Land Rover pushes green credentials in press ads

Mon, 28 Jan 2008

Land Rover has run a series of full-page press ads outlining its green credentials. It comes just months after it revealed it would make sustainability a cornerstone of its marketing plans.

The ads explain the four different areas that the company is concentrating on to reduce its impact on the environment. They are developing environmentally friendly technology, sustainable manufacturing practices, offsetting new vehicles' carbon emissions and donations to conservation and humanitarian projects.

Last year, Land Rover announced a shake-up of its marketing function, with brand communications director Julian Whitehead handed the role of director of sustainability and corporate social responsibility (MW August 16).

He describes his role as being about "about developing strategies that enable us to meet the environmental challenge. It's also about making sure our marketing messages are appropriate to the way the market is moving."

The brand, which only manufacturers 4x4 vehicles has drawn criticism from green groups despite its increased focus on CSR.

It has also been revealed that Land Rover is considering launching a battery-powered version of its compact Freelander 4x4 that will be 30% more economical than the present model.

Tata, the Indian conglomerate, has emerged as the front-runner in the £1bn race to buy Land Rover and sister brand Jaguar from current owner, Ford.