Marketing New Powertrains Conference Info
University of Michigan
Automotive Analysis
“Focus on the Future”
Automotive Research Conference
Marketing New Powertrain Technologies: What Are Drivers Willing To Buy and How Do We Know?
The University of Michigan, Michigan League,
Michigan Ballroom (2ndFlr.)
911 N. University, Ann Arbor, MI 48109-1265
November 10, 2008
Our second conference of the year will focus on one of the most important challenges facing manufacturers in the next few years as they roll out new powertrain technologies: If they provide these new powertrain technologies, will consumers buy them? To answer this question we will hear from market research firms, UM researchers looking into consumer and market models, as well as the manufacturers themselves. Attendees will learn of alternative approaches and tools being used to understand the adoption by consumers of new powertrain technologies. Confirmed speakers include:
Walter McManus, Research Scientist, University of Michigan Transportation Research Institute, will discuss his collaboration with other UM researchers on economic consumer choice models for new powertrain technologies.
John German, Manager, Environment and Energy Analysis, American Honda Motor Co., Inc. will discuss Honda’s powertrain strategy and talk about recent research on risk-averse consumer buying behavior.
Lonnie Miller, Director of Automotive Studies, R.L. Polk & Company, will provide research results from Polk’s analysis of households who are purchasing vehicles with new powertrain technologies.
John L. Sullivan, Research Scientist, University of Michigan Transportation Research Institute, will talk about the use of agent-based modeling to explain the potential buying behavior of consumers when presented with new powertrain technologies.
Ken Kurani, Research Scientist, University of California-Davis, will take an anthropological view of consumer choice of new powertrains based on his recent research on plug-in hybrid vehicles and the views of consumers towards fuel economy.
Mike Omotoso, Senior Manager of Global Powertrain Forecasting, J.D. Power and Associates, will discuss the future trends for new powertrain technologies and J.D. Power’s recent research on consumer attitudes towards alternative powertrains.