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

2. 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

3. 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”

4. People don’t see a future with a single fuel50 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

5. 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

6. 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

7. 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

8. 66% Diverse Domestic “DON’T KNOW”
When asked which feedstocks make each fuel,
66%
answered
“DON’T KNOW”
Diverse
Domestic

9. 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

10. 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

11. 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

12. 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

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

14. 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

15. 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

16. 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

17. 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

18. 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.