'Green' messages becoming more prominent in European car advertising
Tue 24 July 2007
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The growth in environmental awareness and policy shifts in Europe are promoting a greater emphasis on greener, low CO2 messages in car advertising according to the Wall Street Journal.
The WSJ says that the new emphasis on alternative energy and low carbon-dioxide emissions in car ads for Europe’s top car brands reflects the pressure car makers feel from environmental groups and European Union regulators to tone down the emphasis on power and speed...or, at least, to reconcile those traits with the theme of environmental stewardship.
The article cites various examples of the changed approach:
In Sweden, Saab is running print ads for its bioethanol-powered 9-5 station wagon that focuses on horsepower and alternative fuels. “With power comes responsibility,” read the ads.
In Germany, Audi AG boasts about the “progressive performance” of its cars, noting their use of lightweight materials and more efficient engines to boost fuel economy.
DaimlerChrysler AG is running print ads for Mercedes-Benz sedans that hail its tiny smart for two city car as the industry’s “CO2 champion.”
BMW AG has added a new motto, 'efficient dynamics', and has been running a TV spot in Germany that shows a wind-powered sculpture.
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