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Branding Bad: 10 Eco-Marketing Car Labels That Mean Nothing

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Pretty much every carmaker wants to brand itself green--or at least fuel-efficient.

And toward that end, most of them seem to have created sub-brands for their green technologies, programs, and aspirations.

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Based on conversations with car buyers all over North America, we're convinced that most people have no idea what these brands are, what they mean, or who they belong to.

So, we've created a little test.

Below is an alphabetic list of 10 labels, each created by a different carmaker, that are meant to differentiate their fuel-efficient engines, technologies, and environmental efforts from everyone else's.

First, count up to see how many you've even heard of before. (A few are used overseas more than in the U.S.)

Then, see if you can associate each one with a global carmaker.

  • BlueEfficiency
  • BlueMotion
  • Drive-E
  • EarthDreams
  • EcoBoost
  • EcoTec
  • EfficientDynamics
  • Hybrid Synergy Drive
  • PureDrive
  • SkyActiv

On average, friends we've surveyed recognize maybe two or three of those. Friends in the car world, maybe five or six.

Too tough?

On the next page, we'll list the automakers they're associated with ... see if that helps.


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