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Asia leads Europe in terms of the sustainability of its main automotive brands. Half of those that respect the environment the most are Asian, according to the “Media & Auto 2022” report based on data from the first quarter of the year carried out by Onclusive. These are Toyota, Kia, Hyundai, Honda and Nissan. Of these, Toyota is number 1.
In this way, the ‘top 10’ of brands with the most sustainability impacts is completed by Renault, Ford, BMW, Volkswagen and Mercedes. This ranking reveals, instead, important absences such as Peugeot, Citroën, Audi, Seat or Tesla, despite the latter only manufacturing electric models.
The report thus reveals who is leading the race for sustainability in terms of image and media relevance, fundamental for the opportunity to make their sustainable messages penetrate public opinion and, with it, potential buyers.
All this in a context of electrification of the sector, the expiration in 2035 of the sale of gasoline and diesel cars and regulatory changes such as the Climate Change Law, which will entail access, parking and circulation restrictions in 149 Spanish municipalities.
The analysis reveals how the messages linked to projects and not to models have more relevance and prominence. This is, for example, the case of Toyota, which highlights its proposal to recondition used cars to give them a second life before putting them up for sale again. Renault does the same with Refactory, which contributes to the circular economy and responsible consumption. Finally, Ford committed to extending the useful life of used parts and converting them into automotive components.
In addition, the study concludes that, compared to the same period of the previous year, there is a very small increase (barely 0.3 pp) in the media impact on sustainability in the automotive sector, although the same ‘podium’ is repeated.
Specifically, the improvement of the German brands stands out, with BMW at the helm (+50% of content compared to last year), Volkswagen (+18%), supporting its entire new electric range, and Mercedes (+30%). In contrast, although Asian brands are the ones that speak the most about sustainability, they reduce their presence compared to the same period of the previous year, especially Toyota (-27%) and Hyundai (-28%).
Finally, and although they do not appear in the top 10, there are brands such as Mazda, Fiat, Opel and Volvo that practically double their impacts compared to 2021, proof of the work they are doing to reach the top positions.
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