European motorists are more likely to opt for electric fuel cell technology in their next vehicle than their American counterparts, who are keener on hybrid vehicles.

Such are the findings of the inaugural automotive study by Harris Interactive, based on the views of drivers in the five largest European countries, as well as in the US.

The research indicates that 41 per cent of European motorists are likely or extremely likely to invest in new efficient technology in the near future, compared to 47 per cent of Americans.

Italians are the most interested in fuel cell technology, the study suggests, since 48 per cent of respondents plan to buy one as their next vehicle. Overall, 28 per cent of motorists from the five European nations were intent on investing in a fuel cell car, while one in five would opt for a hybrid.

Despite tax savings, the current cost of new technology is deterring consumers, concluded Bryan Krulikowski, senior director of automotive and transportation research at Harris Interactive.

"These technologies will gain consideration as they become more affordable," he said, adding that the comparative disinterest in hybrid technology in Europe was due to greater access to more efficient carbon emission-reducing vehicles.

The study featured the views of 19,382 drivers from France, Germany, Italy, Spain and the UK with cars registered in 1998 or later.


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