Automotive industry brands are aggressively pivoting towards alternative fuel sources to play their role in the response to climate change. As they navigate this transition, they find themselves needing to convince and convert consumers to a new set of beliefs and behaviors about transportation and personal mobility. This, in itself, is a monumental undertaking because no one alive today can recollect a time when petroleum was not the dominant fuel source.
Intelligence Center developed this report to provide an updated look at the alternative fuel automotive landscape to help brands within the industry better understand and connect with diverse U.S. vehicle intenders. In doing so, we have demonstrated that multicultural consumers continue to have more nuanced relationships with the auto industry than the general market. Understanding these cultural nuances and demonstrating this understanding can help brands unlock more potential for success against alternative fuel vehicle strategies.