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nu

European Federation for Transport & Environment

What the Ads Dont Tell You: The Hidden Costs of Cars

by Karsten Krause
30 September2004

About T&E
Members in:

Austria Belgium Czech & Slovak Rep Denmark Estonia France Germany Greece Hungary Italy

Netherlands Norway Poland Portugal Romania Slovenia Spain Sweden Switzerland UK

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Outline
Marketing

Influencing Consumer Choice Labelling Needed?

Challenges

Reducing the Impact on Environment and Health Promoting Sustainable Mobility

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Marketing

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Image

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Image

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Reality

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Reality

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Reality

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Reality

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Marketing Inaccuracies

Hidden Costs to Driver and Society Environmental Pollution Health Problems Safety Risks Social Status

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Warning label needed?

SUVs KILL CHILDREN

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Challenges

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Environmental Impact

Air pollution
Climate Change Noise Land-use

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Air Pollution from Road Transport

Forecast for London 2005

Road Transport

Road Transport

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Sustainable Mobility
1.) Traffic Prevention 2.) Modal Shift 3.) Optimisation

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Sustainability and Cars

Vehicles

User

Fuel

Infrastructure
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Sustainability and Cars

Vehicles
User Fuel

Infrastructure
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Trends

Cars are getting bigger and heavier Car engines are getting more powerful

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Trends

Dieselisation

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Marketing of Cars in Europe

Do good things and talk about them

and

Selling a donkey as a racing horse

and

Ignorance of side effects

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Marketing of Cars in Europe

Marketing Expenditure

Expenditure: 1,300,000,000 EU Average: 412 / per car (in 2002) = 0,7% of sales price Rover: VW: 5.300 / car 212 / car

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NGO Demands
Good Products

(1/2)

Fuel Efficient Cars Safe Cars Clean Clean (...)

Promoting Good Use

Safe Driving Green Driving Intermodality (...)

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NGO Demands
Responsible Marketing

(2/2)

Shifting Demand Risk Assessment Information on Full Costs Less emotions (...)

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Conclusions
Marketing should reflect reality PR Inconsistancies create resistance Promote Cars as part of the transport system

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European Federation for Transport & Environment

Thank you

European Federation for Transport & Environment

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T&E is Europes primary NGO campaigning on a Europe wide level for an environmentally responsible approach to transport. info@t-e.nu
Boulevard de Waterloo, 34 | 1000 Brussels Tel.: +32(0)2-502 99 09 | Fax: +32(0)2-502 99 08 | www.t-e.nu