March 26th, 2024, Janice Fernandes
With China's dominance in EV exports and substantial government subsidies, Secretary Janet Yellen emphasized the necessity of supporting local endeavors to bolster the domestic electric vehicle (EV) industry in the US.
Amid this backdrop, insights from YouGov Profiles shed light on consumer perceptions towards the automotive brands they view as environmentally friendly and as leaders in sustainability. The survey compares the viewpoints of 'Planet Protectors'—individuals deeply concerned about environmental issues—with those of the broader American population.
Tesla emerges as a clear frontrunner in the quest for sustainable transportation, resonating strongly with both Planet Protectors and the general population. Renowned for its pioneering role in EV technology, Tesla garners significant recognition, with 24% of Planet Protectors and 23% of all US adults viewing it as a leader in environmental stewardship. This widespread acknowledgment underscores reputation as one of the first globally successful EV companies. Recently, Tesla’s sustainability focus included constructing eco-friendly factories and integrating AI for energy efficiency.
Toyota, a longstanding figure in the automotive industry with its hybrid technology, also earns high marks in terms of sustainability perceptions among Planet Protectors. Over a fifth (22%) of Planet Protectors appear to recognize Toyota's efforts. And while this figure drops to 16% among all US adults, Toyota still ranks second among all other car brands. In Toyota's 2023 North American Environmental Sustainability Report, the brand shows the progress it has made since 2002 in some important and key areas, like carbon and biodiversity, among others.
Outside of Tesla and Toyota, sustainability perceptions somewhat shift when considering other brands. BMW, while esteemed by the broader population for its sustainability initiatives (13%), doesn't resonate as strongly with Planet Protectors. BMW has commitment to reducing CO₂ emissions across its facilities by 2030.
Honda garners notable recognition for its sustainability efforts, particularly among Planet Protectors (14%). Honda Motor Co.'s latest efforts include implementing a recycling initiative, repurposing discarded uniforms into insulation material for Honda and Acura vehicles, showcasing a commitment to eco-conscious practices.
Chevrolet, part of the General Motors group and a stalwart in the American automotive landscape, captures attention for its sustainability efforts, earning recognition from environmentally conscious consumers and the general population alike (11% each). Despite not achieving the same ranking n sustainability as Tesla and Toyota, Chevrolet's commitment to sustainability is evident by initiatives such as reducing the price of the Chevrolet Blazer EV to make it accessible to more people
Ford rounds out the list of top 5 sustainable automakers in the eyes of Planet Protectors at 11%. The American car manufacturer recently won the sustainability award for its clever redesign of the Ford Mustang Mach-E frunk insert.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the United States is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Image: Getty Images