Hybrid Car Review

J.D. Power and Associates most recent study (2008 Avoider Study(SM)) indicates consumers are looking for low prices and better gas mileage before they even consider a new car. This is the sixth year in a row J.D. Power and Associates has looked at what consumers are looking for and fuel economy is becoming a more important factor in decision buying.

These results don't seem surprising to me, but I wonder if it will hold true with gas prices dropping so much lately. The study ended in September, when gas prices were almost double what they are now.

It seems that 23 percent of new-vehicle buyers cited price as a reason to avoid certain models, while gas mileage climbed to 13 percent, up from 7 percent in 2004.

"In these tough economic times, a significant number of would-be new-vehicle buyers are postponing their purchases, but for those who are purchasing new vehicles, the market has shifted toward smaller, less expensive and more fuel-efficient models," said Jon Osborn, research director at J.D. Power and Associates in the press release. "Although we've recently seen a considerable decrease in the price of gasoline, consumers will not soon forget having had to pay in the range of $80 to $90 for a tank of gas earlier this year."

But, the study also indicates gas mileage is not about being environmentally conscious, since only 4 percent of buyers cited it for avoidance, down from 5 percent in 2007.

"With the recent trend in automotive marketing centered on 'green' vehicles for environmentally conscious buyers, it seems that now would be the time that environmental concerns would resonate strongly with new-vehicle buyers," said Osborn. "However, the reality is that environmental concerns are seldom mentioned as a reason to either avoid or purchase specific models. Gas mileage is now the primary factor in the new vehicle purchase decision, so it appears that buyers are looking for better gas mileage as a way to save money, rather than out of concern for the environment."

Styling is still the number one reason (43%), but long term reliability (22%), quality (14%) and resale value (16%) were also very important.

The 2008 Avoider Study is based on responses from more than 33,000 owners who registered a new vehicle in May 2008. The study was fielded August through September 2008.