compelling than those from
Seattle.52
Those with less education found 'makes our oil supplies
last longer' more compelling.53
Those who drove their vehicles more days per week54 or
more miles per year55 found 'to reduce the number of trips
to the gas station' more compelling.
Those who were younger56 or who drove their vehicles
more miles per year57 found 'to reduce our dependency on
other countries' more compelling.
Mean compelling score for purchasing fuel efficient vehicles
To save money (n=173)
Better for the environment (n=176)
Reduce our dependency on other countries
(n=175)
To reduce the number of trips to the gas
station (n=174)
Makes our oil supplies last longer (n=176)
Reduce climate change (n=175)
9.17
1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00
36
EPA Fuel Economy Label Redesign
-------
Market Segments
A cluster analysis was performed58 to identify possible market
segments from among the respondents to the online survey. Since
the respondents were comprised of persons specifically recruited for
the focus groups in four cities, the results of this cluster analysis do
not represent new vehicle buyer segments in the general population.
Nonetheless, these results may shed some additional light on the
overall issue of the content and design of fuel economy label.
Cluster analysis is an exploratory data analysis technique designed
to reveal natural groupings within a collection of data59. As such,
cluster analysis can suggest potentially useful ways of grouping
market segments. Three clusters were identified:
Cluster 1: 'Care more about the environment than fuel
economy' - less concerned about fuel economy and other
vehicle factors, but more concerned about environment (33 %)
Cluster 2: 'Care most about fuel economy as well as the
environment' - most concerned about fuel economy, other
vehicle factors, as well as environment" (44%)
Cluster 3: 'Care less about fuel economy and the environment'
- less concerned about fuel economy and other vehicle
factors, and least concerned about environment" (23%)
The following were some factors that differentiated one cluster
from another, as can be seen in the table below.
5 8 The variables in the cluster
analysis included those dealing
with: reported city and highway
mpg of new vehicle, importance
of specific factors in the
new vehicle buying process,
importance of fuel economy
in vehicle buying process,
importance of fuel economy
label and its specific metrics
in vehicle buying process,
trust in EPA for fuel economy
information, level of concern
with environmental threats, and
how compelling specific factors
are in motivation to buy fuel
efficient vehicles Because these
different variables are measured
on different scales (for example,
some 10 point scales, some
dichotomous, some interval
as in the case of city mpg), the
variables were standardized
through the use of Z-score
conversion prior to the cluster
analysis being performed.
59 The K-means cluster analysis
procedure was used. This
procedure attempts to identify
relatively homogeneous
groups of cases based on
selected characteristics, using
an algorithm that can handle
large numbers of cases.
Distances are computed using
simple Euclidean distance.
The algorithm requires one to
specify the number of clusters.
It provides cluster membership,
distance information, final
cluster centers, and analysis
of variance F statistics. While
these statistics are opportunistic
(the procedure tries to form
groups that do differ), the
relative size of the statistics
provides information about each
variable's contribution to the
separation of the groups.
Pre-Focus Groups Online Survey Report
37
-------
Cluster 1 -'Care more about the
environment than fuel economy'
(n= 127, 33%)
Most likely to consider SUVs (57%), mid-size
cars (38%), crossover vehicles (35%), and/or
compact cars (20%).
Place more importance on safety, price,
emissions, seating capacity, towing capacity,
and alternative fuels when choosing a new
vehicle, as compared to Cluster 3.
Place least importance on fuel economy and
the fuel economy label when choosing a new
vehicle as compared to the other clusters.
More likely to find the reference to the 'Free
Fuel Economy Guide' on the fuel economy
label to be helpful as compared to Cluster 3.
Most likely to consider EPA a trusted source
of fuel economy information as compared to
the other clusters.
Were more concerned about C02, global
warming, green house gases, smog, toxic
exhaust emissions, drilling for oil, and
burning coal for electricity, as compared to
Cluster 3; more likely to find 'better for the
environment' and 'reduces climate change' as
compelling in regard to buying a fuel efficient
vehicle, as compared to Cluster 3.
Get lower than average reported city and
highway mpg.
More likely to be female (54%) than male
(46%).
More likely to be from Seattle (35%) and
least likely to be from Houston (18%).
Cluster 2 -'Care most about fuel Cluster 3 -'Care less about fuel
economy as well as the environment' economy and the environment'
(n= 169, 44%) (n=92, 23%)
Most likely to consider mid-size cars (54%),
SUVs (53%), compact cars (37%), and/or
crossover vehicles (34%).
Place more importance on safety, price,
performance, comfort, emissions, size/interior
volume, seating capacity, towing capacity,
appearance, features, reliability, brand,
warranty, and alternative fuels when choosing
a new vehicle, as compared to other clusters.
Place most importance on fuel economy and
the fuel economy label when choosing a new
vehicle as compared to the other clusters.
Most likely to find estimated annual fuel
costs, city mpg, highway mpg, combined fuel
economy comparison scale, expected city
mpg range, expected highway mpg range,
the statement about 'your actual mileage
will vary' and the reference to the 'Free Fuel
Economy Guide' on the fuel economy label to
be helpful as compared to the other clusters.
More likely to consider EPA a trusted source
of fuel economy information as compared to
Cluster 3.
Were most concerned about C02, global
warming, green house gases, smog, toxic
exhaust emissions, drilling for oil, and
burning coal for electricity, as compared to
the other clusters; most likely to find 'better
for the environment' and 'reduces climate
change' as compelling in regard to buying a
fuel efficient vehicle, as compared to other
clusters.
Get higher than average reported city mpg
and somewhat higher than average reported
highway mpg.
More likely to be female (57%) than
male (43%).
Most likely to be from Chicago (31%) and
least likely to be from Seattle (15%).
Most likely to consider SUVs (47%), mid-size
cars (39%), crossover vehicles (24%), and/or
compact cars (23%).
Place more importance on performance,
comfort, appearance, and brand when
choosing a new vehicle, as compared to
Cluster 1.
Place more importance on fuel economy and
the fuel economy label when choosing a new
vehicle as compared to Cluster 1.
More likely to find city mpg, highway mpg,
combined fuel economy comparison scale,
expected city mpg range, expected highway
mpg range, and the statement about 'your
actual mileage will vary' on the fuel economy
label to be helpful as compared to Cluster 1.
Least likely to consider EPA a trusted source
of fuel economy information as compared to
the other clusters.
Were least concerned about C02, global
warming, green house gases, smog, toxic
exhaust emissions, drilling for oil, and
burning coal for electricity, as compared to
the other clusters; least likely to find 'better
for the environment' and 'reduces climate
change' as compelling in regard to buying a
fuel efficient vehicle, as compared to other
clusters.
Get higher than average reported city mpg
and somewhat higher than average reported
highway mpg.
More likely to be male (62%) than female
(38%).
Most likely to be from Charlotte (32%) and
about equally likely to be from Houston
(25%), Chicago (22%), or Seattle (22%).
-------
Appendix - Phase 3 Survey Questions
Introduction
Thank you very much for agreeing to participate in one of our focus groups. As a person who recently purchased a rtew vehicle, your
opinions are very important to us. This brief survey will allow you to share some of your opinions before the focus groups and allow us to use
our time together most productively. All your responses will be completely confidential and will only be reported in combination wtth those of
other focus grcLa Daiticipants.
The survey will take about 12 to 15 minutes cf youi time and s best viewed by maximizing your computer screen. Please be sure to scroll
down to the bottom of each page and click the "Next" button to proceed. The bar at the bottom of each page tells you how much cf the
su'-vey you have completed. The survey >s programmed so that if you need to stop and complete >t at a later time you will be brought back
tc i/ne-e yoi !•=-- c ft". Pkai e :li :l L :r* Bt - -^ -?i- c c - - -~ : i_ . e . T : - it .-MI mnmnmrm tt I be ia-. ec in c j r st^bs j^. L re ^ , :. L |-^ . ^
clicked "Done", you will not be able to make any changes.
Please complete the survey at least 2 days before your scheduled focus group. Thank you for sharing your opinions and we look forward to
meeting you in person"
Focus Group Information
* 1. Please indicate your full name here
Focus Group Information
-------
2. Please indicate the focus group you will be attending.
(^) Seattle - 5/17 (6:OO pm - 8:00 pm)
(^) Seattle - 5/17 <6:1S pm • 10:15 pm)
Q Seattle - 5/16 (6:OO pm - 8:00 pm)
(2) Seattle - 5/16 (6:15 pm - 10:15 pm)
Q Chartotte - 5/19 (6:00 pm - 6:00 pm)
£) Charlotte - 5/19 <8:15 pm - 10:15 pm)
O Charlotte - 5/20 (6:OO pm - 8:00 pm)
. , tta-l/aO .I'."- !':. 1 r .• . .
O Houston - 5/24 (6 00 pm - 8:00 pm)
O Houiton - 5/24 (8.15 pm - 10:15 pm)
£) Houiton - S/25 (6 OO pm - 8:OO pm)
£} Houston - 5/25 (6.15 pm - 10:15 pm)
(^) Chicago - S/26 (6:OO pm - 8:OO pm)
(^) Chicago - 5/26 (8:15 pm - 1O:1S pm)
£) Chicago - 5/27 (6:OO pm - 8:OO pm)
() Chicago - 5/27 (8:15 pm - 10.15 pm)
Vehicle Information
In this section we are interested in the type of nen vehicle you purchased most recently during the last 12 months.
-------
3. How often do you typically purchase a new vehicle?
CJ Ev«ry y«»l
Q J Ev«ry 2 y««ra
(_) Ev«ry 3
£) Ev«ry 4
(_) Ev«ry S y«»ri
(J Longer lh«n «««ry 5 v«*ri
Vehicle Information
4. When did you purchase your most recent new vehicle?
(^) L«« 3 months
^)
-------
7. In a typical week, how many days is your new vehicle driven?
o«
o
o
o«
o«
8. In a typical week, for what trip purposes do you use your new vehicle? (check all that apply)
I Tr«vtl lo or from work
I Travel to or from sctvool
J Errands/shopping
_| Non-commute wrork-ralatad tr»v«l
I Recreational or •ntvrtammant actfvibal
J Visit famlry or friends
_] M«dic»l appomtrrxnts
~| Oth«r
Vehicle Information
9. Are you the principal driver of this vehicle?
Vehicle Information
-------
10. About how many miles per year is this vehicle driven?
0-9,000 m.l«»
9,001-12,000 mll«i
12,001-15,000 n le:
15,001-20,000 fTul«s
Mor* then 20.000 mil««
Process of Selecting Vehicle
Here we're interested in the process you used to choose your most recent new vehicle.
11. Thinking about the vehicle you purchased new most recently, briefly describe the method that you
used to decide which vehicle to buy? (If a person in addition to yourself [such as a spouse, partner,
family member, friend, etc.] was involved in the decision, please describe their involvement.)
Process of Selecting Vehicle
-------
12. Thinking about this vehicle
, please
rate each of the
they were in your decision to buy this vehicle.
important at all' and 10 being '
Emission!
Gas mileage / Fuel economy
•rice / Afrordabdlty
Towing capacity
Comfortable to drive
Other (specify balowi
Site / interior volume
Seating capacity
Brand name
Safety
Reliability/repair costs
Performance / Handling / Power
Warranty
Alternative fuels
Interior and exterior appearance
If you chose 'other' above, please specify
following factors
(Please use a
scale of
1 to
in regard
10, with
to how
1 being
important
'not
very important'.)
i
Important
•tell
0
0
o
o
:
0
o
o
o
o
•
o
o
o
0
o
2
O
•:'_•
O
o
o
0
o
o
o
o
o
o
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o
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'
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g
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10 - very
important
0
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0
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1 Process of Selecting Vehicle
-------
13. How long before your purchase did you start researching vehicle information?
'^ J Lisa then l w««k b*for*
(_) 1 M««k before
£) 2-3 weeks before
Q_) 1 month before
Q_) 2-3 months before
Q_) 4-6 months b«for«
Q^ 7-9 months 6«for«
^) 10-12 months b«for«
Q""J More then • v««r b«for«
L Did not research vehicle information
14. Did you have a specific type of vehicle in mind when you first started looking for a new vehicle?
Don't know
Process of Selecting Vehicle
-------
I-
15. Which types of vehicles did you seriously consider when you first started looking for a new vehicle?
(Check all that apply.)
| | Sports car ^| Sport utility vehicle (SUV)
_j Subcompact Car J Crossover
I Compact ear I Pickup truck
I Midsize car I Minivan
I Large car I Full-size van
| Station wagon ] Other
Process of Selecting Vehicle
16. Was this the same type of vehicle you ended up purchasing?
O-*
o«
17. If no, why not?
Process of Selecting Vehicle
18. How many vehicles did you compare before making your decision?
Juit considered 1 mik* and mod«i
o
5 or more
-------
Process of Selecting Vehicle
19. Please list the vehicles you did consider before making your final purchase decision? (For example
Honda Accord EX-V6.)
i
-
:
I
:
20. Was there a common factor or attribute across all the vehicles you listed above that drew you to
those specific vehicles?
Process of Selecting Vehicle
21. What was that common factor(s) of attribute(s)that drew you to those specific vehicles?
.• i
12
• :
Process of Selecting Vehicle
22. What or who did you rely on the most when deciding which vehicle to purchase?
Role of Fuel Economy in Vehicle Purchase
Now we're interested in how you thought about fuel economy when you shopped for your most recently purchased ne»- vehicle.
-------
23. On a scale of 1 to 10, where 1 is 'not important at all' and 10 is 'very important', how important a
consideration was fuel economy when choosing your new vehicle?
1 • Not
Important at
ail
Level of importance
o o o o o o o o
Role of Fuel Economy in Vehicle Purchase
24. Before buying your most recent new vehicle, did you search for information about fuel
economy/fuel consumption?
10 » V«ry
Important
o
Don't know
Role of Fuel Economy in Vehicle Purchase
25. Where did you search for information on fuel economy/fuel consumption? (please check all that
apply)
I environmental organization
I Fuel economy label on vehicle!
J Manufacturer*' Web Sites
J Consumer Report!
\ Auto magazine (e.g. Car & Driver, Road ft Tiack. Motor Trend)
[ | Other (please specify below)
| | Auto dealers
J Television adi
J Asked others who have similar vcl nlc
~ Radio ads
~J Government Web sites (e.g. fueleeonomy.gov, EPA Green Vehicle Guide) J Newspapers
Edmunds.com
-------
26. If you searched other places for this information, please specify where.
Role of Fuel Economy in Vehicle Purchase
27. Who do you consider a trusted source of fuel economy information?
Role of Fuel Economy in Vehicle Purchase
28. Do you consider the U.S. Environmental Protection Agency a trusted source of information for fuel
economy?
>.
o-
29. If yes, why?
30. If no, why not?
Use of Fuel Economy Label
We are interested in your thoughts about the fuel economy label as a source zf information.
-------
en
O
31. Do you remember seeing the fuel economy label on vehicle windows when shopping for your most
recent new vehicle ?
ON.
O"
Don't kno*
Use of Fuel Economy Label
-------
This is where the fuel economy label is usually found.
-------
32. Do you remember seeing the fuel economy label?
O-
Don't know
Use of Fuel Economy Label
33. On a scale of 1 to 10, where 1 is 'not important at all' and 10 is 'very important', how important was
the fuel economy label in helping you to choose the make and model of your most recent new vehicle ?
1 - Not
2 3 4 5 6 7 B
*
L.v.,of(mport.nc.
Q
G O O O ''_". O O O
Use of Fuel Economy Label
EPA Fuel Economy Estimates
19* if A mctnoda be^fmno win 2O03 i
CITY MPG
18
.«•
HIGHWAY MPG
••limited
Annual Fuel Co»t
52,039
tMMKntSOOntnlm
Ovrablrad fm* bwMmr
rm.*.^!.
2 1
tho* yOi
1 ' .
ycMr wtfvtta
-------
34. Thinking about the information shown on the label, please rate each piece of information in regard
to how helpful it was to you in choosing your vehicle. (Please use a scale of 1 to 10, with 1 being 'not
helpful at all' and 10 being 'very helpful'.)
1 - not
helpful 2
10-
he pfj
Statement Your actual mileage «n|i vary depending on hew you dn»a and maintain your vehicle'
Expected rang* for most drivers in ragard to crty mpg
Eitimatid annual fuel cost
Combmad fuat aconomy comparlicn to otltar vatilelas In tha valilcla class
Expcctad range for most drivers m regard to highway mpg
Refarance to tut Fr«e Tual Economy Guide at dealers or www.fualaconomy.gov'
Oty mpg
Use of Fuel Economy Label
EPA Fuel Economy Estimates
CITY MPG
18
• ' I
••UfMteeJ
Annual Fiwl Cost
1 IHWM MPG
52,039
- :
*1 70 ,
21
(_} \^_J Cj Q_) Q_) (_) Q_) (_) (_) C.)
OOOOOOOOOO
0000000000
OOOOOOOOOO
OOOOOOOOOO
OOOOOOOOOO
OOOOOOOOOO
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35. Is there anything on the fuel economy label that is hard to understand or that could be improved?
Use of Fuel Economy Label
EPA Fuel Economy Estimates
CITY MPG
18
.-
r»nect 10* u * nwtnod* b» jnr* r 9 wrin 1KXJ* nxxtot*
HIGHWAY MPG
Annual Fuel Cost
52,039
Tiljtf dtluv*
/1 » MPS
36. What is hard to understand or what could be improved?
Types of Advanced Technology Vehicles
This page is for educational purposes in O''eoaration for your participation ir the focus group. Four types of advanced technology vehicles
are either already available or will be in the near future:
• Hybrid Vehicles use a gasoline engine as well as an electric motor to propel the vehicle. However, power for the electric motor
conies from a battery that is charged by the gasoline engine and by "recovering" the energy from the decelerating and braking
-------
action of the vehicle. Therefore the only fuel a hybrid vehicle uses is gasoline, either to propel the vehicle or to charge the
battery.
• Electric Vehicles use electricity stored in batteries to propel the vehicle. You charge the battery by plugging your vehicle into
an electrical outlet. This could be a standard electric outlet or a high voltage custom-installed charging station for more rapid
charging. Like hybrid vehicles, energy recovered from braking and decelerations can be used to charge the battery. The vehicle
travels until the charge is depleted or you re-charge it. You do not have the option to run it on gasoline.
• Extended Range Electric Vehicles have two modes of operation, when the battery is charged and when it isn't. 1) Once
charged, the car uses all the electricity, then it turns on the gasoline engine. 2) When it's discharged, it works like a hybrid-
battery gets recharged when driving and braking. Therefore, when discharged it uses gasoline, either to propel the vehicle or to
charge the battery. Important: daily driving distance can GREATLY affect amount of gasoline used. Can go all the way from zero
gasoline (if shorter commutes and plenty of recharging) to entirely gasoline (if longer drives and no recharging).
• Plug-in Hybrid Electric Vehicles work like an Extended Range Electric Vehicle in that it has two modes of operation—when
battery is charged and when it isn't, but: 1) When it's charged, the car uses up the charge along with the gasoline — may use
both at once, may or may not have periods of using just electricity. 2) When it's discharged, \vorks like a hybrid — battery gets
recharged when driving and braking. Therefore, when discharged it uses gasoline, either to propel the vehicle or to charge the
battery. Important: daily driving distance can GREATLY affect amount of gasoline used.
Motivators and Barriers to Purchasing Fuel Efficient Vehicles
37. What are the top three things that would motivate you to seriously consider buying a fuel efficient
vehicle?
M
n
»3
38. What are the top three concerns that might prevent you from seriously considering buying a fuel
efficient vehicle?
#3
-------
39. For each of your concerns described above, what could be changed or what would you need to
know to resolve those concerns such that you would seriously consider buying a fuel efficient vehicle?
n
n
n
Motivators and Barriers to Purchasing Fuel Efficient Vehicles
40. Please rate each of the following on a scale of 1 to 10 (with 1 being 'not compelling at all' and 10
being a 'very compelling') in regard to how compelling they are to buying a fuel efficient vehicle.
1 - not
Better for the environment
To save money
Makes our oil supplies lest
longer
Reduces cllrnatt change
To reduce the number of trips
Reduce our dependency on
Other (please specify below)
41. If you answered
compelling
ai all
O
O
0
0
O
o
0
•Other"
_
O
0
o
0
o
0
0
above.
-
O
0
0
o
o
o
o
please
4 5
I
o o o
000
o o o
O O 0
000
O 0 0
O O 0
specify here.
-
O
0
o
o
o
o
o
1
0
0
o
o
o
0
0
-
o
;
o
o
0
o
0
10 - viry
compelling
O
o
0
o
o
o
o
Environmental Issues
'
-------
42. Please rate each of the following environmental concerns
concern at all' and 1O being a 'serious concern'.)
1 - not •
concern mt 2 3 4 5
Greenhouse gases
Burning coal fo» electricity
Drilling for o.l
Climate change/global warming
Toxic eihaust emissions
Carbon Dioxide {CO 2)
Smog
all
O
0
0
o
0
o
o
0
o
o
o
o
0
o
0
0
0
o
o
0
o
0
0
0
o
o
0
o
0
o
0
o
0
0
o
on a scale of 1 to 10 (with 1 being "not a
7 , 9 lO.-nou,
concern
0
1
0
o
o
o
o
o
0
o
o
0
0
o
o
o
o
0
o
o
o
o
0
0
o
o
o
o
o
0
o
o
o
o
o
Demographics
In this section we would like to know a littie bit about you, Please remember that a!
43. How many working
0
o
C ) 5 or more
vehicles
does
your
household
have?
of your
answers are
strictly confidential.
-------
44. How many licensed drivers in your household?
o
o
O'
_ 5 or mofi
45. What is your gender?
Female
46. Which of the following
ranges includes your age?
Q 20-24 Q 45-54
O 2S M O
35-44
65 or over
Demographics
47. What is the highest level of education you have completed?
\_J Less than high school fj College graduate (Bachelor's degree or equivalent)
f) High school diploma or GED Q_) Postgraduate degree (Masters. Doctorate, Lam. Medical)
Cj Some college / AA degree / Technical school degree
-------
48. Which of the following categories includes your household's total
2009 income (before taxes)?
L«JJ than $15,000
$15,000 to less than $25,000
$25,000 to lau than $50,000
$50,000 to less than $75,000
$75.000 to »•« than S100.000
Q S100.000 to Itsi than $125.000
Q $125,000 to l«»i than $150,000
() $150,000 or mor«
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