Only 1% of car buyers would buy an electric car, according to PwC survey

99% of people looking for new cars wouldn’t consider buying an electric car and only 13% are interested in buying a hybrid vehicle, according to a PwC survey of 500 drivers.

Phil Harrold, partner in the automotive practice at PwC, said: “Customers expect manufacturers to shoulder the burden of ensuring their next car has minimal impact on the environment, but they remain less likely to opt for hybrids or electric cars themselves.

“The demands and preferences of the drivers clearly highlight the dilemma faced by car manufacturers. Customers are conservative when it comes to their choice of car, yet expect innovation from manufacturers to help protect the climate. The challenge facing manufacturers is to change the primary concern in buyers' minds from cost to conservation."

Only 15% believe that driving less is a realistic resolution for the future. Avoiding larger vehicles, like SUVs, is not an option for more than half (63%) of those questioned.

Instead consumers expect manufacturers to perform the balancing act of developing expensive technologies such as those found in electric cars, hybrids and lightweight designs, while at the same time meeting the expectations of customers as well as lawmakers in terms of environmental protection, comfort and design.

Harrold continued: “The results show that the responsibility for climate protection is being delegated to the manufacturers. When it comes to the crunch, most purchasers view the design as more important than good emission values.”

93% of customers use the internet to research their next car purchase – regardless of their age. Nevertheless, financing and the actual purchase do not take place online, but finding the best car dealer (77%) and configuring your own car (60%) online is popular with car buyers.

Harrold added: “Manufacturers and car dealers need to continually develop their online presence. Car dealers in particular should be prepared to deal with well-informed customers and therefore must have an offer ready to meet their usually very specific demands. When buying a car, a third of all customers are looking for a one-stop service that offers them support from the consultation phase via financing to the actual purchase of the vehicle.”