Marketing a ‘Greener Product’ – Engine Mapping

co2 car cartoonIn June this year our team at Miles Better Motoring Ltd established a basic survey looking at vehicle usage and awareness of how engine mapping can help motorists be ‘greener’.  So far we have had 60 responses. If you haven’t already completed the questionnaire a link is here: http://tiny.cc/dqyv9y Once we reach 250 replies, if you have left your details with us, you might be in with a chance of winning £100 in the draw.

In the meantime, I wanted to share with you some initial findings and interim conclusions from the research – which has been quite an eye opener.

Of the 60 who answered the questions, half were interviewed in person and were attending ‘green’ events, or had expressed concern over climate change and/or taking climate action.

The other half responded digitally online, distributed via social media and local networks, so we are unsure whether they had any interest in environmental issues at all, but it is assumed that at least some of them would have been.  The survey showed:

  • Over half of those questioned drove a diesel vehicle
  • Only 3 of the 60 drove electric or hybrid vehicles
  • Over half didn’t know what engine mapping was, however, one third said they did know that engine mapping can help lower carbon emissions.  
  • Despite this knowledge close to 90% of people who answered said they had never considered having their engines mapped.

As an organisation established to help motorists and businesses save money and be better for the environment, this poses a real challenge for us. Every 3,500 miles driven in a medium-sized diesel car creates a tonne of C02.  If those people who a) share a concern that diesel vehicles contribute to emissions and b) know that engine mapping can help, yet still aren’t considering reducing the damage their own vehicles are doing, it makes being able to market engine mapping on an environmental basis problematic.

Currently, our conclusion is that the financial benefits of diesel engine mapping might be a better avenue to explore in our marketing – we already have a thread of our strategy which focuses on this, especially for businesses.  Any environmental ambitions we have as an organisation, can therefore still be fulfilled as an ‘additional motivator’ for customers seeking to reduce fuel costs, but not as a leading incentive. Furthermore, as engine mapping is so rarely understood, we first need to build relationships with individual customers to help them understand the process involved, and using our other services (such as eco-valeting).  As such the landing page of our website at MilesBetter.net has been amended to reflect this, and a leaflet producing explaining exactly what engine mapping is. (See MilesBetter.net).

Once we have reached 250 responses to the questionnaire we will revisit the conclusions and share them again more widely.  In the meantime would welcome any feedback for further encouraging ‘green’ customers to understand and consider engine mapping as a way to reduce diesel emissions.

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