Last year, the Honda Formula 1 team unveiled its 2007 challenger and hyped it up as the 'earth car'. Painted with the sattelite image of the world, the car was supposed to be an attempt to increase environmental awareness to the many fans of Formula 1.
Honda's campaign however had mixed reactions. Others saw the move as inspiring since even corporate giants seem to be realizing the importance of sustainable development. Others, on the other hand, saw the campaign as hypocritical: stating that the campaign was nothing more than a marketing strategy to boost Honda's image. For the critics, the Formula 1 "earth car" was still going to burn 50 tons of CO2 during the course of the season: a case of just talking the talk without walking the walk.
But regardless of which side is more accurate, it cannot be denied that there is some form of a green initiative brewing.
Why?
Because the environmental approach is very marketable. With more and more people sharing the sentiments of environmentalists, any campaign that attempts to promote a message of 'preserving the world's natural resources' would get considerable attention: something that every marketer wants.
Motor racing is no exception. The very nature of the sport requires its participants to emit so much pollution. That very image is what could lead to its downfall. The best way to counter that image is by having a 'green initiative' campaign.
Just another Marketing scheme to get people to look the other way?
As a fan of Motor racing, I'd like to think that the sport does have a chance to live up to the call towards sustainable development. And personally, I think it's possible. Here's why: more and more car manufactures are coming out with more economical 'eco-friendly cars' for the public to buy. The name of the game is about improving MPG, minimizing greenhouse gas emissions, compatibility with bio-fuels etc.
Although it's true that not everyone buys into the threat of 'Global Warming', improving MPG as well as having access to alternative fuels are easier on the pocket in the long run. In a monetary point-of-view, it still becomes more practical for a consumer. Going "green" therefore still has incentives for any car buyer.
In a world where times are difficult, people would want to be more practical and economical. "Green initiative" marketing strategies of auto-makers try to cater that want. If not, a car manufacturer could easily go out of business.
Some of these very car manufacturers also participate in racing events. And in racing events, winning becomes a great tool of advertising. An environmental friendly racing machine winning championships would definitely boost sales for their 'eco-friendly' production cars.
But then again, it's one thing to campaign, it's another thing to act. The Honda 2007 Formula 1 'earth car' was not viewed by its critics as some ground breaking machine that minimized its pollution to an environmentally friendly level.
However, whatever the limitations of the 'earth car' as an eco friendly machine doesn't mean that racing cars will never be environmental friendly.
Considering te media buzz that the "earth car" made, the FIA may just be having plans of rewriting the rule books yet again to force manufacturers to produce more eco-friendly racers.
Some may ask about the feasibility of that happening.
But don't forget that engineers used to think that diesel engines weren't a good option for racing cars. But the Audi R10 had a diesel engine powering it to victory during 2006 24 hours of Le Mans.
And diesel engines are actually more environmental friendly than regular gasoline engines.
Perhaps, it is truly possible for Motor Sport to walk the path of sustainability. And that possibility boils down to the car manufacturers.
Honda's campaign however had mixed reactions. Others saw the move as inspiring since even corporate giants seem to be realizing the importance of sustainable development. Others, on the other hand, saw the campaign as hypocritical: stating that the campaign was nothing more than a marketing strategy to boost Honda's image. For the critics, the Formula 1 "earth car" was still going to burn 50 tons of CO2 during the course of the season: a case of just talking the talk without walking the walk.
But regardless of which side is more accurate, it cannot be denied that there is some form of a green initiative brewing.
Why?
Because the environmental approach is very marketable. With more and more people sharing the sentiments of environmentalists, any campaign that attempts to promote a message of 'preserving the world's natural resources' would get considerable attention: something that every marketer wants.
Motor racing is no exception. The very nature of the sport requires its participants to emit so much pollution. That very image is what could lead to its downfall. The best way to counter that image is by having a 'green initiative' campaign.
Just another Marketing scheme to get people to look the other way?
As a fan of Motor racing, I'd like to think that the sport does have a chance to live up to the call towards sustainable development. And personally, I think it's possible. Here's why: more and more car manufactures are coming out with more economical 'eco-friendly cars' for the public to buy. The name of the game is about improving MPG, minimizing greenhouse gas emissions, compatibility with bio-fuels etc.
Although it's true that not everyone buys into the threat of 'Global Warming', improving MPG as well as having access to alternative fuels are easier on the pocket in the long run. In a monetary point-of-view, it still becomes more practical for a consumer. Going "green" therefore still has incentives for any car buyer.
In a world where times are difficult, people would want to be more practical and economical. "Green initiative" marketing strategies of auto-makers try to cater that want. If not, a car manufacturer could easily go out of business.
Some of these very car manufacturers also participate in racing events. And in racing events, winning becomes a great tool of advertising. An environmental friendly racing machine winning championships would definitely boost sales for their 'eco-friendly' production cars.
But then again, it's one thing to campaign, it's another thing to act. The Honda 2007 Formula 1 'earth car' was not viewed by its critics as some ground breaking machine that minimized its pollution to an environmentally friendly level.
However, whatever the limitations of the 'earth car' as an eco friendly machine doesn't mean that racing cars will never be environmental friendly.
Considering te media buzz that the "earth car" made, the FIA may just be having plans of rewriting the rule books yet again to force manufacturers to produce more eco-friendly racers.
Some may ask about the feasibility of that happening.
But don't forget that engineers used to think that diesel engines weren't a good option for racing cars. But the Audi R10 had a diesel engine powering it to victory during 2006 24 hours of Le Mans.
And diesel engines are actually more environmental friendly than regular gasoline engines.
Perhaps, it is truly possible for Motor Sport to walk the path of sustainability. And that possibility boils down to the car manufacturers.
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