Cultural Intelligence
BMW
Driving Change
Car manufacturers are currently facing some serious challenges. For obvious reasons, it is essential that cars become more fuel efficient, but in general people are not willing to compromise on either performance or economy. We needed to get the realities of this debate out there. Driving Change revealed that BMW’s clean technology programme put it at the forefront of an exciting new period of innovation and creativity not seen since the industrial revolutions of the 18th and 19th centuries.
Our research revealed that most people would only buy a lower-emissions car if it saved them money; that for men experience was more important than cost, image or carbon footprint; that women were twice as likely to prioritise carbon footprint in all areas of lifestyle; and there was overwhelming support for financial incentives to encourage environmentally friendly purchases. The report generated intense media debate with one expert summing things up as ‘BMW’s work means people now appreciate they can choose [lower-emission] cars that aren’t slow, ugly or quirky’.