TOKYO - Almost 90 percent of Japanese car owners would consider an environmentally friendly vehicle as their next purchase, and 63 percent of them would be willing to pay a premium of at least ¥100,000, or about $835.
Those were among the findings of a survey by J.D. Power Asia Pacific.
According to the firm's 1998 Automotive Usage and Attitude Study, 71 percent of respondents would consider a car powered by a high-efficiency gasoline engine; 40 percent would consider a hybrid vehicle; and 17 percent would consider a pure electric car.
About 27 percent said they were willing to pay a $2,500 premium, 18 percent were willing to pay a $1,670 premium, and another 18 percent were willing to pay an $835 premium.
The older the consumer, the greener, according to the Power survey.
For example, 69 percent of respondents age 50 or older expressed a strong interest in low-emissions vehicles, while only 50 percent of those under age 30 showed the same interest.
Said J.D. Power Asia Pacific Director Yoichi Yamamoto: 'The younger generations are more concerned about the performance and image of the vehicle.'