03 July 2012
Volkswagen is one of the world's most eco-friendly brands. This is the result of the global sustainability ranking ‘Best Global Green Brands 2012’. Among the front-running brands, Volkswagen climbed from sixth to fourth place, making it the most environmentally compatible German automaker as well as Germany's ‘greenest’ company. The rankings of the Interbrand consultancy, which also publishes the renowned Best Global Brands Report, have appeared annually since 2011. Interbrand analyses the efforts of leading brands in the fields of environmental protection and sustainability as well as the perception of ‘green’ activities by a total of more than 10,000 consumers in the world's 10 major industrialised countries. In 2012, Volkswagen moved up two places in the rankings on the basis of performance data analysed by consultants Deloitte using 82 criteria, as well as consumers' assessment of the credibility of ‘green’ measures. In fourth place, Volkswagen is the highest-ranking German automaker as well as the highest-placed German company. Luca de Meo, Head of Group Marketing and Head of Marketing, Volkswagen Passenger Cars said: ‘This is a very good result for us. The improvement compared with the previous year shows that we are on the right track. We will continue to pool all the environmental sustainability efforts of the brand under the ‘Think Blue.’ umbrella. We are committed to achieving the Group objective of becoming the world's most sustainable automaker by 2018.’ In comparison with some of its competitors, Volkswagen also has the edge in reality. The study shows that the brand is already greener than consumers' perceptions on the basis of specific performance data. Interbrand explains the improved result of Volkswagen by stating that the brand is oriented towards the ‘ambitious’ Group goal of becoming the world's most sustainable automobile company by 2018. The study states that this goal is being ‘constantly substantiated’ and has ‘measurable proof points’.