June 22nd, 2009

From Green Right Now Reports

San Francisco residents are more likely to go for a green vehicle than drivers in other cities, according to new research from Nielsen. The Nielsen Claritas’ PRIZM Market Potential Report found that households in San Francisco are 60 percent more likely to buy a green vehicle than the average U.S. home.

Washington D.C. was second (44 percent more likely) and New York City finished third (31 percent more likely).

The research looked at the national ownership rates of high-mileage vehicles including the Honda Fit, Toyota Prius, Toyota Yaris and Mini Cooper. Using auto registration data from RL Polk and Nielsen’s PRIZM segmentation, the percentage of each segment owning these vehicles was calculated. Individual market potential then was calculated based upon the segment composition of each market.

“These estimates help manufacturers and marketers better understand the markets that have ‘green’ potential, and help them focus their resources,” Bruce Wilkinson, vice president of media and communications for Nielsen Claritas, said in a statement. “Additionally, it helps them to plan media campaigns and determine inventory levels for each model, market-by-market.”

10 Top Cities With Market Potential For Green Autos
(City — Potential Buyers – Index)

1. San Francisco et al, CA – 11,184 – 160
2. Washington et al, DC-MD – 9,301 – 144
3. New York, NY – 27,417 – 131
4. Boston et al, MA-NH – 8,625 – 129
5. San Diego, CA – 3,842 – 129
6. Chicago, IL – 12,218 – 125
7. Monterey-Salinas, CA – 807 – 125
8. Honolulu, HI – 1,525 – 124
9. Los Angeles, CA – 19,519 – 122
10. Baltimore, MD – 3,765 – 122

Places where gas guzzlers still rule the road tended toward the south and Midwest, with the states of West Virginia and Mississippi holding seven of the ten areas that had the lowest rates of green auto ownership.

Cities With Lowest Market Potential For Green Autos
(City — Potential Buyers – Index)

1. Glendive, MT – 6 – 56
2. Charleston et al, WV – 738 – 55
3. Tri-Cities, TN-VA – 504 – 54
4. Clarksburg-Weston, WV – 168 – 54
5. Hattiesburg-Laurel, MS – 161 – 53
6. Columbus et al, MS – 263 – 50
7. Presque Isle, ME – 43 – 49
8. Bluefield et al, WV – 194 – 48
9. Meridian, MS – 97 – 48
10. Greenwood-Greenville, MS – 98 – 46