Californians and the Media Chris White Communications Director California Fuel Cell Partnership

Two 2007 surveys April – attitudes and opinions Gage awareness Understand issues behind interest Measure overall knowledge October – sources of information Media outlets Types of information The AFV you’ll buy

Key attitudes of California drivers 79% believe AFVs benefit the environment 38% believe we need more efficient gas cars instead of AFVs 23% believe that industry creates more pollution than transportation 52% are “concerned” about global warming, 25% are “interested” 14% believe it’s “fiction”

People don’t see a future with a single fuel 50 45 40 48% 35 30 25 30% 20 15 10 5 9% 7% 6% A variety of alt & traditional fuels A variety of alt fuels One alt fuel Only traditional fuels Don’t know

Perception or semantics? About half of Californians have heard about all alt fuel vehicles, including FCVs Clean (ultra- low sulfur) Electricity Ethanol Hydrogen Natural gas Biodiesel diesel (plug-in) (E85) fuel cells (CNG) Please indicate your knowledge and opinion of the following alternative fuel vehicle Heard of 45 35 65 64 53 57 Seen or driven 7 4 25 8 5 14 Is currently available from a local Perception or semantics? 2 3 21 5 1 5 car dealer Would consider owning one 12 7 27 14 16 13 No knowledge 46 57 6 24 38 28

We asked the question a different way The line between alt and traditional fuels is blurry 100% 80% 80% 79% 69% 69% 60% 61% 49% 40% 20% 0% All-electric vehicles that do not combust fuel Vehicles that use something other than fossil fuels Hybrid vehicles that use gasoline, batteries and electricity Hybrid vehicles that use gasoline and batteries Vehicles that use fossil fuels other than gasoline Vehicles that use gasoline blended with other fuels

60% Zero emissions No pollution “DON’T KNOW” When asked the amount of emissions each alternative fuel produces compared to a conventional fuel, 60% answered “DON’T KNOW” Zero emissions No pollution

66% Diverse Domestic “DON’T KNOW” When asked which feedstocks make each fuel, 66% answered “DON’T KNOW” Diverse Domestic

Of California’s drivers 43% seek out AFV information 45% feel well informed about AFV pros and cons 41% believe that AFV info is credible and unbiased 60% wished media carried more AFV information

How closely do you follow…? 100% 80% 61% 54% 58% 42% 14% 13% 13% 19% 30% 80% 29% TREND ALERT! 39% Very closely 45% 60% 43% Fairly closely 50% 40% Not too closely 48% 41% 37% 20% 34% Not at all 18% 10% 2% 5% 6% 5% 0% Gasoline or energy prices Air quality, global warming, climate change Alternative fuels and alternative fueled vehicles Government regulations or policies New passenger cars, trucks and SUVs

Types of information Purchase considerations Comparisons of one to another Environm-ental benefits How the vehicle works Technology advancements Long-range plans and vision Economic impacts and opportunities Opinions from knowledge -able people Challenges to commercialization Celebrity endorsements

As a result… We provide some comparisons Clear that FCVs are not for sale Talk progress, not challenges to market All change is hard What works in the lab must work on a real road with a real driver for 150,000 miles Opportunities with infrastructure Paint pictures Visualize fueling

Sources of information Television Radio Non-fiction books Newspapers Conferences Documentaries Magazines Internet Auto shows Word of mouth

The media shakeout Local newspapers are the most credible source 41% have read articles about AFVs 28% have read articles in news magazines 26% have read articles in national newspapers News web sites are the most effective Internet medium 32% have seen AFV information Regular programming is the most-common TV source 25% have seen AFV content

Revised media strategy More emphasis on print Relationships with business, science, technology and auto editors Pay attention to smaller locals Participate in online news sites Education, not engagement

Mind the gap 38% 37% 32% 32% 27% 26% 20% 19% 19% 14% 17% 14% 40% 38% 37% 32% 32% 20% 27% 26% 20% 19% 19% 14% 17% 14% 0% Science magazines Automotive magazines Business magazines Technology web sites Government agencies Auto shows Have read/seen info about AFVs from this source Expect this to be a source in information about AFVs

Space for passengers & cargo Zero tailpipe emissions What is your ideal AFV? Vehicle type Pick-up, SUV or van Luxury car Mid-size car Compact car 34% 10% 51% 6% Fuel efficiency Safety Space for passengers & cargo Zero-to-60 performance 50% 22% 17% At least 50 miles At least 100 miles At least 200 miles At least 300 miles 5% 31% 46% Zero tailpipe emissions Reduces CO2 Reduces smog Fuel is not toxic 39% 23% 24% 14% Feature Range Envro benefit

not fuel People buy vehicles Emphasize a full-function vehicle that will fit their lifestyle, and happens to be green. Balance desire for a quick fix with the need to think long term.

cwhite@cafcp.org