It would seem that, despite the economic downturn and the general lack of cash around the Eurozone, over a third of drivers would be willing to pay more money for an environmentally friendly car. The news comes as a survey of 6,000 respondents shows that seven out of ten people have taken steps to reduce their outgoings.
The survey, commissioned by Ford to allow it to better understand the opinions and attitudes of Europeans across a range of mobility issues, showed that fuel efficiency is a dominant factor in the car buying decision process with 60 per cent of those surveyed preferring to choose models from carmakers that have targeted a reduction in environmental impact.
"The survey shows that even in economically difficult times there is a clear desire for vehicles that are more environmentally friendly," said Barb Samardzich, vice president Product Development, Ford of Europe. "Ford is extremely focused on meeting this demand now and in the future, and this goes hand-in-hand with delivering products that help reduce running costs."
The survey also revealed that 53 per cent consider climate change to be the world's biggest issue and 57 per cent would prefer to lead a more environmentally conscious lifestyle.
"The majority of car buyers prefer fuel-efficient vehicles, even if only a minority feel they can afford to invest in one given the current economic climate," said Andreas Ostendorf, vice president, Sustainability, Environment & Safety Engineering, Ford of Europe.