Environmental Image Survey Finds No Clear Leader Among Automakers
1 October 1998
Environmental Image Survey Finds No Clear Leader Yet Among Automakers; Honda, Toyota, Ford and GM Top Perception Lists, but "Green Image" Race Is Wide Open
BRUSSELS, Belgium--Oct. 1, 1998--A new survey of U.S. environmental leaders and air-quality experts conducted by the CALSTART advanced-transportation organization has found that no world automaker is yet perceived as the clear leader on environmental issues, despite significant efforts among many companies to stake claim to that title.
The preliminary survey results -- which measure a "green index" of how automakers are perceived -- also found that building electric vehicles is strongly viewed as demonstrating an automaker's environmental ethic.
In addition, several smaller companies -- such as Unique Mobility, PIVCO and Solectria -- are starting to make a name for themselves by seriously developing and starting to sell electric vehicles and components.
"This survey has got to be eye-opening to automakers who are trying to position themselves as environmental leaders," said Michael J. Gage, president and chief executive officer of California-based CALSTART. "It shows that actions are speaking far louder than words with those people who track automaker actions in the environment: leaders of environmental groups and air-quality experts."
The targeted survey, conducted this past summer, posed several questions about how different actions, such as developing and building electric vehicles, were perceived, and which automakers were showing a real commitment to environmental issues.
Among its findings to date, the survey found:
-- 85 percent of those surveyed agreed or strongly agreed that
internal-combustion-engine vehicles are the principal sources of
air pollution;
-- 97 percent agreed or strongly agreed that using electric vehicles
would significantly reduce air pollution;
-- 47 percent agreed or strongly agreed that automakers that build
electric vehicles were demonstrating their environmental ethic,
though 41 percent had no opinion;
-- Offering electric vehicles in the market was perceived as the
best way to show environmental consciousness, closely followed by
investments in research and development and supporting new
recharging infrastructure.
On the issue of which automakers were perceived as most environmentally conscious, Ford, Honda, Toyota, General Motors, Volvo and Mercedes-Benz made the list. When then asked to choose one automaker's position in the industry to use as an example of environmental leadership for other automakers to follow, 20 percent of respondents chose Honda, which topped the list of car makers.
However, of those who did not name Honda, twice as many respondents said either that there was no clear leader (6 percent) or that they had no opinion (34 percent). Ford, Toyota and General Motors followed on the list.
Gage added: "With global-warming concerns coupled with urban congestion and pollution, much of it caused by automobiles, automakers are looking for ways to set themselves apart on environmental issues.
"This survey shows some early leaders in that effort, but no clear winner yet. It also shows the field is ripe for a strong company to take decisive, real actions in electric vehicles and other environmental activities and reap the image rewards."
CALSTART is a California-based advanced-transportation organization that focuses on developing new, clean technologies and solutions in transportation. Working with private partners worldwide, CALSTART provides technology development and demonstration, industry analysis and fleet implementation services.