CARMA Research Shows Media Emphasize Fuel-Efficiency Over Safety in Autos

WASHINGTON--Oct. 25, 2005--New research conducted by leading media analysis firm CARMA International, Inc., has found that U.S. media increasingly emphasize fuel-efficiency over safety in discussions of automobile features. Over the past two years, CARMA has discovered a steady increase in media coverage of hybrid vehicles, while reporting on automotive safety has declined.

"While it is not surprising to see a spike in coverage about fuel concerns following Hurricanes Katrina and Rita, our research reveals this shift has been happening for quite some time," said CARMA Vice President Jennifer Hoffmann, who oversaw the study. "Communicators in the automotive industry should not consider the media's interest in this topic to be a flash-in-the-pan."

CARMA researched U.S. media coverage discussing hybrid or fuel-efficient vehicles versus automotive safety from September 1, 2003 through September 30, 2005. CARMA found that as discussions of hybrid vehicles have increased, discussions of automotive safety have decreased. Its research shows that media discussion of hybrids in September 2005 was more than double September 2004 levels and 172 percent higher than September 2003 levels. In contrast, media discussion of automotive safety in September 2005 was 44 percent lower than September 2004 levels and 76 percent lower than September 2003 levels.

"The media may be reflecting consumer sentiment," said Hoffmann, citing data from Power Information Network, a unit of J.D. Power and Associates, showing that traditional SUVs, which are often perceived as being safer than smaller cars, accounted for only 12.1 percent of new vehicle sales in April 2005, their lowest share since May 19, 200596, while more fuel-efficient crossover SUVs grabbed a record 49 percent of market share in April.

However, journalists may be disproportionately reporting on hybrid vehicles in lieu of other fuel-efficient models. CARMA's research found that in the first three quarters of 2005, hybrid vehicles were discussed nearly three times as often as fuel-efficient vehicles, despite estimates from J.D. Power and Associates that market share for hybrids will only reach about 3 percent by 2010.

"CARMA's research of these issues provides a glimpse into a major challenge facing the automotive industry: how do you follow the trend without getting caught up in the hybrid hype?" said CARMA President Mike Carberry. "The automotive companies that stay ahead of the game will be those that shape the discussion of the benefits and drawbacks of new technologies for fuel economy."

An executive summary of CARMA's research, entitled "Fuel for Thought: Media Trends in the Automotive Industry," can be found in its Research Library at www.carma.com.

About CARMA International, Inc.

Founded in Washington D.C. by Albert Barr more than two decades ago, CARMA International, Inc. was a pioneer in the communications measurement industry. Today CARMA is the world leader in media research, with an unmatched global presence. This background enables CARMA to provide expertise on a local and global level, while offering clients a comprehensive, integrated and consistent approach to global media measurement. Using the most sophisticated proprietary software and the most specialized research methodologies in the industry, CARMA analysts assist PR professionals with maximizing the effectiveness of their outreach while providing strategic insights for future planning. CARMA is a privately held company headquartered in Washington, D.C., with offices in London, New Delhi, Paris, Sydney, Santiago, Tokyo, and Toronto. CARMA can be reached at 202.842.1818 or www.carma.com.