Californians and the Media Chris White Communications Director

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 0 A variety of alt & traditional fuels A variety of alt fuels 7% 6% One alt fuel Only traditional fuels 9% Don’t know

About half of Californians have heard about all alt fuel vehicles, including FCVs Clean (ultra. Biodiesel low sulfur) Electricity Ethanol Hydrogen Natural gas diesel (plug-in) (E 85) fuel cells (CNG) Please indicate your knowledge and opinion of the following alternative fuel vehicle Heard of 45 35 65 64 53 Seen or driven 7 4 25 8 5 Is currently available from a local 2 3 21 5 1 car dealer Would consider owning one 12 7 27 14 16 No knowledge 46 57 6 24 38 Perception or semantics? 57 14 5 13 28

We asked the question a different way The line between alt and traditional fuels is blurry 100% 80% 79% 60% 69% 61% 40% 49% 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

When asked the amount of emissions each alternative fuel produces compared to a conventional fuel, 60% “DON’T KNOW” answered Noemissions pollution Zero

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

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

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

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

What is your ideal AFV? Vehicle type Feature Range Envro benefit 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% 6% At least 50 miles At least 100 miles At least 200 miles At least 300 miles 5% 17% 31% 46% Zero tailpipe emissions Reduces CO 2 Reduces smog Fuel is not toxic 39% 23% 24% 14%

People buy not vehicles fuel 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