Leading global market research firm, Synovate, today released new study findings showing that given the choice, over half of South Africans would pick their fantasy car above a green (environmentally-friendly) car. This is in comparison with six out of 10 people globally who would rather go green.

Synovate surveyed more than 13 500 people across 18 markets about ‘green’ versus ‘dream’ cars; vehicle ownership; intent to buy in the next year; and attitudes towards cars, traffic, public transport and their need-for-speed.

South Africa-based Richard Rice, Director of Global Motoresearch Sales & Marketing for Synovate, says that in South Africa, the car is probably the closest product that comes to a visible expression of who a person is.

“Here, a car is emotional. People love their cars… for the freedom; for the image they create; for what it says about their status. Consequently, that image is far more important than how environmentally friendly a car is.

“Compounding this is that many car buyers in South Africa are the first family members to even be able to buy a car, so in the excitement, green considerations will fall by the wayside. We’ll go with however much power we can afford.”

Dream, green or in between?

Is green mainstream? Can the lure of the environmentally-friendly vehicle outweigh the desire for all the raw power of the petrol engine? Synovate asked respondents to forget about money for a moment and tell whether they would buy green; dream; or in between.

The top answer across all 18 markets, if money was no object, was to buy a green car, with 37% of respondents saying this would be their preferred purchase. Thirty percent said they would buy their dream car; and a further 22% claimed "my dream car is a green car:, meaning that 59% - or very nearly six in ten - showed the desire to go green.

“Car-makers are producing more and more options that will appeal to this fast-growing group of green-inclined people,” says Synovate’s CEO of Motorsesearch, Scott Miller.

“But we cannot forget that cars are the ultimate product when it comes to an emotional connection with people. What you drive says more about you than you think. There will always be a group of people who do not want to compromise on dream cars for green reasons. The answer? The 22% who want both are the way of the future. Car-makers will produce vehicles that are dream and green.”

Some of the highest results for ‘green’ were Thailand at 77%; Korea at 76%;China at 75%; and Brazil at 72%.

The nation most likely to simply elect ‘green car’ was Germany, with 58% choosing the environment over their dream cars.

So where can the dreamers be found? Overall, 30% of people would still choose their dream car, green-be-damned, comprised of 35% men and 27% women. The single biggest result for dream car came from South Africa, where over half of all respondents (53%) would go for their fantasy vehicle over a green one.

In the United States (US), 35% would buy a dream car; 23% chose green; and 19% say their dream car is a green car.

Purchase intention: Brakes on or gearing up?

Overall, 15% of respondents across 18 diverse markets say they will buy a new car in the next 12 months. The new car purchase intenders were topped by India at 38%; Egypt at 24%; and Turkey at 23%. 16% of South Africans indicate that they will be purchasing a new car within the next 12 months.

US-based Vice President of Synovate Motoresearch, Tim Englehart, says this is an indicator of where we are economically around the world.

“This clearly shows that car companies have great opportunities in the emerging markets of the world. It needs to be noted that this survey was conducted across urban people from the large cities, so while the results are not representative of the general population of the country, they are absolutely representative of people the car companies may wish to target.

Least likely to be buying a new car are Australians and Germans, with only 6% saying they will do this in the next year.

A further 6% of survey respondents across the 18 markets say they will buy a used car in the next year. 12% of South Africans indicate that they will be buying a used car within the next year.

Englehart says car companies have an emerging opportunity in this market. “There’s a strong chance for a second bite at the cherry when it comes to their branded cars. Our survey showed that over half of all respondents (53%) agree they would be happy to pay more for a used car if it came with a manufacturer certification and warranty.” The highest agrees came from Turkey (79%); Korea (70%); and South Africa (69%).

Does public transport have legs?

Personalised transport like cars and motorcycles answer that basic need, getting from point A to point B. Yet, public transport can often take care of that as well, albeit with a little less style. It’s greener and cheaper, both important considerations, so are more people joining the queue for the bus?

Overall, 14% of respondents across the 18 markets say they will use public transport more often in the coming year. The highest level of agreement was in China at 39%; as well as 20% of South Africans – perhaps in anticipation of the Gautrain and BRT system.

Only 2% of American respondents say they will use more public transport in the next 12 months.

The survey also asked if people would be riding bikes or walking more often, and an overall 9% agreed that they would. The highest results were Korea at 20%; Germany at 17%; China at 16%; and Japan at 15%.

Love me, love my car

While many are pragmatic about cars, seeing them as a means to an end, the survey also showed that for many, the love affair with the car remains passionate.

Forty-three percent of Egyptians say they cannot live without their car; 11% of United Arab Emirates (UAE) respondents say that - above anything else - their vehicle makes them feel good; and 27% of Indians and Malaysians are jealous of friends with better cars.

In South Africa, 12% say that they cannot live without their car and state instead that having a car makes life easier (38%). 32% say that their car merely gets them from one point to another.

Synovate’s Tim Englehart believes is linked to a loss of connection with car brands.

“There is a lack of emotional connection among many drivers now due to cookie-cutter designs in the name of cost-cutting. Long term, that loss of emotion will have a big impact on people’s relationships with car brands.

“Car makers have to get the balance right. A car can still be very cool, while offering practicality and a lower price. Success in the auto business comes from understanding people well enough to meet their emotional needs, as well as practical ones.”

Governments taking the wheel

In a global recession, with car companies struggling and the subsequent loss of jobs and economic power, should governments drive matters?

The Synovate survey asked people whether they agreed with "I think it’s reasonable in a recession for car manufacturers to receive financial assistance from governments". The question was posed in March 2009, ahead of the US government’s General Motors investment, but well after many other governments stepped in, in a variety of ways.

Overall 41% agreed that it was indeed reasonable for auto industry assistance in a recession. Most of the markets surveyed have national car industries in common, so there’s a strong cultural variability on whether people thought those industries and jobs should be influenced by a government or left alone.

The top markets for agreeing that governments might step in were South Africa (63%); Turkey (60%); Malaysia (59%); China (58%); India (55%); and Thailand (54%).

South Africa’s Rice says people here expect a lot of the government.

“The car industry here employs tens of thousands and makes a significant contribution to the GDP… for most South Africans it makes complete sense to support government financing.”

Least likely to support government interventions were the Japanese (67% disagreed with the statement); Americans (65% disagreed); and Canadians (64% disagreed).

Synovate’s Tim Englehart puts the North American responses down to through-and-through capitalism.

“We’re going through an extraordinary time in the US in particular at the moment, but this does not change the fact that both Canada and the US are among the most capitalistic countries in the world. That kind of background and national philosophy doesn’t change overnight.”

Curiosities

•Ninety percent of Greek respondents do not want a car that can turn heads… car ownership there is directly linked to tax payments and this kind of car would cost! 40% of South Africans say that they would want a car that turns heads.

•Fast-growing city, fast cars… 59% of UAE respondents agreed they like to drive fast.

•More South African women than men would choose a dream car over a green car (57% women versus 50% men) if money was no object.

•88% of South Africans believe there are too many cars on the road.

•The United States; Malaysia; and Thailand all had 15% of respondents who lived in households with more than two cars.

About the Synovate global ‘Dream versus green’ cars survey

This car survey was conducted in March 2009 across 18 markets – Australia; Brazil; Canada; China; Egypt; France; Germany; Greece; India; Japan; Korea; Malaysia; South Africa; Thailand; Turkey; the United Arab Emirates (UAE); the United Kingdom (UK); and the United States of America (US). It covered over 13 500 urban respondents.

About Synovate

Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6 700 staff across 62 countries. More information on Synovate can be found at www.synovate.com.

More information on Synovate can be found at www.synovate.com and www.synovate.com/southafrica.