(June 21, 2011) DEARBORN, Mich. (PRNewswire) — Forty-two percent of all consumers surveyed in a 2011 Maritz Research study say fuel economy is an "extremely important" new vehicle purchase driver — up 13.5 percent versus a decade ago. Millennials rank its importance even higher and rate it most often as having the "greatest impact" on future vehicle purchases.

What's more, one third of consumers say fuel economy will have the "greatest impact" on their next vehicle purchase, and younger buyers place an even higher priority on miles per gallon.

"Customers are telling us clean and green vehicles matter most because they are good for people's wallets and good for our planet," said Mark Fields, Ford president of The Americas. "We hear what they are saying, and that is why Ford is absolutely committed to giving our customers vehicles with top fuel efficiency."

The annual New Vehicle Customer Study has been conducted since the 1970s by Maritz Research, reaching approximately 200,000 consumers a year. The latest study, conducted in the first quarter, shows:

    • 42 percent of people surveyed say fuel economy is "extremely important" in their decision to purchase new 2011 models – a 13.5 percent increase versus 10 years ago

    • 37 percent indicated they expect fuel economy will have the "greatest impact" on their next new vehicle purchase
   
    • Millennials place an even greater importance on fuel economy, with 46 percent saying fuel economy is "extremely important" in the new vehicle purchase decision – the greatest percentage among all age groups. Also, 41 percent say fuel economy will be the top factor in their next vehicle purchase