Green Colors Millennials’ Views on Car Ownership

LONDON – More than three-quarters of European Millennials consider driving an eco-friendly car as the best choice to make their lives more environmentally friendly.

More than half own or plan to own an electric vehicle as their main means of transport, according to a Nissan Europe study of younger consumers’ attitudes toward electric and hybrid vehicles.

The findings of the study of 2,500 Millennials (aged 18 to 34) across the U.K., France, Italy, Germany and Spain were revealed by Gareth Dunsmore, Nissan’s director of electric vehicles, at FutureFest in London.

The study found Millennials generally are willing to try new things, challenge processes and think differently about the future. The report shows the cohort’s environmental concerns are focused on global issues, with 53% concerned about climate change and 42% worried over air pollution.

To help solve these issues, they are willing to make changes, with 62% willing to switch to an energy provider dedicated to eco-friendly solutions and 53% supporting brands committed to being more environmentally friendly.

Of those surveyed, 77% currently own cars and, despite not all of the vehicles being low-emissions, nearly two-of-three Millennials say they likely will buy a hybrid car in the next 10 years. More than half say they would buy an EV in that time span.

“We’ve always known that Millennials are the challenger generation, but our European study has also revealed that they’re the future change-makers – willing to make drastic lifestyle choices to make a meaningful difference to the world they live in,” Dunsmore says.

“It gives me immeasurable hope to see that Millennials believe electric vehicles, such as the Nissan Leaf and e-NV200 already on the road today, are part of the solution for a more sustainable future.

“As an industry we must work harder to engage the interests and needs of this group.”

Sarwant Singh, senior partner with Frost & Sullivan and a member of Nissan’s intelligent-motoring advisory board, says Millennials have the potential to be hugely influential in determining the future of transport and sustainability.

“We have consistently found in our own research that they are early adopters of new technology, much more environmentally friendly than previous generations and generally willing to make sacrifices and lifestyle changes in line with their personal values and beliefs,” Singh says.