Most Drivers Can't Tell You What Is Under The Hood Now, So How Are They Going To Choose From A Raft Of Upcoming Powertrains?

Prepare for a powertrain technology onslaught, experts say, a regulatory fueled offensive seen as a boon to suppliers with the right parts and components and a challenge for automakers because many U.S. consumers are uneducated about the benefits of paying extra for higher fuel economy.

“People know about one-third of what these technologies can do,” says Bryan Krulikowski, vice president-Transportation and Technology at Morpace Market Research and Consulting.

Krulikowksi, whose group publishes an annual survey of consumer interest in powertrains, says a lack a buyer familiarity with fuel-saving technologies will be a major hurdle for automakers in the coming years. Fuel-economy regulations will continue to tighten and compel automakers to add expensive powertrain technologies to their cars and trucks, but buyers do not see the benefit, especially when gasoline prices remain a relatively cheap $3 per gallon.

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TheSteve - 7/29/2015 1:35:38 PM

+2 Boost

Sales reps will try to sell based on buzzwords and bullets on a feature sheet, sort of the Microsoft way.

Consumers will have their eyes glaze over, and turn to what makes sense to them: size, comfort, convenience, fuel economy, price, etc. And cup holders, in North America.

MDarringer - 7/29/2015 2:49:30 PM

+1 Boost

So true about buzzwords. Buzzwords are used to bamboozle customers. The bottom line is whether or not it works for the customer.

Mazda acts like "Skyactiv" is something revolutionary when (1) it isn't and (2) it just means the engine passes smog tests.

Ford has you fooled into believing that if you drive an EcoBoost you're greener than thou.

And so on, but the public can be patently stupid.

I remember a customer asking a salesman if the car she was looking at had a V6 or a V4 as if all engines have "V" in front of the number of cylinders.

TomM - 7/29/2015 8:41:55 PM

+4 Boost

Most cars are purchased as transportation devices - and the powertrain is there solely to get the car to go forward and backward. In a lot of areas of the world - the powertrain is likely to be minimal - and the resulting performance is abysmal. And yet - people will continue to buy what they can afford - and not buy things that they have no hope of paying for. Most people never go as fast as their car can go - nor do they use the limits of their suspension as well - they do not brake as fast as their Anti-lock system will allow. When in Cuba - you buy a 65 year old American car - because that is what they have.

So they don't choose the powertrain - they choose the car - and whatever it comes with.

trmckin - 7/29/2015 6:25:13 PM

+5 Boost

Most drivers haven't known this for the last few decades. It's pretty simple... It will boil down to price, what options come with what engine choices, mpg, and seat of the pants feel. My second point actually benefits the dealers far more than the consumer. Offer the convenience features with the more expensive engines and you've sold more high end vehicles because some buyers seem to think they cannot can't live without a heated steering wheel or 52 airbags.