Any colour, as long as it's green
22 May 2007, News release from ecofleet Ltd
It was the great Henry Ford who, on mass production of his Model T motor car, coined the phrase "you can have any colour, as long as it's black".
Well, in the face of climate change and rising fuel costs things have moved on slightly, and a new organisation in the motor industry believes that, regardless of fashion, green is fast becoming the new black. In fact, so convinced are they that this market shift is both needed by society and wanted by drivers, that these are the only vehicles they provide to their customers.
Ecofleet Limited's unique approach is to provide only the one thousand or so vehicles that emit up to 150g/km of CO2 or, to put it another way, those that fall into bands A to C of the Department for Transport's emission-based banding scheme. What's more, Ecofleet offsets every gram of CO2 produced by their customer's vehicles over their finance period through renewable energy, energy efficiency and forest restoration projects.
Joel Williams, Director of Ecofleet, said "We have been delighted by the response we have had from both businesses and individuals wishing to make a simple, ethical change to their choice of vehicle".
Indeed, it is perhaps the simplicity and accessibility of Ecofleet's approach that will allow them to engage with consumers where government subsidies and tax incentives have faltered.
Williams believes "The amount of conflicting research published about the various alternative fuel options and the indecision shown by the government in their support of each approach has understandably confused UK drivers into doing nothing. There is a large section of the population that have waited quite some time to take positive steps in reducing their vehicle emissions; Ecofleet will simply facilitate that change".
Reading through Ecofleet's website, www.ecofleet.co.uk, you begin to understand that this is a business very much of the moment. It seeks to enthuse visitors through tales of reduced tax and increased fuel efficiency, enlighten them to the vast number of vehicles available and ultimately educate them through its online carbon counter that calculates how much CO2 your choice of vehicle will produce over your finance period before Ecofleet goes about offsetting it.
It's not all alternative fuels as you might expect either, every car is commonplace on UK roads already, from the Volkswagen Golf to the Ford Focus and even up to seven seat people carriers.
Williams explains "People are genuinely surprised at how many manufacturers offer models that meet our criteria. As the cleanest car on offer, we would love every car we provide to be a Toyota Prius hybrid but that just isn't realistic as everybody has different tastes, needs and budgets. We understand this and always emphasise the importance of simply taking a step in the right direction, no matter how small".
So, it does beg the question whether Ecofleet has finally stumbled across the correct mix of ethics, choice and desirability that will finally lead mainstream car purchasers to switch to lower emissions.
For more information please email ecofleet Ltd