Future fuels - Confronting consumer perceptions with market reality

The presentation reviews the results of an 18 month research programme conducted for the Shell Future Fuels division beginning in August 2007 .The goal of the study was to better understand American and German driver attitudes towards alternative fuels (with a particular focus on hydrogen fuel) and their impact on fuel preferences, fuel brand perceptions and behaviours.

Future fuels – Confronting consumer perceptions with market reality

Leslie PascaudResponsible Marketing Practice, Branding for Good, Added Value, France

Duncan MacleodShell International, United Kingdom

Isabelle RemondShell Hydrogen, Netherlands

INTRODUCTION

For Shell, finding an alternative to petrol is not so much a question of responsibility as one of survival. Yet there is a clear tension between wanting to give preference to short-term gains vs. Investing in long-term interests. Hydrogen is a perfect example, as the technology is still several years in the making, with a need for heavy investments before any real revenue generation opportunities will exist. Yet,...

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