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"Focus on the Future" Conference Series

October 25, 2008

Learn about new powertrain technologies at Nov. 10 conferenceJoin us Monday, November 10, for "Marketing New Powertrain Technologies: What Are Drivers Willing to Buy and How Do We Know?" This is the second event in UMTRI's "Focus on the Future" Automotive Research Conference Series.

The conference 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 and U-M researchers looking into consumer and market models. Attendees will learn of alternative approaches and tools being used to understand the adoption by consumers of new powertrain technologies.

The conference will be held from 9:00 a.m. to 4:00 p.m. on the U-M campus at the Michigan League Ballroom. Confirmed speakers include:

  • Walter McManus, UMTRI research scientist and head of the Automotive Analysis Division, will moderate the conference and discuss his collaboration with other U-M researchers on consumer choice models for new powertrain technologies.
  • John German, manager of environment and energy analysis at American Honda Motor Co., Inc., will discuss Honda's powertrain strategy and talk about recent research on risk-averse consumer buying behavior.
  • Lonnie Miller, managing director of automotive studies at Polk Automotive, will provide research results from Polk's analysis of households who are purchasing vehicles with new powertrain technologies.
  • John L. Sullivan, UMTRI research scientist and head of the Office of Sustainability Systems, 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 at the 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 at J.D. Power and Associates, will discuss the future trends for new powertrain technologies.

To make a reservation, please contact Ms. Lee Burge at 734-936-2723.