This is not green marketing, this is about the unintented result of a partly green policy. To boost new car sales, the british government introduced a scrappage scheme that made small fuel-efficient cars available for £2000 less than normal. Customers responded quickly, with the cheapest cars benefiting most. And there, green marketing is one thing, but before that, the best receipt for success has always been to have the right product at the right time. Hyunday sure did. The korean manufacturer became the best selling brand in the U.K. in August, with its small i10, the best selling model.

The i10 is very far from being an exciting car, but the proposition of being cheap to buy and cheap to run, with the prospect of being a good citizen, as shown by the fiscal advantages of owning a car emitting less than 120 g/km of CO2, was hugely effective. The Hyundai i10 sold more than tha Opel/Vauxhall Corsa. The Corsa is the better car. It even comes in versions that are even more fuel efficient than the Hyundai, but the korean is cheaper. That made the trick.

Hey! We’re all in favor of green cars, but to many buyers, pricing still rules.