Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Hybrid and Electric Cars - US - November 2012

“Youth culture and car culture used to be one and the same, though this linkage is certainly no more. Ask teens today what they are interested in and they will mention the iPhone 5 or Facebook, a far cry from drag racing, drive-in movies, or a new Mustang. The fact that young consumers—both teens and Millennials—are less interested in or less likely to buy cars than they once were is an issue that presents a challenge for the entire auto industry. Perhaps no segment is more adversely affected by the loss of the young consumer as the hybrid and electric market, where automakers look to attract early adopters and those open to new technology, traditionally a role played by the young.”

– Bill Patterson, Analyst

Some questions answered in this report include:

  • Where did all the young people go?
  • Does this loss really hurt sales?
  • So, how can brands attract young consumers?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Sales of hybrid and electric cars estimated to reach exceed 470,000 units a 64% gain in 2012
                            • Mintel forecasts hybrid and electric vehicles sales of 850,000 by 2017
                              • Figure 1: Sales of all hybrid and electric cars, 2007-17
                            • Hybrid and electric vehicles represent 3.3% of all vehicles sold
                              • Figure 2: Sales of all hybrid and electric cars, by segment, 2007-12
                            • Market factors
                              • New fuel efficiency standards incentivize building of hybrid and electric vehicles
                                • Improved ability to make up for the hybrid/electric premium with savings at the pump bodes well for future sales
                                  • Figure 3: U.S. all grades retail gasoline prices (Dollars per gallon), Oct 2002-Oct 2012
                                • Consumer sentiment at five-year high, providing potential catalyst to replace old cars
                                  • Market segmentation
                                    • Nine out of 10 alternative fuel vehicles sold are hybrids, yet electric cars gain share
                                      • Figure 4: U.S. unit sales of hybrid and electric vehicles, by segment, YTD 2011-12
                                    • Prius drives sales of compact hybrids to gain of 55%
                                      • Midsize hybrids are fastest-growing hybrid segment
                                        • Hybrid truck/SUV brands struggle to meet consumer taste for bulk and power
                                          • Luxury hybrids remain niche market due to cost
                                            • Electric vehicles fastest-growing segment
                                              • Figure 5: U.S. unit sales of hybrid and electric vehicles, by segment, YTD 2011-12
                                            • The consumer
                                              • Hybrid owners: technology, safety, and accessories provide key issues for future
                                                • Figure 6: Interest in driving and what’s under the hood, by gender, January 2011-March 2012
                                                • Figure 7: Select attitudes to hybrid/electric cars, by engine type of vehicle considering to buy next, August 2012
                                              • Battery issues are top concern
                                                • Figure 8: Battery-related concerns with hybrid/electric vehicles that may prevent purchase, by household income, August 2012
                                              • Toyota the brand most looked to for the ideal hybrid/electric car
                                                • Figure 9: Manufacturer most likely to consider for dream hybrid/electric car, by gender, August 2012
                                              • What we think
                                              • Issues in the Market

                                                  • Where did all the young people go?
                                                    • Does this loss really hurt sales?
                                                      • So, how can brands attract young consumers?
                                                      • Insights and Opportunities

                                                        • Car sharing and rental car services let consumers see driving as fun
                                                          • Hybrids need to promote brand loyalty should repeat sales falter
                                                            • Marketers should keep current hybrid owners satisfied to build brand loyalty
                                                              • Electric car racing might introduce technology to fans
                                                              • Trend Applications

                                                                  • Trend: Prepare for the Worst
                                                                    • Trend: Patriot Games
                                                                      • 2015 Trends
                                                                        • Trend: 2015 Access Anything, Anywhere
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Hybrid and electric car sales estimated to reach 500,000 units with launch of new models
                                                                                • Figure 10: U.S. unit sales and forecast of hybrid and electric vehicles, 2007-17
                                                                              • Hybrid and electric cars account for 3.3% of vehicles sold
                                                                                • Figure 11: Share of U.S. unit sales of vehicles, by engine type, 2004-12
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Introduction of new hybrid and electric models may spur demand
                                                                                  • New mass market PHEV and EV models join Volt and LEAF
                                                                                    • New fuel efficiency standards incentivize building of hybrid and electric vehicles
                                                                                        • Figure 12: Preliminary fuel efficient projections for various vehicle makes and models, 2012-25
                                                                                      • Rising gas prices, technology gains to improve cost-benefit trade
                                                                                          • Figure 13: U.S. all grades retail gasoline prices (dollars per gallon), Oct 2002-Oct 2012
                                                                                        • Consumer confidence improving, encouraging new car buying
                                                                                          • Figure 14: University of Michigan Consumer Sentiment, March 1978-2012
                                                                                      • Competitive Context

                                                                                        • Key points
                                                                                          • Small cars represent 41% of car sales in 2012 and growing
                                                                                              • Figure 15: Small cars as a share of all cars sold and all automobiles sold, 2007-12**
                                                                                            • Car sharing attracts potential audience of young, urban consumers
                                                                                              • Fuel cell and diesel engine vehicles offer distinct advantages
                                                                                              • Segment Performance

                                                                                                • Segment performance—overview
                                                                                                  • Key points
                                                                                                    • PHEVs and EVs gain nearly 3% of hybrid and electric vehicle market share
                                                                                                      • Figure 16: U.S. unit sales of hybrid and electric vehicles, by segment, January-August 2011-12
                                                                                                    • Segment performance—compact hybrids
                                                                                                      • Key points
                                                                                                        • Compact hybrid segment sales dominated by Prius brands, increase 55%
                                                                                                          • Figure 17: U.S. unit sales of compact hybrids, 2007-12
                                                                                                        • Compact hybrid is difficult segment for new entrants
                                                                                                            • Figure 18: U.S. unit sales of compact hybrids, by brand, YTD 2011-12
                                                                                                          • Segment performance—midsize hybrids
                                                                                                            • Key points
                                                                                                              • Midsize hybrid sales estimated to increase 142%
                                                                                                                • Figure 19: U.S. unit sales of midsize hybrids, 2007-12
                                                                                                              • Chevy Malibu enters competitive field with strong first-year sales
                                                                                                                  • Figure 20: U.S. unit sales of midsize hybrids, by brand, Jan-Aug 2011-12
                                                                                                                • Segment performance—truck/SUV hybrids
                                                                                                                  • Key points
                                                                                                                    • Hybrid truck/SUV segment struggles, likely due to image, not math
                                                                                                                      • Figure 21: U.S. unit sales of truck/SUV hybrids, 2007-12
                                                                                                                    • Sales decrease for all truck/SUV hybrids except Highlander
                                                                                                                      • Figure 22: U.S. unit sales of truck and SUV hybrids, by brand, Jan-Aug 2011-12
                                                                                                                    • Segment performance—luxury hybrids
                                                                                                                      • Key points
                                                                                                                        • At 43,000 units, luxury remains niche segment due to cost
                                                                                                                          • Figure 23: U.S. unit sales of luxury hybrids, 2007-12
                                                                                                                        • Three brands—Buick, Lexus, and Lincoln—account for 89% of luxury share
                                                                                                                          • Figure 24: U.S. unit sales of luxury hybrids, by brand, Jan-Aug 2011-12
                                                                                                                        • Segment performance—PHEV and electric vehicles
                                                                                                                          • Key points
                                                                                                                            • Manufacturers believe electric car technology can appeal to mainstream
                                                                                                                              • Figure 25: U.S. unit sales of electric vehicles, 2007-12
                                                                                                                            • Eight new entrants and counting mark evolution of electric segment
                                                                                                                                • Figure 26: U.S. unit sales of PHEV, electric vehicles, by brand, Jan-Aug 2011-12
                                                                                                                            • Leading Companies

                                                                                                                              • Toyota dominates industry with nearly 200,000 vehicles sold
                                                                                                                                • Figure 27: U.S. unit sales of hybrid and electric vehicles, by manufacturer, Jan-Aug 2011-12
                                                                                                                              • Wide range of new alternative fuel vehicles coming 2013-15
                                                                                                                                • For Toyota, firmly set as hybrid industry leader, not much change in store
                                                                                                                                  • Chevrolet hopes to build on success of Volt with launch of new electric vehicles
                                                                                                                                    • Honda Accord gets hybrid/electric treatment
                                                                                                                                      • Ford launches first dedicated hybrid nameplate, C-Max
                                                                                                                                        • Second-generation Nissan LEAF battery may offer improvements
                                                                                                                                          • Other brands serve loyal audiences with new launches, Tesla looks to go mainstream
                                                                                                                                          • Social Media Analysis – Hybrid and Electric Cars

                                                                                                                                            • Key points
                                                                                                                                                • Figure 28: Key brand metrics, October 2012
                                                                                                                                              • Market overview
                                                                                                                                                • Brand usage and awareness
                                                                                                                                                  • Figure 29: Brand usage and awareness, October 2012
                                                                                                                                                • Interaction with car brands
                                                                                                                                                  • Figure 30: Interaction with hybrid and electric car brands, October 2012
                                                                                                                                                • Motivations for interacting with car brands
                                                                                                                                                  • Figure 31: Why people interact with hybrid and electric car brands, October 2012
                                                                                                                                                • Online conversations
                                                                                                                                                  • Figure 32: Select hybrid and electric car brands’ share of online mentions, Jul. 1-Oct. 20, 2012
                                                                                                                                                  • Figure 33: Number of online mentions for selected hybrid and electric car brands, by week, Jul. 1-Oct. 20, 2012
                                                                                                                                                • Where people are talking about car brands?
                                                                                                                                                  • Figure 34: Selected hybrid and electric car brands, mentions by page type, Jul. 1-Oct. 20, 2012
                                                                                                                                                • What are people talking about?
                                                                                                                                                  • Figure 35: Types of mentions concerning selected hybrid and electric car brands, Jul. 1-Oct. 20, 2012
                                                                                                                                                  • Figure 36: Types of conversation regarding selected hybrid and electric vehicles, Jul. 1-Oct. 20, 2012
                                                                                                                                                  • Figure 37: General Motors ecohub mobile app, 2012
                                                                                                                                                  • Figure 38: Types of conversation regarding selected hybrid and electric vehicles, by type of website, Jul. 1-Oct. 20, 2012
                                                                                                                                                • Brand analysis
                                                                                                                                                  • Toyota Prius
                                                                                                                                                    • Key social media indicators
                                                                                                                                                      • Figure 39: Toyota Prius – key social media indicators, October 2012
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • Figure 40: Toyota ‘Game Of Life with prius c’ online campaign, 2012
                                                                                                                                                    • What we think
                                                                                                                                                      • Chevy Volt
                                                                                                                                                        • Key social media indicators
                                                                                                                                                          • Figure 41: Chevy Volt– key social media indicators, October 2012
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • Nissan LEAF
                                                                                                                                                              • Key social media indicators
                                                                                                                                                                • Figure 42: Nissan LEAF – key social media indicators, October 2012
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • BMW ActiveHybrid
                                                                                                                                                                    • Key social media indicators
                                                                                                                                                                      • Figure 43: BMW ActiveHybrid– key social media indicators, October 2012
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Ford Escape
                                                                                                                                                                          • Key social media indicators
                                                                                                                                                                            • Figure 44: Ford Escape– key social media indicators, October 2012
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Honda Insight
                                                                                                                                                                                • Key social media indicators
                                                                                                                                                                                  • Figure 45: Honda Insight– key social media indicators, October 2012
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                                                    • Wireless electric vehicle battery charging gives consumers more freedom
                                                                                                                                                                                      • Tesla “Supercharger” stations refill battery in one hour or less
                                                                                                                                                                                        • Toyota Friend social media network features tweeting cars
                                                                                                                                                                                        • Marketing Strategies

                                                                                                                                                                                          • The role of influential bloggers in vehicle launches
                                                                                                                                                                                            • Marketers overcome challenge of educating viewers in less than 30 seconds
                                                                                                                                                                                              • Strategy: Hybrids are not just about the environment, they can be fun
                                                                                                                                                                                                • Figure 46: Ford Ad, Making you feel alive, October 2012
                                                                                                                                                                                              • Strategy: Focus on the gas savings
                                                                                                                                                                                                • Figure 47: Chevrolet Ad, I don’t spend money on gas, October 2012
                                                                                                                                                                                              • Strategy: HEVs grow up, full size now available
                                                                                                                                                                                                • Figure 48: Buick Ad, I may have retired, October 2012
                                                                                                                                                                                              • Strategy: Early adopters can “drive the future”
                                                                                                                                                                                                • Figure 49: Nissan Ad, What if you could drive the future, October 2012
                                                                                                                                                                                            • Attitudes and Opinions of Current Hybrid Owners

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Overview
                                                                                                                                                                                                  • Male hybrid owners interested in mechanics of technology
                                                                                                                                                                                                    • Figure 50: Hybrid owners’ general attitudes/opinions about cars and driving, by gender, January 2011-March 2012
                                                                                                                                                                                                  • Current void among 25-34 year-old hybrid owners concerning safety rating
                                                                                                                                                                                                    • Figure 51: Hybrid owners’ attitudes/opinions about the car buying decision, by age, January 2011-March 2012
                                                                                                                                                                                                  • Options and accessories important to households earning $50K-74.9K
                                                                                                                                                                                                    • Figure 52: Hybrid owners’ attitudes/opinions about auto options and accessories, by household income, January 2011-March 2012
                                                                                                                                                                                                • Attitudes of Consumers Planning to Buy Hybrid/Electric Vehicles

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Overview
                                                                                                                                                                                                      • Premium of less than $3,000 would attract potential hybrid buyers
                                                                                                                                                                                                          • Figure 53: Premium willing to spend to get hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
                                                                                                                                                                                                        • Those considering hybrid expect to get money back on future gas savings
                                                                                                                                                                                                            • Figure 54: Attitudes to hybrid and electric cars, by engine type of vehicle considering to buy, August 2012
                                                                                                                                                                                                          • Financial considerations differentiate those considering to buy hybrid
                                                                                                                                                                                                              • Figure 55: Concerns that may prevent purchase of a hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
                                                                                                                                                                                                            • Potential hybrid buyers want dependable cars
                                                                                                                                                                                                                • Figure 56: Features most important to possible buyers of a hybrid/electric vehicle, by engine type of vehicle considering to buy, August 2012
                                                                                                                                                                                                            • Features Most Important to Hybrid/Electric Car Buyers

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Utility and dependability important to women hybrid buyers
                                                                                                                                                                                                                  • Figure 57: Features most important to possible buyers of a hybrid/electric vehicle, by gender, August 2012
                                                                                                                                                                                                                • Young consumers want look and feel of luxury/sports cars
                                                                                                                                                                                                                  • Figure 58: Features most important to possible buyers of a hybrid/electric vehicle, by age, August 2012
                                                                                                                                                                                                                • Middle-income respondents looking for good value
                                                                                                                                                                                                                  • Figure 59: Features most important to possible buyers of a hybrid/electric vehicle, by household income, August 2012
                                                                                                                                                                                                              • Type and Number of Vehicles Owned

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                    • Hybrid and electric vehicles likely to be second cars
                                                                                                                                                                                                                      • Figure 60: Number of cars/trucks per household, engine type in vehicle currently owned,, August 2012
                                                                                                                                                                                                                    • Many more respondents interested in buying hybrid and electric than own one
                                                                                                                                                                                                                      • Figure 61: Engine type in vehicle currently owned, by engine type of vehicle most likely to consider for next purchase, August 2012
                                                                                                                                                                                                                    • Young professionals most interested in hybrid and electric vehicles
                                                                                                                                                                                                                      • Figure 62: Engine type of vehicle most likely to consider for next purchase, by age, August 2012
                                                                                                                                                                                                                  • Extra Spend for Hybrid/Electric Version

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Respondents would pay average premium of $2,000 for hybrid/electric vehicle
                                                                                                                                                                                                                        • Figure 63: Average amount extra would spend to buy a hybrid or electric vehicle, by gender, August 2012
                                                                                                                                                                                                                      • Younger respondents more willing to pay a premium for hybrid
                                                                                                                                                                                                                        • Figure 64: Average amount extra would spend to buy a hybrid vehicle, by age, August 2012
                                                                                                                                                                                                                    • Attitudes Regarding Hybrid/Electric Vehicles

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Fewer than 10% of respondents want smallest car possible
                                                                                                                                                                                                                            • Figure 65: Attitudes to hybrid and electric cars, by gender, August 2012
                                                                                                                                                                                                                          • Young consumers see easy return of money spent on hybrid/electric cars
                                                                                                                                                                                                                            • Figure 66: Attitudes to hybrid and electric cars, by age, August 2012
                                                                                                                                                                                                                          • More affluent consumers want gasoline option when necessary
                                                                                                                                                                                                                            • Figure 67: Attitudes to hybrid and electric cars, by household income, August 2012
                                                                                                                                                                                                                        • Concerns Regarding Hybrid/Electric Vehicles

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Battery issues top list of concerns
                                                                                                                                                                                                                                • Figure 68: Concerns that may prevent purchase of a hybrid/electric vehicle, by gender, August 2012
                                                                                                                                                                                                                              • Practicality and performance important to young consumers
                                                                                                                                                                                                                                • Figure 69: Concerns that may prevent purchase of a hybrid/electric vehicle, by age, August 2012
                                                                                                                                                                                                                              • Battery concerns exists across all household income groups
                                                                                                                                                                                                                                • Figure 70: Concerns that may prevent purchase of a hybrid/electric vehicle, by household income, August 2012
                                                                                                                                                                                                                            • Manufacturer Most Likely to Consider for Dream Hybrid/Electric Car

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • One in five respondents look to Toyota when considering hybrid/electric
                                                                                                                                                                                                                                  • Figure 71: Manufacturer most likely to consider for dream hybrid/electric car, by gender, August 2012
                                                                                                                                                                                                                                • Young consumers prefer Ford
                                                                                                                                                                                                                                  • Figure 72: Manufacturer most likely to consider for dream hybrid/electric car, by age, August 2012
                                                                                                                                                                                                                                • Those who prefer Toyota want value, dependability
                                                                                                                                                                                                                                  • Figure 73: Features most important to possible buyers of a hybrid/electric vehicle, by manufacturer most likely to consider for dream hybrid/electric car, August 2012
                                                                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Hispanic respondents twice as likely to own hybrid car
                                                                                                                                                                                                                                    • Figure 74: Engine type in vehicle currently owned, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                  • Hispanic hybrid owners choose options
                                                                                                                                                                                                                                    • Figure 75: Hybrid owners’ attitudes/opinions about auto options and accessories, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                                                  • Hispanics less likely to have seen electric car advertisements
                                                                                                                                                                                                                                    • Figure 76: Attitudes to hybrid and electric cars, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                  • Hispanics more concerned about potential savings at pump
                                                                                                                                                                                                                                    • Figure 77: Concerns that may prevent purchase of a hybrid/electric vehicle, by race/Hispanic origin, August 2012
                                                                                                                                                                                                                                • Appendix: Other Useful Tables

                                                                                                                                                                                                                                  • Attitudes and opinions and age
                                                                                                                                                                                                                                    • Figure 78: Hybrid owners’ general attitudes/opinions about cars and driving, by age, January 2011-March 2012
                                                                                                                                                                                                                                  • Attitudes and opinions and household income
                                                                                                                                                                                                                                    • Figure 79: Hybrid owners’ general attitudes/opinions about cars and driving, by household income, January 2011-March 2012
                                                                                                                                                                                                                                  • Attitudes and opinions regarding buying decisions and gender
                                                                                                                                                                                                                                    • Figure 80: Attitudes/opinions about automobiles, by gender, January 2011-March 2012
                                                                                                                                                                                                                                  • Attitudes and opinions regarding buying decisions and household income
                                                                                                                                                                                                                                    • Figure 81: Hybrid owners’ attitudes/opinions about the car buying decision, by household income, January 2011-March 2012
                                                                                                                                                                                                                                  • Attitudes and opinions regarding options/accessories and gender
                                                                                                                                                                                                                                    • Figure 82: Attitudes/opinions about automobiles, by gender, January 2011-March 2012
                                                                                                                                                                                                                                  • Attitudes and opinions regarding options/accessories and age
                                                                                                                                                                                                                                    • Figure 83: Hybrid owners’ attitudes/opinions about auto options and accessories, by age, January 2011-March 2012
                                                                                                                                                                                                                                  • Premium willing to spend and household income
                                                                                                                                                                                                                                    • Figure 84: Premium willing to spend to get hybrid vehicle, by household income, August 2012
                                                                                                                                                                                                                                • Appendix – Social Media – Hybrid and Electric Vehicles

                                                                                                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                                                                                                    • Figure 85: Awareness of Nissan Leaf and Chevy Volt, non-owners, by demographics, October 2012
                                                                                                                                                                                                                                    • Figure 86: Awareness of Nissan Leaf and Chevy Volt, non-owners, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                    • Figure 87: Awareness of Toyota Prius and Ford Escape, by demographics, October 2012
                                                                                                                                                                                                                                    • Figure 88: Ownership and awareness of Toyota Prius and Ford Escape, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                    • Figure 89: Awareness of Honda Insight and BMW Active Hybrid, non-owners, by demographics, by demographics, October 2012
                                                                                                                                                                                                                                    • Figure 90: Awareness of Honda Insight and BMW Active Hybrid, non-owners, by demographics, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                  • Brand interaction
                                                                                                                                                                                                                                      • Figure 91: Interaction with Nissan Leaf brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 92: Interaction with Nissan Leaf brand, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                      • Figure 93: Interaction with Chevy Volt brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 94: Interaction with Chevy Volt brand, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                      • Figure 95: Interaction with Toyota Prius brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 96: Interaction with Toyota Prius brand, by demographics, October 2012 (continued)
                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                      • Figure 97: Percentage of consumer conversation, by hybrid and electric car brands, Jul. 1-Oct. 20, 2012
                                                                                                                                                                                                                                      • Figure 98: Online mentions of named hybrid and electric car brands, by day, Jul. 1-Oct. 20, 2012
                                                                                                                                                                                                                                      • Figure 99: Mentions of hybrid and electric cars, by page type, Jul. 1-Oct. 20, 2012
                                                                                                                                                                                                                                      • Figure 100: Hybrid and electric car brands, mentions by type of conversation, Sep. 1-Oct. 20, 2012
                                                                                                                                                                                                                                      • Figure 101: Major areas of discussion, mentions by type theme, by day, Jul. 1-Oct. 20, 2012
                                                                                                                                                                                                                                      • Figure 102: Major areas of discussion, by type of website, Jul. 1-Oct. 20, 2012
                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Honda Motor Co., Inc.
                                                                                                                                                                                                                                    • BMW of North America, LLC
                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Ford Motor Company (USA)
                                                                                                                                                                                                                                    • General Motors Corporation
                                                                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                                                                    • Hyundai Motor America
                                                                                                                                                                                                                                    • Kia Motors America, Inc.
                                                                                                                                                                                                                                    • Mazda North American Operations
                                                                                                                                                                                                                                    • Mercedes-Benz USA
                                                                                                                                                                                                                                    • Mitsubishi Motors North America, Inc.
                                                                                                                                                                                                                                    • Nissan North America, Inc.
                                                                                                                                                                                                                                    • Porsche Cars North America, Inc.
                                                                                                                                                                                                                                    • Toyota Motor Corporation USA
                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                    • Volkswagen of America, Inc.
                                                                                                                                                                                                                                    • YouTube, Inc.
                                                                                                                                                                                                                                    • Zipcar, Inc.

                                                                                                                                                                                                                                    Hybrid and Electric Cars - US - November 2012

                                                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)