Styling innovations like this glass roof available for Ford Motor's
2009 V-6 and GT Mustang may not be the focus in coming years as
automakers look to provide energy efficiency not looks, according to
one survey.
(Credit: Ford)
Biodiesel technology is low on the list of priorities for auto
industry research, according to a global survey of 200 senior auto
executives conducted by KPMG that was released Thursday.
When asked to rate which were the most important alternative fuel
technologies to the auto industry over the next five years, hybrid
systems were ranked first followed by battery electric power, fuel
cell electric power, and biodiesel, respectively.
Fuel efficiency was ranked as the feature auto executives believed
makes the biggest impact on customers' purchasing decisions, while
"environmental friendliness" was second followed by safety innovation
in third.
A car's style and looks came in last on the list of factors auto
executives thought customers looked at these days when deciding which
car to buy. They're likely right. The information follows news that
Ford Motor announced in December it saw record sales for its hybrid
cars in 2009 compared to hybrid car sales in other years.
"Automotive manufacturers are in the challenging position of being
asked to compete on both technology and cost. With global consumers
still feeling the pinch of the recession, those OEMs who can deliver
on this equation will be in the driver's seat," Gary Silberg, national
automotive industry leader for KPMG, said in a statement.
The survey was conducted September through November 2009.