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Tesla more valuable than GM or Ford – and the majority of Australians are on-board

This snap Roy Morgan Snap SMS Poll was conducted in mid-March (March 17, 2017) with a cross-section of 1,004 Australians aged 18+. Australians were asked: “How much more would you pay for a car which produces zero emissions?”

A seminal moment for the global automotive industry was reached this week when pioneering tech-heavy electric car-maker Tesla (which sold just under 80,000 cars globally in 2016) became America’s most valuable car company by market capitalisation.

And a snap poll by Roy Morgan Research reveals why.

A majority of Australians (63%) would pay more for a ‘Zero Emissions’ car like Tesla, including 100% of 18-24yr olds and 72% of 25-34yr olds.

Tesla’s market cap topped $52 billion USD compared to General Motors ($49.6 billion USD – 10 million cars sold) and Ford ($44.9 billion – 6.5 million cars sold) this week, and according to Roy Morgan CEO Michele Levine it had nothing to do with April Fools’ Day. “Really.”

The results were consistent around Australia with significant majorities in all Australian States – both regionally (62%) and in capital cities (62%), and both genders – women (65%) and men (61%) saying they were willing to pay more for a ‘Zero Emissions’ car.

Michele Levine believes the results reveal that the high valuation Tesla is borne out by the attitudes of Australians.

“There is a significant appetite to move towards zero emissions in Australia.

“The continuing call by Australians – 17% of whom cite Climate Change/ Global Warming as the largest problem facing the World – more than double any other single issue – reveals that the drive towards electric cars like Tesla will continue to strengthen.”

Finding No. 7208 – This special Roy Morgan Snap SMS Poll was conducted in mid-March (March 17, 2017) in conjunction with the Roy Morgan State of the Nation Report 27 – Focus on Australia’s Automotive Industry with a cross-section of 1,004 Australians aged 18+. Respondents were asked: “How much more would you pay for a car which produces zero emissions?”


Roy Morgan Snap SMS Poll: Would you pay more for a car with zero emissions?*

Australians 18+*: Yes (63%) cf. no (37%).

Analysis by Gender*

  • Men: Yes (61%) cf. no (39%).
  • Women: Yes (65%) cf. no (35%);

Analysis by Age*

  • 18-24yr olds: Yes (100%) cf. no (0%);
  • 25-34yr olds: Yes (72%) cf. no (28%);
  • 35-49yr olds: Yes (61%) cf. no (39%);
  • 50-64yr olds: Yes (59%) cf. no (41%);
  • 65+yr olds: Yes (51%) cf. no (49%).

Analysis by State*

  • New South Wales: Yes (71%) cf. no (29%);
  • Victoria: Yes (62%) cf. no (38%);
  • Queensland: Yes (57%) cf. no (43%);
  • Western Australia: Yes (51%) cf. no (49%);
  • South Australia: Yes (57%) cf. no (43%);
  • Tasmania: Yes (62%) cf. no (38%).

Analysis by Capital City/ Country Regions*

  • Capital City: Yes (62%) cf. no (38%);
  • Country: Yes (62%) cf. no (38%).

Analysis by Socio-Economic Status*

  • AB: Yes (69%) cf. no (31%);
  • C: Yes (64%) cf. no (36%);
  • D: Yes (58%) cf. no (42%);
  • E: Yes (53%) cf. no (47%);
  • FG: Yes (47%) cf. no (53%).

*Further detail provided in tables below.


Results analysed by Roy Morgan Helix Personas are available on a subscription basis.
www.HelixPersonas.com.au.

Click here to see the key findings of the Roy Morgan State of the Nation Report 27 – Focus on Australia’s Automotive Industry.

 

For further information:

Contact

Office

Mobile

Michele Levine:       

+61 3 9224 5215  

+61 411 129 093


Question:
Australians were asked: “How much more would you pay for a car which produces zero emissions?” (March 17, 2017):

Total

Gender

Age

Men

Women

18-24

25-34

35-49

50-64

65+

%

%

%

%

%

%

%

%

0-5%

17

17

17

21

17

17

17

15

6-10%

25

21

29

8

26

27

26

22

11-20%

12

13

11

27

15

10

10

11

20+%

9

10

8

44

14

7

6

3

Total more

63

61

65

100

72

61

59

51

No more

37

39

35

0

28

39

41

49

Total

100

100

100

100

100

100

100

100


 

State

Region

Total

NSW

VIC

QLD

WA

SA

TAS

City

Country

%

%

%

%

%

%

%

%

%

0-5%

17

17

14

21

9

20

24

15

19

6-10%

25

31

22

24

25

15

24

24

27

11-20%

12

13

15

5

12

14

10

12

10

20+%

9

10

11

7

5

8

4

11

6

Total more

63

71

62

57

51

57

62

62

62

No more

37

29

38

43

49

43

38

38

38

Total

100

100

100

100

100

100

100

100

100



 

Socio-Economic Quintile

Total

AB

C

D

E

FG

%

%

%

%

%

%

0-5%

17

16

17

18

19

11

6-10%

25

26

31

22

18

16

11-20%

12

16

6

13

10

15

20+%

9

11

10

5

6

5

Total more

63

69

64

58

53

47

No more

37

31

36

42

47

53

Total

100

100

100

100

100

100


Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. The figures are approximate and for general guidance only, and assume a simple random sample. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.2

±2.7

±1.9

±1.4