Times are changing in the automotive industry as customers search for better fuel consumption and more environmentally friendly vehicles with lower emissions. However, as green cars become more mainstream could it mark the end for exclusive green car brands?
It appears that it is no longer viable for companies to designate one of their brands as green because advanced fuel efficient technology is expected across their range.
For example, in 2008, it was rumoured that Toyota would build an entire brand around the Prius. It was expected to function in a similar fashion to the Scion brand with a compact, mid-size and SUV model. However, this plan has now seemingly fallen by the wayside.
In addition, General Motors’ nearest thing to a green brand – Saturn, the brand under which it put out its first hybrids – is falling victim to the company’s restructuring following the global economic crisis.
Tom Stephens, vice-chairman of GM’s global product development, moved quickly to reassure customers that the hybrid technologies would still be used albeit under a different brand. More hybrid parts will be used in the Malibu Hybrid for example – a Chevrolet vehicle – a clear sign that there is consolidation, and with it a united green front, throughout the industry.
