Green branding strategies in the global auto industry: key drivers, current status and future prospects

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
  • THINK 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