Australians’ Interest in Diesel Power Leveling Off

Some 48.1% of Australian adult drivers say they seriously would consider buying a new diesel vehicle.

Pollster Roy Morgan Research says while consideration of diesel propulsion is down slightly from its peak of 50% a year ago, it remains ahead of hybrid-electric (45.6%) and liquefied petroleum gas (30.3%).

Interest in hybrids has declined steadily in Australia since peaking above 60% in mid-2008 as diesel has risen over the same period. Consideration rates for both fuels flattened in 2012.

Electric or plug-in hybrid vehicles remain a consideration for nearly one in four Australian drivers. Roy Morgan Research Industry Communications Director Norman Morris says almost 30% of the 1.1 million new vehicles sold in the country last year were diesel-powered.

“This proportion has risen over the last few years, with much of the growth attributable to the increasingly popular SUV market,” Morris says in a statement. “Comparatively, total hybrid sales accounted for just over 1% of all new-vehicle sales, with marginal year-on-year gains coming from passenger-vehicle segments.”

Morris says with so many more diesel-powered options available it is not surprising to see consumers giving it more attention.

“Diesel considerers are more likely to be found in rural areas, be male, aged 35-64, have a higher education, work full-time and earn A$70,000 ($44,000),” he says. “Of those in the market for a new car in the next four years, diesel considerers have a higher preference for European makes – in particular, Volkswagen, Mercedes-Benz and BMW.”

In New Zealand, consideration of hybrid vehicles is at 50.8%, well ahead of diesel’s 38.3%. Kiwis’ EV consideration is similar to Australians’ at 25.9%, but far fewer would consider LPG (16%).