The research focused on investigating the following areas: HEV growth potential, HEV purchase considerations, the most viable (high volume) vehicle platform target for sustaining HEV growth, and effective HEV marketing communications strategies.

Market research included:

• Preliminary web-based investigation of all available HEV product, market, and buyer information. 
• Determining present and projected customer payback potential at various levels of cost of ownership including fuel costs and depreciation assumptions.
• 50-state analysis of all present, pending and projected state, local and federal legislation that could impact HEV purchase considerations (e.g. incentives, HOV lane access, etc.). 
• Large scale direct customer contact mail survey, including a comprehensive statistical analysis and attitudinal segmentation of the potential HEV market.

ASG made a recommendation to the client that they could not ignore the significant market potential presented by HEV's, and that they should consider a mid-sized sedan as the first entrant into this market, as it provided the greatest volume opportunity.  Within three months of submitting these recommendations, the client announced their intention of offering a mid-sized sedan HEV in the very near term.