Fleet News

HPI welcomes launch of low carbon advertising guidance

HPI is reminding dealers that its CO2 Certificate, which comes free with an HPI Check, complies with new best practice principles regarding the marketing of ‘green’ vehicles.

Launched by the Low Carbon Vehicle Partnership (LowCVP), the Society of Motor Manufacturers and Traders (SMMT) and the Incorporated Society of British Advertisers (ISBA), the guidance has been created to ensure dealers adequately guide buyers on environmental claims used in advertising vehicles.

It applies to all areas of marketing and call for clear, honest communications, giving consumers easy access to the information they need to make informed decisions. It covers advertising imagery, comparisons, claims and wording regarding low carbon vehicles and aims to encourage best practice across the industry.

“As the motor industry brings consumers a greater range of low carbon vehicles, it is important to offer a clear labelling system to help buyers navigate the wealth of choices on the market,” says Daniel Burgess, automotive director for HPI. “This is why HPI created its CO2 Certificate, helping dealers to ensure motorists continue to make greener and more cost-effective choices when purchasing a used vehicle.”

New consumer research issued by the LowCVP also highlights the growing importance car buyers are placing upon clear fuel economy advice, already included on the HPI CO2 certificate.

The HPI CO2 Certificate highlights the level of CO2 emissions a vehicle creates, using the industry standard CO2 emissions rating chart – reflecting those already being displayed on new vehicles. Dealers keen to remain compliant can conduct an HPI Check safe in the knowledge that their customers will have access to the right level of information, regarding carbon emissions.

Updated to the latest LowCVP recommendations, earlier this year, the HPI Certificate encompasses a vehicle’s estimated fuel cost over 12,000 miles, Vehicle Excise Duty (VED) banding relating to CO2 emissions and the all important MPG figures. Data is based upon manufacturer new model notification and may vary between vehicles, depending upon options fitted.

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