February 2008 – Mind of the Consumer Spotlight: The Hybrid Vehicle Consumer

Acxiom Finds Non-Luxury Hybrid Vehicles Attracting Luxury Consumers

Acxiom’s February 2008 study focuses on U.S. consumers who have a high propensity to purchase within the hybrid category, highlights the fact that non-luxury brands are attracting a previously untapped consumer market. These affluent customers, the Upper-Rung City and Upper-Rung Country consumer groups as defined by Acxiom, continue to set buying trends for this category of vehicles.

Key findings include:

• Technology: Hybrid technology is helping “mainstream nameplates” make inroads into a previously untapped market: tech-savvy, luxury consumers (presenting an opportunity to position mainstream nameplates in a very different buying market);
• Conquesting: Hybrid vehicles drive conquesting or brand switching as much as 10 percentage points higher than their non-hybrid counterparts;
• Room at the Top: “Upper Rung” consumer groups are fueling hybrid buying trends – capturing just 5 percent of these high propensity hybrid consumers would serve to double 2007 U.S. hybrid sales;
• Geographic Differences: Consumers with a high propensity toward hybrids demonstrate a striking difference in geographic location from their non-hybrid counterparts.

With the results of this study, Acxiom delivers powerful new insights about the hybrid vehicle marketplace. Best of all, the results are addressable and actionable.

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Automotive Consumer Dynamics is the industry’s first comprehensive, consumer-centric view of the U.S. automotive market. Developed from the world’s largest repository of up-to-date U.S. consumer intelligence (InfoBase-X) and Acxiom’s industry leading PersonicX life-stage segmentation, Automotive Consumer Dynamics applies sophisticated modeling and analyses to deliver a powerful combination of hindsight, insight and foresight that spans over 200 million U.S. consumers representing 124 million households and over 50 million vehicle purchase / trade-in transactions.

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