Washington, D.C. — A national poll from Ducker Carlisle finds that 81% of American drivers support automakers switching to clean steel, and nearly two-thirds would pay up to $500 more per vehicle for it. Additionally, 76% support federal or state policies that help automakers make the transition, sending a strong signal that the public is ready for cleaner cars and cleaner supply chains.

“Customers want cars made with clean steel, and they’re willing to pay for it,” said Maricela Gutierrez, Senior Campaign Strategist at Industrious Labs. “Automakers have a chance to stand out by being the first to invest in clean steel. It’s a way to meet growing public demand, cut pollution to protect community health, and gain a competitive edge in a shifting market. Right now, there is a leadership vacuum in the automotive industry - we need a first mover in the U.S. to sign a contract for clean steel.”

Further findings include:

• 65% are interested or very interested in a car made with clean steel, rising to 79% among people with non-ICE vehicles
• Among those neutral, interested, or very interested in a car made with clean steel, 62% are willing to pay extra for a car made with clean steel
• Even among those initially unwilling to pay more, 43% said they would be interested with the addition of government subsidies or extra features
• In qualitative responses, some buyers who purchase commercial vehicles in bulk for larger fleets shared that they would be willing to pay significantly more — up to 15% — for clean steel.

Health, specifically the desire for cleaner air and healthier communities, emerged as the top reason consumers support clean steel. This data signals market demand for cleaner supply chains and underscores the opportunity for automakers and policymakers to lead.

The stakes couldn’t be higher. Pollution from coal-based steel production includes sulfur dioxide, nitrogen oxides, and fine particulate matter, pollutants known to cause asthma, heart disease, and premature death. Recent health impact analysis from Industrious Labs estimates that coal-based steel used in U.S. autos is responsible for 276 to 535 premature deaths annually and tens of thousands of missed school and workdays. With the automotive sector consuming roughly 60% of U.S. primary steel, vehicle manufacturers have a pivotal role in determining whether communities continue to bear the brunt of pollution or benefit from a cleaner supply chain.

Meanwhile, the financial barrier to cleaner steel is smaller than many assume. The International Council on Clean Transportation (ICCT) estimates that using clean steel would add just $199 to the cost of a $30,000 vehicle, a fraction of what many consumers are already willing to pay.

Companies like Hyundai and POSCO in Louisiana have identified this opportunity and are investing in new steel plants specifically for automotive steels, with plans to convert to fossil-free processes. Automakers and steelmakers that are slow to adapt to this growing consumer trend will be left behind.

A new July 2025 study from Lund University backs up these findings. The research highlights growing momentum for clean steel technologies like hydrogen-based direct reduced iron (DRI) and electric arc furnaces powered by renewable energy, alternatives that dramatically cut pollution compared to coal-based steelmaking. The study also finds that consumer willingness to pay exceeds the cost of switching, revealing a key opportunity to close the price gap and accelerate the adoption of near-zero-emission steel in the auto sector.

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About Industrious Labs

Industrious Labs is focused on scaling campaigns and building a movement to clean up heavy industry through network and capacity building, research and analysis, and data-driven campaigns.

About Ducker Carlisle

Ducker Carlisle is a global market research, strategy consulting and M&A advisory firm that helps many of the world’s largest companies and private equity firms optimize business performance and accelerate growth across complex markets. Founded in 1961 with offices across North America, Europe and Asia, the firm provides a unique continuum of services to deliver custom, industry-centric solutions enabling clients to maximize business results. For more information, visit Ducker Carlisle I Twitter I LinkedIn

About the Poll

The poll was conducted in March 2025 and included 1,251 participants across the U.S. who currently own or lease a car, or plan to in the next two years.