A Top Gear Show Candidate? Ford Goes Green

The newest and biggest exhibitor at the 2010 Green Festival in Washington, DC was the *Ford Motor Company, which was touting a new line of electric and hybrid vehicles. Listed as one of three corporate sponsors in the show book, Ford had a prominent spot at the entryway to the exhibit room where it had its own pavilion.

In space sufficient for two dozen booths, it displayed its latest energy-saving cars, including three hybrids and an all-electric version still in the pre-production stage. In the middle were six food bins, with everything from coconut to sugar beets. Signs described where these biodegradable substances were used in Ford cars. Ford called this its "Sustainable Materials Strategy."

Around the pavilion, women prepared and passed out free snacks while men talked about Ford’s efforts "to green the auto industry" to whomever wandered through. Outside the convention center, several young men rode shot-gun on test-drives of the vehicles currently under production by anyone with a valid driver license. Ford’s Director of Sustainability and Environmental Policy, John Viera, was a featured speaker on the Green Lifestyles Stage.

Electric cars were popular at the beginning of the 20th Century but soon lost out to the internal combustion engine. Efforts to bring them back because they are easier on the environment have been thwarted by concerns for cost and convenience. The high price of gasoline and the development of cheaper batteries as much as green thinking is renewing interest in the electric car.

Ford representatives said they were invited to be part of this year’s festival. We couldn’t find anyone in charge of the festival who could tell us why Ford was sought out other than the official one in the show book. There it says that the three corporate sponsors "are moving towards social and environmental responsibility. Businesses can participate only after passing a rigorous review process and demonstrating they have made significant social and environmental commitments and innovation in their particular areas of business."

The Ford exhibit stood out at a festival that was lacking many of its usual exhibitors. This is the smallest festival of the seven that have been held in Washington, DC. It appears that the recession, which was officially over in June 2009, has finally hit the green industry. Ford, however, is prospering by catering to the newest trends. Back in 1909 Henry Ford said that a customer could get his Model T in any color, so long as it was black. In 2010 the customer can choose green.

*Editor's Note: Ford reported third quarter net income of $1.7 billion, or 43 cents per share, a $690 million improvement from third quarter 2009. Pre-tax operating profit totaled $2.1 billion, or 48 cents per share, a $1.1 billion improvement from third quarter 2009.

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A Top Gear Show Candidate? Ford Goes Green

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