Ford unseats Toyota as greenest brand in the world

Article by Christian A., on June 27, 2014

Toyota, with its Prius hybrid, had been dominating the Best Global Green Brands ranking, until this year when Ford overthrew the Japanese carmaker as the greenest brand in the world. The Best Global Green Brands ranking -- conducted with Deloitte Consulting and published by firm Interbrand-- measures consumer perceptions in markets around the world, complemented by data on how companies operate internally and report their environmental behavior.

Interbrand chief executive Jez Frampton remarked that failed to defend its crown on the 2014 survey mostly due to corporate reasons – like that the Japanese carmaker was not as transparent as in previous years past on non-product issues as water usage, greenhouse gas and business travel.

On the other hand, Ford was able to build up its green reputation partly by communicating better on the environmental activities of its supply chain, Frampton remarked. He told Automotive News in an interview that businesses have realized that green perceptions matter to consumers.

He noted that companies could provide opportunities to consumers to do right by the planet. The survey also includes other companies, but carmakers secured four top spots in the survey. The other auto brands were Honda and Nissan.

Nissan improved from fifth in 2013 to fourth this year, thanks to its effort to sell the all-electric Nissan Leaf in multiple world markets, which has made consumers perceive it as a green brand.

Roel de Vries, Nissan’s global head of marketing, communication and brand strategy, remarked that the brand’s improved performance in the survey partly reflects the growing global awareness of the Leaf.

He noted to Automotive News that Nissan was not even in the top 10 of the survey two years ago. He remarked that he expects Nissan to continue to surge in the ranking.

De Vries noted that the survey provides a service to companies in highlighting the gap between their efforts and the reception of the consumers.

The Best Global Green Brands ranking shows that Ford, Toyota, Honda and Nissan are doing a better effort in being green than what consumers perceives. On the other hand, brands like Apple, General Electric and IKEA are more perceived as green than what they are really doing.

If you liked the article, share on:

Topics: ford, toyota, green car

Comments

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries