Ford Study Says That 35% of Europeans Would Pay More for a Green Car

FordFordUnited Kingdom, 1909 > present33 models
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is making a major marketing push to be perceived as a green automaker. It just commissioned a study in Europe to find out if green cars matter, and the answer appears to be 'yes.' 

The study asked 6,028 people in the UK, Denmark, France, Germany, Italy and Spain questions about their future auto purchases. It found that 35% of buyers would be willing to pay more for a more efficient car, even with reduced income. For their next car purchase, 71% said fuel efficiency is a major factor and 60% say that they prefer to buy a car from more environmentally conscious automakers. 

Half of the people said that climate change in the world's biggest issue and are trying to be more environmentally conscious. It has caused 68% of people to drive in a more fuel-efficient manner. 

“The survey shows that even in economically difficult times there is a clear desire for vehicles that are more environmentally friendly," said Barb Samardzich, head of product development at Ford of Europe. 

Ford is taking a two-pronged approach to make itself a greener company. It is taking on ToyotaToyotaJapan, 1937 > present155 models
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directly in North America with ads attacking the PriusToyota Prius Gen.3Japan, 2010 > present52 versions
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and doing other marketing to make itself greener. It is also backing up the advertising, by offering cleaner powertrains in its cars. Last year it introduced the 1.0-liter EcoBoost engine in Europe, and it will bring it to North America in 2013. It also has the Focus Electric and several hybrid and plug-in hybrid models.