Ford Motor Company Recognized as Top Automaker In Global Survey of Environmental Leadership
17 March 2000
Ford Motor Company Recognized as Top Automaker In Global Survey of Environmental Leadership
DEARBORN, Mich., March 16 Ford Motor Company is
perceived as having the best overall environmental image and holds a
leadership position in the industry, according to a new global survey of
opinion leaders.
The Green Index(TM) 2000 Report, published by CALSTART, had Ford Motor
Company holding first place in the industry by a significant margin. CALSTART
is an advanced technologies organization based in California that promotes the
development of new and clean transportation solutions.
The survey measured overall environmental leadership and technology
leadership. It was conducted last year and targeted key opinion leaders in
environmental, transportation, air quality and energy organizations and
agencies.
"We're pleased to see our environmental initiatives and actions paying off
in recognition from opinion leaders around the world, especially given the
complexity of everything that goes into making up an environmental
reputation," said Helen Petrauskas, vice-president, Environmental and Safety
Engineering, Ford Motor Company. "We recognize that a company's environmental
reputation is something that needs to be incorporated into all of our
processes and activities, and something we need to work on every day. Even
with the favorable results from the Green Index, we see ourselves as still
having much to do." Ford Motor Company was selected as the top company for
overall environmental leadership by 33 percent of those respondents selecting
an automaker. Ford was followed by Honda with 21 percent and Toyota with 16
percent. Ford moved into first place from fourth place in last year's Green
Index.
"The results of our Green Index(TM) clearly show that Ford's growing
commitment to environmentally friendly, clean technologies and vehicles is
starting to reap positive image benefits," said Michael J. Gage, president and
CEO of CALSTART. "This environmental commitment -- the new competitive
advantage -- is beginning to set Ford apart from its competitors. We're glad
Ford sees this value as it positions itself to be an early leader."
Ford has been recognized several other times in recent weeks for
environmental performance, including: the selection of the Ford F-150 pickup
truck as a top environmental choice in its class by the American Council for
an Energy Efficient Economy; the Clean Corporate Citizen Award, given to the
company's Romeo Engine Plant from the State of Michigan, marking the first
time an automotive company has had more than one plant selected for the honor;
and the CALSTART annual Blue Sky Award(TM), received earlier this month for
the
company's commitment to advanced, clean vehicle technology.
Note: A news release from CALSTART on the Green Index results follows.
CALSTART's Green Index(TM) 2000 Report Finds Ford Current Automotive Leader
In "Environmental Image"
Custom Research Survey Now Available: Measures Opinion Leader Perceptions
Of Auto Industry Environmental And Technology Leadership
PASADENA, Calif. -- Results of a new global opinion leader survey -- Green
Index(TM) 2000, just released by CALSTART, the advanced transportation
consortium -- show that Ford Motor Company is perceived as the premier
automaker when it comes to environmental image and leadership, followed by
Toyota and Honda.
The report also finds that automakers are beginning to take seriously
environmental issues and their "green image" and leading companies see
competitive advantage in environmental products. This emerging competition on
green issues represents positive news for the environment should it continue.
The Green Index(TM) provides the first tools to track this image and the
reality
behind it.
The Green Index(TM) 2000 Report -- now available for purchase from
CALSTART -- is a custom research survey that tracks opinion leader perceptions
of the
environmental actions, or "Green Image," of world automakers. The survey
measures auto industry image across two "green" dimensions: overall
environmental leadership, and technology leadership. The survey was performed
over the summer and fall of 1999 and targeted key opinion leaders in
environmental, transportation, air quality and energy organizations and
agencies.
"Automakers -- and suppliers -- who are making a commitment to
environmentally beneficial technologies and product development are starting
to reap the image benefits," said Michael J. Gage, president and CEO of
CALSTART. "The Green Index(TM) tracks what is becoming the new high ground
for competitive advantage -- green image. Environmental commitment is setting
companies apart, and you need to know where your customers -- and competitors
-- stand. Companies such as Ford, Toyota and Honda see the value and are
positioning themselves to be the early leaders."
The targeted survey posed several questions about how different actions,
such as developing and building clean fuel vehicles, were perceived, and which
automakers were believed to have a real commitment to environmental issues.
It also measured leadership in key technology areas, and quantified these
responses against several key indicators. Among its findings:
* Ford was perceived as the top company for overall environmental
leadership, chosen by 33% of respondents who selected an automaker, followed
by Honda (21%) and Toyota (16%). Four other organizations were also
recognized.
* However, a remarkable 65% of total respondents also felt there was not
yet a clear environmental leader among automakers.
* Toyota was identified by 70% of respondents as the clear leader in
hybrid
electric vehicle (HEV) technologies; Ford was perceived as the natural gas
vehicle (NGV) technology leader (56%); General Motors topped electric vehicle
(EV) technology leadership (54%); DaimlerChrysler was viewed as the fuel cell
electric vehicle (FCEV) leader (47%).
* Opinion leaders believe (by 94%) building clean fuel vehicles (CFVs) is
critical to air quality improvements, while conventional internal combustion
engine (ICE) vehicles were viewed as a major cause of air pollution (by 81%).
Using this data, the Green Index(TM) also developed a composite
measurement of total green image, combining technology and overall
environmental leadership.
In this final analysis, reported in detail in the study, Ford emerged as the
overall "Green Image" leader, followed by Toyota, Honda, DaimlerChrysler,
General Motors, Ballard Power Systems and Solectria. It is important to note
that size and name recognition alone were not the most important determining
factors. Both Ballard and Solectria were able to reap far greater image
recognition than their size alone would justify because of their success with
such key indicators as marketing commitment, support of top management,
investment in R&D and infrastructure, and advertising of environmental
benefits.
"Green Image is an emerging battleground, and there are some clear early
leaders and laggards," noted Mark Gomez, Green Index(TM) 2000 editor and
principal investigator. "What we found was a valuable snapshot of who is
currently leading the image race, what criteria are being used to judge them
and what strategies and actions are working for them. From this we make
recommendations to green image contenders about how to move ahead."
Adds Gage, "With global warming concerns coupled with urban congestion and
pollution, much of it caused by automobiles, automakers are looking for
environmental solutions. With global competition, they need new ways to set
themselves apart. The environment, as an automotive issue, will be to the
next decade what safety was to the last. This is critical competitive data
for automakers, suppliers and their marketing organizations to learn."
For more information on the complete, 80-page Green Index(TM) 2000 report,
or to purchase a copy or company license, please visit CALSTART's Web site at
http://www.calstart.org/greenindex . Or please call 800-9-START-9 toll free in
the U.S., and 626-744-5600 elsewhere.
CALSTART is a division of WestStart-CALSTART, a non-profit, advanced
transportation technologies consortium that focuses on developing new, clean
technologies and solutions in transportation. A consortium of more than 200
private and public partners worldwide, CALSTART provides industry technology
research & development, market analysis, and fleet implementation services.
Visit our web site at http://www.calstart.org .
