How To Gain Your Power Back. The Toyota Advertising Challange
Key historical players that are crucial to the sustainable growth of the automotive industry are Toyota, Honda, and Volkswagen. With each company estimated worth in the billions they are considered to be in the ranking of the top twelve car companies. However,it’s Toyota who produced the top selling hybrid model in history: the Prius.Toyota has always been a forerunner in the sustainability game within the car industry; it released the Prius 20 years ago, which revolutionized the car industry and brought sustainability within it to the conversation. The Prius “was the world’s first mass-produced petrol-electric hybrid vehicle” (Toyota 2015). The Prius made the possibility of more sustainable cars a reality.
In 2015, the United States Environmental Protection Agency filed a lawsuit against Volkswagen AG for installing a “defeat device” that allowed hundreds of thousands of the company’s vehicles to cheat Clean Air Act emissions standards. Over a year after the company agreed to pay $4.3 billion in penalties, Volkswagen was sued once again for cheating emissions regulations, this time by the German government for around $1.8 billion.
With so much negative press, Volkswagen had to innovate quickly to remain competitive globally and saw electrification as the way forward. In November 2019, Volkswagen CEO Herbert Diess announced that the company is going to invest around <
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino
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