Based on the questionnaire survey on new generation vehicles, we analyze consumers preference for an owned car and a candidate car at the point of purchase. Using AHP (Analytic Hierarchy Process), we simulate the change of preference in the case that fuel-efficiency of the candidate car is assumed to improve. In the result, we lead the individual attributes of potential users of new generation vehicles.
  Potential users lay weight on fuel-efficiency and are economically rational. This is supported by the statistically significant correlation between potential user ratio and individual attribute such as annual income, the price of an owned car. Then, we classify respondents into two groups, consumers who consider total costs from the vehicle price and the fuel-efficiency, and consumers who consider them separately. While the former group has higher potential user ratio, the latter group has potential users who lay weight on fuel-efficiency except from economic performance. We also analyze the factor of changed preference by multiple regressions. As the factors of preference for high fuel efficiency, age and sex of the respondents as well as fuel efficiency and producer dummy of their owned car were chosen.