MARLOW, England, September 14 /PRNewswire/ --     The international car industry is currently presenting many
environmentally friendly models at the IAA, the biggest car exhibition in the
world. But could they really be successful in the British market? The clear
answer is yes! For 64% of British drivers, hybrid cars offer a genuine
alternative to conventional engines. One in five drivers (21%) is even
thinking seriously about buying a hybrid when he or she next buys a new car.
What's more, hybrid cars could become a lucrative business. British car
buyers would be willing to pay out for a hybrid car, even if it was up to
GBP947 more expensive than an equivalent petrol powered vehicle. This was
shown by an international study conducted by the market research institute
Maritz Research.

"There is huge enthusiasm for hybrids amongst British consumers",
explains Christian Vorwerck, director of marketing at Maritz Research. "The
potential for the car industry is massive." At the moment, the proportion of
hybrid cars on the roads of Britain remains low, at roughly one percent.

Consumers know their stuff when it comes to green technology

The discussion regarding climate change in previous months has been
particularly helpful in boosting the profile of hybrid technology amongst
consumers. Today, 63% of British car drivers claim to be familiar with the
way a hybrid engine works. This means that knowledge of hybrid technology is
significantly greater than that of other alternative technologies such as
bio-diesel or electric engines. "Even the image of certain car constructors
has profited from this" says Vorwerck. Toyota is the perfect example for this
- the Japanese company has been able to make the Prius a synonym for a clean
car. And even dealers are now convinced that Toyota has the most
environmentally friendly portfolio of cars: 54% of British car dealers regard
it as the leading force in the development of alternative engines.

British drivers would pay this much more for green motors(i):
    
    1. Hybrid:     GBP947
    2. Fuel cell:  GBP862
    3. Electric:   GBP902
    4. LPG:        GBP629
    5. Bio-Diesel: GBP772
    
    (i)in comparison with a petrol engine. Source: Maritz Poll



Notes to Editors:

This extensive study was conducted with a sample of 1,600 vehicle-owners
in UK, Germany, France and Italy.

About Maritz Research

Maritz Research is one of the world's leading market research agencies.
Since 1973, the subsidiary of the US group Maritz Inc. has been assisting
companies to recognise and unleash the potential of their products, staff,
business partners and customers. To do this, Maritz Research makes the
requirements, attitudes and behaviour of customers and staff objectively
measurable and comprehensible. Maritz Research offers a wide range of
strategic and operative solutions with a focus on the automobile, transport,
financial services, IT, hospitality and pharmaceuticals industries. In
Europe, Maritz Research maintains branches in Great Britain and Germany.
Visit: http://www.maritzresearch.com/

Press contact UK:
    
    Philip Durand
    T: +44-(0)1628-495610
    phil.durand@maritzresearch.co.uk