The automotive industry has been better days. Many auto companies are now facing declining revenues and negative profits. Additionally, because of its primary dependence on products that consume petroleum, the auto industry has a big environmental black eye, especially companies that primarily make gas-guzzling trucks and SUVs.
During the past few years, however, Land Rover has experienced tremendous growth in revenues and profits, It is currently selling more vehicles than ever worldwide. How is this possible for a company that only sells SUVs? One of the biggest reasons is Land Rover’s strategic focus on social responsibility and environmentalism. Land Rover believes that it can meet consumer needs for luxury all-terrain vehicles while at the same time providing a vehicle that is kinder to the environment. As a corporation, it is also working feverishly to reduce its carbon emission, reduce waste, and reduce water consumption and pollution. With actions like this, Land Rover is successfully repositioning its brand away from the standard perceptions of SUVs as environmental enemies.
After viewing the video featuring Land Rover, answer the following question about the company’s efforts toward social responsibility:
1. Make a list of social criticisms of the automotive industry. Discuss all of the ways that Land Rover is combating those criticisms.
2. By the textbook’s definition, does Land Rover practice’ sustainable marketing?
3. Do you believe that Land Rover is sincere in its efforts to be environmentally friendly? Is it even possible for a large SUV to be environmentally friendly? Present support for both sides of these arguments.
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