Excerpted from BrandWeek: “Car Buyers Motivated By ‘Green'”, Sept 23, 2008
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Toyota, Honda and Chevrolet are perceived by consumers as selling the most environmentally friendly and fuel-efficient models, according to a new Eco Watch study from Kelley Blue Book Marketing Research.
The top 10 “green” cars of 2008 are (in order): Toyota Prius, Honda Civic Hybrid, Smart Fortwo, Nissan Altima Hybrid, Mini Cooper, Ford Escape Hybrid, Honda Fit, Mercedes E320 BlueTec, Toyota Highlander Hybrid and the Chevy Tahoe Hybrid.
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60% of respondents reported they were “extremely concerned” or “very concerned” about the environment, citing water and air pollution, global warming and energy shortages as their primary issues.
58% were considering a more fuel-efficient vehicle for their next purchase. On average, they said they would be willing to spend up to $2,600 more on an environmentally friendly vehicle.
57% said they had changed their driving habits.
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58% who have already changed the type of vehicle they are planning to buy said they would not go back to their former vehicle of choice even if gas prices were to drop to $1 a gallon.
The alternative-fuel technologies they most favored were hybrid engines, hydrogen fuel cells and natural gas vehicles.
They were most skeptical of biofuel, diesel and battery-electric vehicles.
75% said they wished there were more alternative fuel vehicles in the marketplace to choose from.
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A lot of Chevy’s perceptions are based on the Volt, which is being heavily advertised, but isn’t available in the market.
Hybrids, the alternative fuel technology that has receives the most attention, represent only 1.6% of new car sales
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Full article:
http://www.brandweek.com/bw/content_display/news-and-features/automotive-travel/e3i0e4fd2428ec797838e295ef4fcbc08fe
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The Homa Files 
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