Research: Green branding strategies in the global auto industry - key drivers, current status and future prospects
Date published: Tuesday, January 13, 2009
Description
This report examines the green branding strategies of the world's leading vehicle manufacturers and the market and legislative forces that are driving these initiatives. It also discusses the strategic implications of green branding for OEMs and their suppliers, the benefits and risks and also the response to such strategies by consumers, NGOs and other interested parties.
Table of contents:
EXECUTIVE SUMMARY
INTRODUCTION
Rationale for the report
Report structure
DRIVERS FOR CHANGE: WHY GREEN BRANDING MATTERS
The history of green branding in the automotive industry
- GM EV1
- TH!NK mobility
Government, regulation and the market for green cars
- Overview
- Fuel economy
- Congestion charging
Green consumers
The wider sustainability agenda
Environmental rating systems
Economic conditions
Conclusions
GREEN BRANDING STRATEGIES
Introduction
The scope and content of green branding
Green branding in the automotive industry
- BMW EfficientDynamics
- Toyota Hybrid Synergy Drive
- VW BlueMotion
- Ford ECOnetic
- Opel / Vauxhall EcoFlex
- Renault Eco2
- Mercedes-Benz / smart
- Volvo Efficiency
- Land Rover e-terrain technology concept
Conclusions
THE FUTURE OF GREEN BRANDING
Introduction
Future regulatory frameworks
Technology and green branding
- Marketing green performance
The business model and green branding
New entrants and concepts
- Antro Solo
- Gordon Murray T.25
- Fisker Automotive Karma
- Lotus Eco Elise
- Tesla Roadster
The limits to green branding
CONCLUSIONS
Concluding statements
