Survey Reveals Strong Commitment of Clean Diesel Drivers to Their Vehicles
Based on Fuel Efficiency, Economic Value and Performance
"Diesel Disconnect" on the Benefits of Clean Diesel Exists Among
Gasoline and Hybrid Drivers
HERNDON, VA -- (Marketwire) -- 03/28/13 -- Volkswagen of America,
Inc. today released the findings of its first annual Clean Diesel IQ
Survey. The survey found that clean diesel drivers have an
overwhelming commitment to clean diesel vehicles and are acutely
aware of its benefits, but broad understanding of clean diesel
technology remains uneven among non-diesel drivers. The survey
findings will be officially released tonight at the German American
Chamber of Commerce Automotive Forum "Clean Diesel on the Rise" at 6
p.m. in the Press Lounge at Ink48 Hotel.
The survey of 1,511 U.S. gasoline, hybrid and clean diesel drivers
revealed that 88 percent of clean diesel drivers believe that clean
diesels are some of today's most fuel-efficient vehicles, and that
more than half of gasoline and hybrid drivers agree. For clean diesel
drivers, 53 percent listed better mileage as their top clean diesel
vehicle attribute. Additionally, more than half of clean diesel
drivers who responded to the survey characterize their vehicles as
having strong acceleration capabilities.
"Though there is a lack of awareness among non-diesel drivers,
current clean diesel owners know that their vehicles are quick,
clean, efficient, and fun to drive," said Douglas Skorupski, Manager
of Technical Strategy, Volkswagen of America. "And we know that once
a driver experiences a clean diesel vehicle, they become dedicated to
the diesel powertrain."
The Clean Diesel IQ measured the attitudes, opinions and beliefs
about clean diesel vehicles among current gasoline, hybrid and clean
diesel drivers. Specific insights from the survey include:
-- Clean Diesel Time Warp - There is broad recognition among all drivers
that diesels today are better than they were 10 years ago, but
gasoline and hybrid drivers still only believe they are "somewhat"
better and clean diesel drivers recognize the vast improvements. More
than one-third of gasoline and hybrid drivers believe that clean
diesel vehicles are noisy and smell bad. Only three percent of clean
diesel drivers would describe their vehicles as smelling bad and five
percent of clean diesel drivers would describe their vehicles as
noisy. Clean diesel drivers understand that they can reach the
break-even point between vehicle cost and fuel savings in four years
on average. Though clean diesel vehicles are 20 percent more fuel
efficient than gasoline cars, gasoline and hybrid drivers believe it
takes clean diesel vehicles closer to five years to see the cost and
-- Clean Diesel Dedication - Ninety-four percent of current clean diesel
drivers would consider a clean diesel vehicle for their next purchase,
while only 26 percent of gasoline and hybrid drivers would consider
clean diesel. All drivers surveyed recognized that that clean diesel
vehicles are more durable than gasoline and hybrid vehicles.
-- Clean Diesel IQ Persona - The drivers surveyed fall into three
specific personality types when it comes to their diesel knowledge:
"Clean Diesel Dedicated;" "Clean Diesel Maligner;" and "Clean Diesel
"While clean diesel vehicles are common around the world, the Clean
Diesel IQ personas allow us to understand why some U.S. drivers are
not fully aware of the evolution of diesel technology," continued
Skorupski. "As the market leader in clean diesel with more than 70
percent of the total passenger market in 2012, Volkswagen has been
committed to making the technology accessible and will continue to
educate consumers on clean diesel's wide range of fuel economy and
The "Clean Diesel Dedicated" are acutely aware of the acceleration,
styling and clean aspect of clean diesel vehicles, while less than 20
percent of gasoline drivers and hybrid drivers recognize these
benefits. The "Clean Diesel Malingers" are entrenched in the diesel
time warp, with one-in-five gasoline and hybrid owners classifying
clean diesel vehicles as being dirty and three-in-five clean diesel
owners classify these vehicles as clean. The "Clean Diesel Curious"
are beginning to understand how clean diesel has evolved but have yet
to purchase a clean diesel vehicle. These individuals want to see
direct fuel economy comparisons of clean diesel versus hybrids, as
well as have a better understanding of emissions and environmental
For the latest news and updates, follow Volkswagen on Facebook.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in
Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered
in Wolfsburg, Germany. Volkswagen's operations in the United States
include research and development, parts and vehicle processing, parts
distribution centers, sales, marketing and service offices, financial
service centers, and its state-of-the-art manufacturing facility in
Chattanooga, Tennessee. Volkswagen is one of the world's largest
producers of passenger cars and Europe's largest automaker.
Volkswagen sells the Beetle, Beetle Convertible, Eos, Golf, GTI,
Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan
vehicles through approximately 600 independent U.S. dealers. Visit
Volkswagen of America online at www.vw.com or media.vw.com to learn
"VW", "Volkswagen", all model names and the Volkswagen logo are
registered trademarks of Volkswagen AG.
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