Driving the Sustainability Marketing Message Home

Frank was invited to give a speech “Sustainability Marketing in the 21st Century: The Case of the Automotive Industry” for the AutoUni by Volkswagen in Wolfsburg (Germany) on the 14th of April 2011. In the introduction Frank briefly described the main ecological challenges for the automotive industry, namely climate change and peak oil. In the main part he presented our conception of sustainability marketing, and applied the “four Cs” (customer solutions, customer cost, communication, and convenience) to the car industry. When it comes to sustainable mobility, there is a big buzz about electric cars. “The electric car will be the iPhone of the automotive industry” says Robert Metzger, the managing director and organizer of eCarTec, the international fair for electric mobility. It is difficult to imagine, but before the pre-eminence of the internal combustion engine... read more