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Marketing sustainable cars: what might hybrids learn from the myths and storytelling behind the success of SUVs?
Richard Brookes and Richard Starr, ESOMAR, Automotive Conference, Lausanne, March 2008
Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal.
Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices that are optimal for particular individuals. Many of these choices, however, have social and environmental externalities which extend beyond the individual consumer. This paper studies a generalisable question: what leads people to make a purchase decision that may be individually fulfilling, but could be construed by others as harmful in economic, social, environmental, ethical, and/or personal safety terms? It also explores the converse, exploring what leads some people to make a purchase decision that may be construed as beneficial in social, environmental, and/or ethical terms, but not necessarily sensible in individual economic terms? The automotive context offers a useful case study with two very different by successful product classes: the SUV (often criticised as an ‘irresponsible’ choice) and the small hybrid cars such as the Prius (which many praise as a ‘responsible’ purchase).
Positioning of a 'green' technology. How to make a hybrid vehicle relevant for the customer and beneficial for the brand. The New Toyota Prius: A case study
Stephan Thun and Gunther de Jonghe, ESOMAR, Automotive Conference, Lausanne, March 2004
This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.
This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe. The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly different positioning of its new Prius (model 2004) in comparison to its predecessor. The paper demonstrates how Toyota positions the new Prius in a beneficial way for the brand and more relevant to European customers.
Advanced propulsion and alternatively fueled vehicles
Andrew Grant and Scott Miller, ESOMAR, Automotive Conference, Lausanne, March 2002, pp. 119-134
This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously developing more far term technologies, such as hydrogen-based fuel cells.
This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously developing more far term technologies, such as hydrogen-based fuel cells. Data supporting the conclusions are drawn from a nine-country consumer study fielded in 2001.
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