Consumer Behaviour on the Automobile Industry

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Consumer Behaviour on the Automobile Industry Powered By Docstoc
					UNEP Greener Driving
 Bringing Sustainability on the Road


        EACA Workshop, Brussels

             September 30, 2004

                  Dr. Wolfgang Hennig
Ford of Europe; Environmental Strategy & Communications


         UNEP Greener Driving Campaign
             Sustainable Mobility
 Sustainability: „Triple Bottom Line„
  - economic
  - social            3 Dimensions
  - environmental
 Mobility: Human Primary Need (i.e., vs. smoking)
  - psychological meaning
  - socio-cultural function
  - ‘Life Style‘
 Sustainable Mobility  Multi-Stakeholder Challenge!
  - diversity of approaches to contribute
  - dialogue of all stakeholders is essential
          UNEP Greener Driving Campaign
     ACEA: Shared Responsibility
       “Integrated Approach”


        Technological Potentials        Contribution of the
                                        automobile industry
  Traffic                               Involvement of other
Management                              stakeholders
Infrastructure            Alternative
   Design &               Powertrains
 Exploitation
        Consumer
        Behaviour       Biofuels
         Additional
         Alternative
            Fuels




        UNEP Greener Driving Campaign
   Contribution of Automotive Industry (I)
Example: Cars„ progress in environmental performance

Catalytic Converter drastically reduces Emissions


       1 : 50 !
     without catalyst                with catalyst



                 UNEP Greener Driving Campaign
Contribution of Automotive Industry (II)

Ethanol fuelled        Hydrogen fuelled Fuel Cell




   CNG fuelled
       natural gas




          UNEP Greener Driving Campaign
          Sustainable Behaviour
 Technology alone can„t solve the problems
 Consumers„ contribution is essential
 Consumer Communication is key

 SUSTAINABLE BEHAVIOUR = Mega-Trend!

EXAMPLES:
 Eco-Driving Awareness Campaign in Netherlands
 Ford„s Eco-Driving training courses
 UNEP Greener Driving Campaign


         UNEP Greener Driving Campaign
             Eco-Driving: low Effort, high Impact
Example:
Shifting into higher Gears saves Fuel
Fuel Consumption at const. 50 kph (30 mph)
                                with FordFocus (1.8 l)

   (8,0 l)
                                (5,5 l)
    2nd                                                  (4,7 l)
                                                                   (3,9 l)
    gear                       3rd
                                                         4th
                               gear                                5th
                                                         gear
                                                                   gear



                       UNEP Greener Driving Campaign
Ford Eco-Driving: Consumer Research
KEY RESULTS (Questionnaires; 300 randomly selected persons)
• 25% is the average Fuel Saving using Eco-Driving-Style
• 99% consider Eco-Driving Training Course valuable
• 99% recommend the Training to others
• 98% consider Training-Tips applicable in practice

EVALUATION of Eco-Driving (1 = excellent  6 = very poor)
• 1.3  Overall Impression of the Event
• 1.3  Trainer Competence & Coaching
• 1.5  Fuel Savings gained
• 1.5  Training Materials




           UNEP Greener Driving Campaign
Eco-Driving: Sustainability Dimensions

                Driving Experience




  Ecology                            Economy



            Road Safety



       UNEP Greener Driving Campaign
                                                    Driving Experience



Driving Experience                   Ecology                             Economy

                                               Road Safety



Eco-Driving = New Driving Feeling & Behaviour
       „Psycho-Economic Principle„(little effort  big effect)
   • Fascination: Simple & Ingenious Way of Driving
   • Surprise & Delight: Overcoming doubts lead to
                         unexpected effects (‘new driving experience‘)

Emotional Effects
• New Driving Experience and more Conscious Behaviour
• Supporting individual Self-image of being a good driver
• Improving the Safety Feeling
• Soothing the ‘Environmental Conscience‘


            UNEP Greener Driving Campaign
UNEP
 monitors the state of the global environment
 develops international consensus on policies
  that respond to environmental problems
 facilitates implementation of environmental
  policies

Why Greener Driving?

       Greener Driving is an important step
       towards sustainable mobility


          UNEP Greener Driving Campaign
    UNEP Greener Driving Campaign
 Communication Challenges & Solutions
  - Changing behaviour  Motivation by personal benefits
  - Avoiding confrontation  funny Edutainment
  - Global approach / cultural specifics  Cartoon-style
 Cost Challenges & Solutions
  - entire Campaign  6 stories and multi-sponsors
  - Airtime  Web-TV
   Face the challenges, think & act different!

  “If I had asked the public what they wanted,
  they would have asked for a faster horse.” Henry Ford


          UNEP Greener Driving Campaign
      Greener Driving: The Strategy

 Objective: non-commercial awareness raising on
  greener driving style & sustainable mobility in general
 Motivate: Sustainable Mobility = Smart Solution
 Edutainment: to convey the message
 Affordability: web-based comic videos, cartoons
                 for each message
 Consumer research on Eco-Driving by DVR and Ford

   UNEP Partnership: Credibility for all Sponsors

          UNEP Greener Driving Campaign
       Greener Driving: The Concept

• Creative Concept follows edutainment approach
   – Comic / cartoon-style
   – Trendy & state-of-the-art
   – Hand-drawn artwork
• Protagonist = anthropomorphous ‟magic‟ car
• Intercultural archaic images
• 6 stand-alone messages
   – with 3 levels of increasing information density for
     teasing & educating (video, comic, info text)

           UNEP Greener Driving Campaign
 Greener Driving: The Creative Agency

Lessenich Consulting & Team
Small, efficient team - located in Cologne (Germany),
dedicated to:
 psychological consumer research, esp. on mobility
  and environment
 strategic consulting on campaigns
 advanced communication platforms
 cartoons / comic art



           UNEP Greener Driving Campaign
 Greener Driving: The Campaign
Behavioural changes complementing
technical solutions play a crucial role
in implementing sustainable mobility.

Internet-based Campaign: www.greener-driving.net
promoting greener driving, to bring sustainability on the road
 decrease stress & increase road safety
 reduce fuel consumption by up to 25% and respective CO2
 improve air quality (reducing locally relevant emissions)

Current
Sponsors:

             UNEP Greener Driving Campaign
Greener Driving Tip # 1
   Mobility Mix
   Individual mobility
   management by using
   the most efficient mode
   of transport adapted to
   personal needs, incl.
   public transport & non-
   motorised transport
   modes.




UNEP Greener Driving Campaign
Greener Driving Tip #2
   Gear Up
   Shifting gears between
   2000 and 2500 r.p.m.
   helps to reduce fuel
   consumption and
   lowering emissions -
   overall preserving the
   engine and at least
   the vehicle’s life.




UNEP Greener Driving Campaign
Greener Driving Tip #3
   Power full
   Regular checking of tyre
   pressure helps increase
   safety and the life of the
   tyre while reducing
   rolling resistance, fuel
   consumption and related
   vehicle emissions.




UNEP Greener Driving Campaign
Greener Driving Tips #4; #5; #6
Remaining 3 Tips/56 k€ each (membership)
 #4 Off is in (meaningful switched off engine)
 #5 Road Surfing (anticipatory & relaxed driving)
 #6 Take it easy (removing ballast from vehicles)

SPONSORS! making the difference
 Join the pro-active & open club
 Be trend-setting & visionary
 Promote Sustainable Behaviour
     UNEP Greener Driving Campaign

				
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