Marketing Automotive

Interbrand, the brand consultancy group, surveyed 10.000 consumers worldwide , , asking them to rate major brands based on criteria such as their authenticity, relevance and consistency in the environmental issues.

Toyota, the automaker, led the rankings on 64.2 points, and received a score from consumers which was 7.6 points higher than that yielded by detailed scrutiny of its performance.

Alongside developing eco-friendly cars like the Prius, Toyota has outlined a range of goals from reducing carbon dioxide emissions to supporting afforestation and recycling.

Riki Inuzuka, managing officer of Toyota’s corporate planning and research divisions, suggested this can deliver a variety of advantages.

He said: “We know that profitability is the result of our efforts. Another benefit is that we’ve also succeeded in winning the hearts of customers and society. Through this, we are able to reinvest our earnings in creating ‘ever-better cars,’ and by fostering this virtuous circle, we achieve sustainable growth.”

Honda, another car manufacturer, was near to Toyota with 58.9 points.

Panasonic, the electronics expert, completed the top ten, on 57.3 points.

One trend identified by Interbrand was that many big-name brands seemed to benefit from favourable perceptions simply by virtue of their scale.

“The importance of understanding how a brand behaves and how the marketplace perceives the brand on the measurement of environmental responsibility is paramount,” said Tom Zara, Interbrand’s global practice leader, corporate citizenship.

“Corporations are now looked to act in ways that reduce the sins of the past. They are expected and held accountable to innovate to make the Earth a better place.”

If you want more détails about this Survey, please go to :

http://www.brandchannel.com/home/post/2011/07/26/Japan-Dominates-Best-Global-Green-Brands-2011.aspx

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Canadian Finance Minister Jim Flaherty announced on July 21, 2011, Canada had sold to Fiat for US$ 140 million, from 1.5% stake in Chrysler he had since his rescue in 2009.

Canada will receive 125 million US dollars for its remaining 1. 7 percent ownership stake in Chrysler. This allows Fiat to hold 53.5% stake in Chrysler.

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100 automakers are still operating in China. The key priority set by the Chinese government is consolidation. The government has identified the eight top companies and encourages them to consolidate through mergers and acquisitions. This trend is going to accelerate but is based on each company’s own initiative.

The second trend is that domestic brands are gaining market share and reach between 30 to 35 percent of the total sales. The gap in quality with foreign brands is decreasing quite fast. It is expected that between 2015 and 1018 the quality will be improved in such a way that the gap will be eliminated. If the domestic brands keep their cost advantage while improving quality, their market share will continue to grow.

The third trend is the rise of new energy vehicles. The number of electric vehicles is growing fast. This is the case not only for light-duty vehicles but also for passenger cars. Electric taxis are operating already in big cities. The objective is to reach 5 % electric vehicles by 2015 (roughly 150.000 units).

After having conquered the main cities, the automobiles are now ready to go to third-tier cities. Today, 230 million Chinese families can afford a car and this is still a low car ownership rate (around 50 to 60 cars per 1000 people). But, may be more important, the Chinese car industry will get global and start to sell in the US and Europe.

Pollution in big cities is a main concern. Therefore many efforts will be done to improve the efficiency of the current conventional models. They will have smaller and better engines. Better transmissions and lighter material.

Another important concern is the dependence on imports and the need to buy abroad energy, steel, iron and rubber.

The need for human talent remains High. China has still difficulties in getting really qualified engineering talent as well as management talent. China is trying to do many things, to build many factories, to develop many new products, to have global companies but the shortage of human talent is the biggest problem to overcome. This means that for many years to come partnerships with American and European companies will be the way to success.

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