According to an independent survey done by Ford, a large portion of Malaysians choose fuel efficiency over power when they purchase a new ride. The survey, conducted in June, revealed that 83 percent of the citizens and more than 9,500 motorists across 11 markets in the Asia Pacific region prefer efficiency to power.

When asked the reasons for prioritizing fuel efficiency, 87 percent of respondents from Malaysia cited the need to save money. Other top reasons included an interest in being more environmentally friendly (63 percent) and concerns about high fuel prices (60 percent).

In fact, fuel efficiency is such a major factor that more than one-third (38 percent) of drivers who currently own a powerful car say that they regret not purchasing a more fuel-efficient vehicle. “We conducted this survey to learn more about what consumers’ attitudes are towards fuel efficiency when they are shopping for a new car. Fuel efficiency remains one of the top concerns. Drivers continue to be sensitive to fuel costs, no matter what the price is at the pump,” said Kevin Tallio, chief engineer, Engine Engineering, Ford Asia Pacific.

Many Malaysians said they already apply tactics to save at the pump, such as only visiting fuel stations where they get points for filling up (55 percent). Thirty one percent say that they wait for lower fuel prices before topping up, and 20 percent always use a discount coupon.

Drivers are starting to change their driving behaviors too. More than 47 percent say that they will change their driving habits to use less fuel and 36 percent of consumers are planning on driving less over the next 12 months. These thrifty behaviors extend to what Malaysians would do if they could save even more on fuel. More than three quarters of respondents (77 percent) said that if they saved 20 percent on fuel every month, they would put the extra money towards their savings. Another 54 percent say that they would put the money towards their family.

The rising cost of living due to the unstable economy has had a profound impact on willingness to spend. This all coincides with a general wariness about the country’s fuel prices. Sixty eight percent of respondents say they don’t trust fuel prices to stay stable over the next year.  However, their choice is made difficult by the fact that the citizens also value performance. More than half (68 percent) of all respondents say they consider performance as a factor when buying a new car. City residents disproportionately said that they were motivated by performance (70 percent vs. 59 percent of rural residents).

It was exactly this need to offer the combination of fuel efficiency and power that drove Ford to develop the EcoBoost family of engines. Since 2009, EcoBoost engines have been showered with awards, in fact the 1.0-liter EcoBoost engine was voted best in class at the 2016 International Engine of the Year Awards for the fifth year in a row. EcoBoost technology can now be found under the hoods of more than 20 Ford nameplates around the world, from the feisty Fiesta to the iconic Mustang.