Danish car buyers want to save the climate – but aren’t willing to pay extra

Inflation has made Danes hold back on purchasing more eco-friendly vehicles, but that’s not the whole explanation for the decreasing figures.

Among Danish consumers, 40 percent are concerned about climate protection when buying a car or motorcycle. But consumers became less willing to pay extra for an electric car or other sustainable vehicle from 2021 to 2022, according to the Global Sustainability Study from the consultancy Simon-Kucher.

According to the study, 40 percent of Danish consumers consider environmental sustainability to be one of the five most important purchasing criteria for a private vehicle. Other criteria ranked highly include reliability and durability, price, quality, and driving comfort.

“In fact, the most important thing for Danes is that the car has a long life span. When consumers are asked what they mean by environmental sustainability, most of them think first about the durability of the car. Only then do aspects…