Rising gasoline prices and concerns for the environment are generating
unprecedented, nationwide consumer demand for fuel-efficient vehicles.
Whether hybrid technology (gasoline and electric), flex fuel (ethanol),
clean-burning diesel or smaller gasoline engines, fuel-efficient
vehicles are becoming a highly sought after segment of every dealer's
As a result of this increased earth-friendly demand, AutoTrader Publishing is expanding its new Green magazine to help more auto dealers and consumers address the growing demand for fuel-efficient vehicles. To help consumers make the most educated choice possible, each issue of AutoTrader Green also includes articles about fuel-efficient vehicles. Unlike other classified auto titles, AutoTrader Green includes only vehicles that average more than 30 miles per gallon. Following its launch in Seattle and Portland in 2007, the magazine is now published in Los Angeles, Atlanta, Dallas, Washington D.C., Minneapolis, and Charlotte, where it can be found at local convenience stores.
In 2007, the "budget cars" segment - small, inexpensive models that achieve extremely good gas mileage (e.g., Chevrolet Aveo, Honda Fit, Toyota Yaris) - grew by nearly 48 percent. Hybrids were the next best-selling segment with a 34 percent increase, while the overall auto sales market was flat from the previous year. Consider this: A vehicle that gets 30 mpg will cost $750 less to fuel each year than one that gets 20 mpg (assuming 15,000 miles of driving annually and a fuel cost of $3 per gallon). Over a period of five years, the 30-mpg vehicle will save $3,750.
"By presenting all the fuel-efficient vehicles in one magazine, we make
it easier for dealers to showcase their inventories to buyers looking
expressly for fuel-efficient cars and light trucks," said Ian
MacDonald, senior vice president of Sales for Cox AutoTrader/AutoMart.
"We also make it easier for consumers to shop because now they can
find all the information they need from one source. No other auto
classifieds publication matches buyers to sellers as effectively. We
believe that AutoTrader Green benefits not only dealers and consumers
but also the environment by encouraging sales of fuel-efficient
vehicles," said MacDonald.
The marketplace for fuel-efficient vehicles is expanding rapidly. According to J.D. Power and Associates, as many as 65 hybrids (28 cars and 37 light trucks) will be available by 2010. And, according to a 2007 Forrester Omnibus survey, the pool of potential buyers appears to be keeping pace; in addition to the growing "budget cars" segment, 13 percent of U.S. consumers say they are likely or very likely to purchase a hybrid vehicle within the next five years.
"The 'green' movement is nothing new for AutoTrader Publishing," said MacDonald. "All of our print products use recycled paper." In addition, AutoTrader Green is owned by Cox Auto Trader, a subsidiary of Cox Enterprises, and is part of Cox Conserves, a national program that encourages Cox's 80,000 employees and families to engage in eco-friendly practices that reduce energy use and promote sustainability.
By Brandy Schaffels