Fleet News

Volkswagen tops green brand poll

Volkswagen’s BlueMotion and EfficientDynamics by BMW are the two most recognised green brand names in the fleet industry.

Exclusive research by Fleet News of 390 fleet managers and decision-makers revealed that 89% of respondents correctly linked the BlueMotion tag to Volkswagen, with 75% correctly saying EfficientDynamics was a BMW offering.

The survey, carried out online through www.fleetnews.co.uk, gave respondents a list of 12 eco brand names and asked them to match them to the manufacturer behind them.

Volkswagen and BMW were by far the best known brands, with Peugeot’s Blue Lion in third place with 60%.

Completing the top five, Ford’s ECOnetic scored 55% recognition and BioPower by Saab 48%.

Julian Kirk, deputy editor of Fleet News, said: “As the momentum behind green branding grows among the leading car manufacturers, fleets are being exposed to ever-more confusing names of eco vehicles.

“What this survey shows is that the longer a green brand has been on offer, the more well-known it is.

“However, it is intriguing that neither the BlueMotion nor EfficientDynamics titles has any direct mention of ‘green’ or ‘eco’ in its title.”

Among the brands with the lowest awareness scores were Volvo and Hyundai, although both have only recently launched their eco sub-brands.

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