The automotive industry has seen better days. Many auto companies are now facing declining revenues and negative profits. Additionally, because of its primary dependence on products that consume petroleum, the auto industry has a big environmental black eye, especially companies that primarily make gas-guzzling trucks and SUVs. During the past few years, however, Land Rover has experienced tremendous growth in revenues and profits. It is currently selling more vehicles than ever worldwide. How is this possible for a company that only sells SUVs? One of the biggest reasons is Land Rover’s strategic focus on social responsibility and environmentalism. Land Rover believes that it can meet consumer needs for luxury all-terrain vehicles while at the same time providing a vehicle that is kinder to the environment. As a corporation, it is also working feverishly to reduce its carbon emissions, reduce waste, and reduce water consumption and pollution. With actions like this, Land Rover is successfully repositioning its brand away from the standard perceptions of SUVs as environmental enemies.
After viewing the video featuring Land Rover, answer the following questions about the company’s efforts toward social responsibility: Make a list of social criticisms of the automotive industry. Discuss all of the ways that Land Rover is combating those criticisms.
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