Car buyers want more emphasis on MPG on car eco-labels
Thu 15 July 2010
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The age of austerity is leading UK car buyers to rate miles-per-gallon (MPG) data equally as important as CO2 emissions when it comes to purchasing decisions. A new survey,published by the Low Carbon Vehicle Partnership (LowCVP) highlights the importance that new car buyers attribute to fuel economy as both a factor in choosing a car and in understanding a car’s environmental impact.
Dr Ben Lane of Ecolane, one of the partners that conducted the survey on behalf of LowCVP, said: “The fuel price peaks in 2008 followed by the ‘credit crunch’ have placed fuel economy at the centre of many car buying decisions and, in doing so, accelerated the reduction of new car CO2 emissions.”
Tellingly, the survey reveals that car buyers assume that the best way to to improve fuel economy is to buy a smaller car. In cases where a larger vehicle is required, few car buyers are motivated to search for fuel efficient models, as they underestimate the range in fuel economy performance within each vehicle class.
When asked what factors are most important when purchasing a car, the survey finds that consumers give highest priority to ‘fuel economy/running costs’, ‘size/practicality’, and ‘vehicle price’.
Most new cars now display the UK fuel economy label, which shows CO2 emissions, fuel cost for 12,000 miles and Road Fund Licence category (the price of a tax disc). The new study shows that consumers also want MPG information on the label, alongside CO2 emissions.
Consumers respond very positively to the colour banded format used on the current UK fuel economy label. However, the survey found that many car buyers would welcome the addition of MPG data and ‘best in class’ information to the label.
Ben Lane added: “While the current UK fuel economy label has a very strong design element, the survey suggests that it could be improved by displaying the fuel economy information alongside the CO2 emissions information at the top of the label.
“Many car buyers would also find comparative ‘in class’ fuel economy data very useful in helping them select the most fuel-efficient models available.”
Click here for the full press release, report and appendices.
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