Cars must have right credentials
The Times, June 2007
It’s not just what you’ve got, it’s what you make of it. For some industries, social and environmental issues are lurking, representing either a potential threat, if the spotlight moves on to them, or a massive opportunity for leadership and innovation. Think financial services or publishing.
For other industries, social and environmental issues are staring them in the face and demanding action. Enter the car industry. People do love their cars, and more people (31 per cent) would still choose a fuel-efficient petrol car over any other type. Cars have always been prime conduits of status and image. Consumers use them to say something about themselves. And, increasingly, one of the things that they want to project is evidence of a thriving environmental conscience. Sixty-one per cent believe that 4x4s should be assessed for more tax than other vehicles.
While the environmental credentials of a car are important, just as important (if not more so) is the extent to which it is recognised as an “eco” choice. If you really wanted to make a difference to the environment, you would simply buy a smaller car. The Volkswagen Polo has a lower carbon output per kilometre than the Toyota Prius, yet Toyota is thought to be doing the most to minimise the environmental impact of driving, with almost a quarter of Concerned Consumers voting it as such.
So consumers everywhere have flocked to the Prius.
Its success is as much a testament to its marketing prowess as it is to its environmental
impact. You have to get your product right, but don’t throw your marketing nous
out the window.
Giles Gibbons is the managing director of Good Business www.goodbusiness.co.uk
