One in every two drivers is willing to pay more for improved fuel efficiency

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Study by Johnson Controls analyzes consumer behavior in Germany, France, Italy, UK, and Russia

FRANKFURT – Sept. 11, 2013 – Drivers in Europe want to save fuel and reduce emissions from their car, and are willing to pay more for new technologies like Start-Stop to do so, according to research released today from Johnson Controls.

“As the world's leading supplier of automotive batteries our top priority is to help our customers satisfy consumer demands,” said Holger Jetses, vice president and general manager of Johnson Controls Power Solutions Europe, Middle East, Africa. “We conducted this study to gain a better understanding of how consumers feel about fuel-saving power train technologies such as Start-Stop.”

 In a Start-Stop system, the car's engine will shut off when the driver comes to a stop or idles. Johnson Controls' Absorbent Glass Mat (AGM) battery will power devices during the stop mode and quickly restart the engine when the driver's foot releases the brake pedal.

The study is based on research with individuals and via a web-based survey. Results show 50 percent of consumers in Germany, France, Italy, the UK, and Russia are willing to pay more for a new vehicle if the fuel consumption is cut by 5 percent. The environmental aspect also plays a role in consumer preferences to drive in a more environmentally friendly way.

Johnson Controls’ study also indicated that the vast majority of consumers who own a Start-Stop car are satisfied with their vehicle, with 86 percent willing to purchase one again. Satisfaction with Start-Stop depends significantly on two factors: fuel savings and smoothness of engine restart.

“Numerous studies have shown that Start-Stop technology powered by AGM batteries can reduce emissions and improve fuel economy by 5 percent to 8 percent in new vehicles,” said Jetses. “Over the next five years, Start Stop vehicles powered by Johnson Controls batteries could help reduce CO2 emissions by tens of millions of tons.”

Consumers also indicated they are interested in achieving even more fuel efficiency, as long as it’s for the right price. According to Jetses, innovative new power train solutions, such as Micro Hybrid, will be the next technology to play an important role in reducing emissions and improving fuel economy.

“Johnson Controls is already in development of a solution that has the potential to improve fuel economy up to 15 percent at an affordable cost, with Micro Hybrid,” said Jetses. “Leveraging a dual voltage architecture, Johnson Controls’ Micro Hybrid battery system will involve a traditional 12-volt battery that starts your car and a 48-volt Lithium-ion battery that enables optimization of energy generation and consumption.”

Johnson Controls first generation Micro Hybrid battery will be available for testing with key automotive customers in December. It will be on display at The International Motor Show (IAA) in Frankfurt, in Hall 5.1, Booth B28. The company will hold a press conference on Wednesday, Sept. 11, at 10 a.m.

About Johnson Controls

Johnson Controls is a global diversified technology and industrial leader serving customers in more than 150 countries. Our 168,000 employees create quality products, services and solutions to optimize energy and operational efficiencies of buildings; lead-acid automotive batteries and advanced batteries for hybrid and electric vehicles; and interior systems for automobiles. Our commitment to sustainability dates back to our roots in 1885, with the invention of the first electric room thermostat. Through our growth strategies and by increasing market share we are committed to delivering value to shareholders and making our customers successful. In 2013, Corporate Responsibility Magazine recognized Johnson Controls as the #14 company in its annual “100 Best Corporate Citizens” list. For additional information, please visit

About Johnson Controls Power Solutions

Johnson Controls Power Solutions is the global leader in lead-acid automotive batteries and advanced batteries for Start-Stop, hybrid and electric vehicles.  Our 50 manufacturing, recycling and distribution centers supply more than one-third of the world's lead-acid batteries to major automakers and aftermarket retailers.  Through our innovations we are building the advanced battery industry for hybrid and electric vehicles.  We were the first company in the world to produce lithium-ion batteries for mass-production hybrid vehicles.  Our commitment to sustainability is evidenced by our world-class technology, manufacturing and recycling capabilities.   

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Gretchen Miller

Christian Riedel
+49 511 975-1094

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