Ford is expected to update its advertising campaigns in New Zealand to highlight its most recent success – being named No. 1 ‘green’ brand in the world, taking the top spot away from arch-rival Toyota.
“Being ranked No. 1 on Interbrand’s 2014 list will assure our customers here in New Zealand that their Ford has been built in an environmentally responsible and sustainable manner,” said Ford NZ communication and government affairs manager Tom Clancy.
Ford headed the 2014 list of the 50 best global green brands, ahead of second-placed Toyota, third-placed Honda and fourth-placed Nissan. Household consumer product names Panasonic, Nokia, Sony and Adidas were fifth, sixth, seventh and eighth respectively. Other carmakers in the top 50 were BMW (13), Volkswagen Group (16), Mercedes-Benz (24), Chevrolet (32), Kia (35), and Hyundai (40).
The list is published by Fortune magazine in conjunction with the consulting firm Deloitte and Interbrand, the world’s largest branding consultancy. The list was first created in 2011. This year’s nominees were drawn from Interbrand’s annual Best Global Brands report, which ranks the world’s 100 most valuable brands.
The 50 companies on Best Global Green Brands list were ranked in two ways: on the strength of their sustainability initiatives and on how the public perceives those efforts. “It’s great recognition of Ford’s forward-thinking approach to environmentally responsible and sustainable manufacturing, including water use and waste reduction,” said Clancy.
The report cited a number of Ford initiatives, including improving its global energy efficiency by 6.4 per cent; its production-related C02 emissions by 47 per cent; and the use of Ecoboost engines in 90 per cent of its vehicles for a 20 per cent reduction in fuel economy. Ford’s 1.0-litre Ecoboost engine has won the International Engine of the Year for 2014. It also won in 2012 and 2013.
The list includes 22 US companies, 7 Japanese companies, 5 German companies and 3 French companies. Nissan is the big improver. While Ford, Toyota and Honda have been among the top 10 in the past three years, Nissan has moved from being rated 21 in 2012 to fifth in 2013 and fourth this year.
The Interbrand survey cited Nissan’s leadership in electric vehicles, ambitious EV infrastructure plan and its support for the sustainability goals of governments. “More and more people want to buy products from brands that come from organisations they trust and believe in,” said Roel De Vries, Nissan corporate vice president for global marketing, brand and communications.
“Best Green Global Brands is a reflection of everything that we as a brand do to make the world a better place. That we are recognised this year as among the best is a confirmation we are on the right path.”