U.S. vehicle purchasers strongly consider an automaker's sustainability, NS survey shows

Nearly nine in 10 U.S. consumers research an automotive brand's sustainability initiatives before buying a new vehicle, according to a recent Norfolk Southern Railway survey.

The Class I yesterday unveiled the results of its first-ever Automotive Buyer Benchmark, which examines the decision-making processes of vehicle purchasers. NS conducted a blind survey of 1,027 U.S. consumers who intend to purchase a new car or vehicle.

Eighty-eight percent of the respondents said they research a manufacturer's sustainability initiatives — such as efforts to minimize waste and environmental impacts — prior to purchasing a vehicle. In addition, 69% said a sustainability certification would make them choose one car brand over another.

Those findings underscore the importance car buyers place on automotive supply-chain sustainability, NS officials said in a press release.

"The Automotive Buyer Benchmark makes it clear that consumers are watching how car brands approach these processes intently," said NS Executive Vice President and Chief Marketing Officer Ed Elkins. "Consumers are motivated and demonstrating highly-intensive research habits, working to understand the way auto parts and finished vehicles are transported from a factory to the dealership."

The survey also found that more than two-thirds of the respondents believe rail is the most sustainable method for transporting cars. Sixty-eight percent said it is important that automotive manufacturers use the most sustainable methods possible when delivering finished vehicles.

"Our survey further underscores consumers are expecting brands to focus on sustainable manufacturing processes while also taking steps to decarbonize their supply chains," said NS VP of Intermodal and Automotive Shawn Tureman.