Best Global Green Brands 2011

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Top Ten Green Brands & Scores

1 Toyota 64.19
2 3M 63.33
3 Siemens 63.08
4 Johnson & Johnson 59.41
5 HP 59.41
6 VW 58.90
7 Honda 58.90
8 Dell 58.81
9 Cisco 57.66
10 Panasonic 57.32

View All Top 50 Brands

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Best Global Brands

Best Global Brands is our annual study of the world’s most valuable brands.

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Steve S. YangSteve S. Yang

President and CEO of the Hyundai Motor Company

Can you talk a little about the green initiatives Hyundai has planned for the year ahead?

Since Hyundai announced the idea and policy of a global eco-friendly corporate philosophy in 2003, we have executed a green management strategy throughout the corporate value chain. We have worked to minimize the impact on the environment throughout the whole process – from production to usage and disposal. In particular, the Blue Drive initiative continues to limit environmental impact when it comes to usage. In the short term, Blue Drive aims to raise the fuel efficiency of an internal combustion engine. As a long-term initiative, it realizes a dream of pollution-free cars by developing transport fuel, hybrid electric cars, and hydrogen fuel-cell cars. 

When it comes to developing pollution-free cars, we successfully launched the Avante LPi Hybrid for the domestic market in 2009 and the Sonata Hybrid, the second hybrid version for the domestic market. It launched in the U.S. market in the first half of 2011. As for electric cars, we’re running a test trial of Korea’s first high-speed electric car, the “Blue-on.” And we’re also planning to distribute hydrogen fuel-cell cars to domestic and overseas markets on a trial basis to establish the ground for commercial use. Hyundai will continue to produce more environmentally safe vehicles by improving the fuel efficiency and reducing CO2 emission through the Blue Drive initiative.

Have your green effort saved your business money? Where have you seen the most pay off?

Greenhouse gas reduction activities throughout our businesses sites have had a positive impact on reducing energy costs. However, more importantly, our efforts are creating economic value by enabling higher fuel efficiency. This cuts down customers’ operating cost and reduces the CO2 emission from cars. This also increases customers’ loyalty to Hyundai and plays an important role in lifting our brand value. This is the biggest reward of our green management efforts.

What are some of the exciting innovations we can expect to see from Hyundai in the next year? Where do you see the brand going next?

Hyundai is innovating its use of technology to develop an eco-friendly car that is equally competent in terms of fuel efficiency, performance, and price. The Sonata Hybrid, which launched in 2011, is evidence of our efforts. The “Direct Drive Hybrid” system applied to Sonata Hybrid is Hyundai’s unique hard type hybrid system, and it is different from that of our competitors in that we use a parallel hybrid system, while competitors use a complex hybrid system. This system enables a higher level of fuel efficiency and power than those of competitors despite its smaller motor size and simple system composition, which makes it more price-competitive. Moreover, it provides drivers with a powerful feeling because the engine’s driving power is directly delivered to the wheels. We will continue to introduce innovations like the Sonata Hybrid to create completely new values and provide them to customers. This is Hyundai’s ideal brand identity. We seek to become the value-adding brand beyond just a car manufacturer.


BIOGRAPHY

Steve S. Yang became President and CEO of the Hyundai Motor Company in 2009. Prior to joining Hyundai Motor Company, he was the President of Hyundai Glovis, Hyundai Dymos, and Hyundai Steel. He also has experience working in regional offices of Hyundai Motor Company such as those in India, China, Turkey, and Poland. He holds a BA in business administration from Seoul National University.