Ford: Customers Will Pay More For Gas-Saving Cars. Do You Agree?

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2013 Ford C-Max Hybrid, Los Angeles, August 2012

2013 Ford C-Max Hybrid, Los Angeles, August 2012

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At the start of September, gas prices hit an all-time Labor Day average high of $3.80 per gallon

So it’s no surprise that a recent study commissioned by Ford says that 82 percent of Americans would be happy to pay a higher sticker price on cars that save them money in the long term. 

The study, carried out by Penn Schoen Berlandalso, asked an undisclosed number of drivers about their opinions on green driving, energy saving, and new car purchases. 

Among its findings, the report concluded that 95 percent of those questioned placed a high level of importance on fuel-efficient cars, while 70 percent of respondents admitted to changing their driving habits recently in order to save fuel.

While only 21 percent of those questioned said they had recently purchased a new car with improved fuel economy, most respondents said that saving money and helping the environment were important factors when making energy-efficient purchases. 

2013 Ford Focus

2013 Ford Focus

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When asked what they would do with a $1,000 discretionary income to spend on energy saving, 25 percent of those questioned said they would invest in a car fitted with hybrid technology. 

As with any survey, without details of sample size, a full-list of questions asked, or further details about when and where it took place, this Ford-sponsored study doesn’t impart as much data as it could. 

Sadly too, the survey doesn’t answer the question we really want to see answered: how much more sticker price will consumers pay in order to get a gas-saving car? 

Perhaps you can help us figure it out. Let us know in the Comments below.


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Comments (5)
  1. So much there.
    1) you cannot figure out what people are willing to spend money on by asking them, it is well known not to correlate with their action.
    2) Price may not change, people will forgo leather seats to pay for efficiency gear.
    3) The real question, why would Ford release this data? What is their angle? Do they want to support CAFE and not see it overturned because they favor regulatory certainty. Do they fear Romney overturning CAFE and making a mess. Do they feel they are best positioned to deal with CAFE and can beat their rivals in a future with CAFE.

  2. Overturning CAfE is an excellent idea! Why do you hate leather? You are very short sided on technology costs.

  3. I don't think overturning CAFE is a particularly good idea. Probably the biggest benefit of the standard is that it balances long-term benefits of consumers against short -term profits for manufacturers. Look at how Dodge changed valve timing on the Rams to boost MPG only after the rise in gas prices. They could have made these minor changes years before gas prices rose, but they had no incentive. Boosting mpg for pickups by only 1 mpg would have made a huge difference in so many macro-economic factors (besides saving families a couple hundred bucks a year).

    I think the assertion that CAFE standards should be repealed is sort of like trying to ignore high blood pressure or other health concern. Short-term gain for long-term problems.

  4. I would also rather pay money to US car companies instead of foreign oil companies. We've got to stop propping up those Canadian dictators...

  5. Canadian Dictators? Stupid comment!

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