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Green Branding Strategies in the Global Auto Industry: Key Drivers, Current Status and Future Prospects


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.

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.

Chapters include:

- Executive summary
- Introduction and report outline
- Drivers for change: why green branding matters
- Green branding strategies
- The future of green branding


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

LIST OF FIGURES & TABLES
Table 2.1: Global fuel economy and greenhouse gas emissions regimes
Table 2.2: Actual and projected greenhouse gas emissions for new passenger vehicles by country; 2002, 2008 and 2014
(CO2 equivalent converted to EU NEDC test cycle; g/km)
Table 2.3: Japanese fuel economy targets for 2015: light-duty passenger cars
Table 2.4: Green rating systems: the key examples
Figure 3.1: The green branding analysis framework
Table 3.1: Summary of green branding strategies
Figure 3.2: The BMW EfficientDynamics concept as applied to the X5
Figure 3.3: BlueEFFICIENCY measures by Mercedes-Benz
Table 3.2: The Mercedes-Benz BlueEFFICIENCY model range: mid-2008
Table 3.3: The constituent technologies of the e-Terrain Technology Concept
Figure 4.1: The T.25 in comparison with existing models


Companies Mentioned - Antro Solo - BMW - Fisker Automotive Karma - Ford - Gordon Murray T.25 - Land Rover - Lotus Eco Elise - Mercedes-Benz / - Opel - Renault - Tesla Roadster - Toyota - Vauxhall - Volvo - VW


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