Do you think Scholfield green marketing campaign will change consumers’ opinions of hybrid and… 1 answer below »

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Think Green, Go Green, Save Green

Not long ago, the phrase hybrid SUV would have seemed an oxymoron. But in just a few short years, fuelefficient hybrids of all shapes and sizes have appeared in showrooms. This new generation of vehicles combines fuelefficient gas engines, natural gas engines, and hydrogen fuel cells. As gas prices soar and concern over the environment grows, consumers will become more and more interested in them.

Enter Lee Lindquist, Alternative Fuels Specialist at Scholfield Honda in Wichita, Kansas. A passionate environmentalist, Lee was researching alternative-fuel vehicles when he learned that Honda had been selling a natural gas Civic GX in New York and California since 1998. Originally marketed to municipalities and corporations as a way of addressing air quality issues, the Civic GX seemed the perfect way for cost-conscious Kansans to combat rising fuel prices. It was also a way to promote local resources, since Kansas is a major producer of natural gas.

Lee took the idea of the Civic GX to his boss, owner Roger Scholfield, who was skeptical of it at first. Scholfield had long promoted the Honda as a fuel-efficient vehicle and didn’t want to muddy the waters with this new vehicle. But eventually he warmed to the idea and began offering the car to his corporate customers.

When the tornado hit Greensburg, the idea of going green took on a whole new life at Scholfield Honda. One of the problems with offering the Civic GX had been the lack of natural gas fueling stations, as well as the high cost of constructing one. Well aware of the media attention surrounding Greensburg, Scholfield decided to donate a natural gas Civic to the town, along with a fueling station.

Scholfield was up-front about the decision to donate the car. The investment was a costly one, and there were many less expensive ways of reaching his customers in Wichita. Scholfield admits he questioned his decision even as he drove into Greensburg for the presentation. But the bottom line was that it was the right thing to do. Today, when customers come into Scholfield dealership, they are more interested in alternative-fuel and high-efficiency vehicles.

If you want to buy a Civic GX from Scholfield Honda today, get in line, because the staff can’t keep them in stock. While you wait, enjoy a nice cup of coffee served in a compostable, corn-based disposable cup. Toss those old soda cans rattling around in your back seat into Scholfield recycling bins. And on your way out, don’t forget to take your complimentary Scholfield Honda reusable green shopping bag and water bottle. Questions After viewing the video, answer the following questions:

1. Do you think Scholfield green marketing campaign will change consumers’ opinions of hybrid and alternative fuel cars?

2. Do you think Scholfield donation of a natural gas Civic to the town of Greensburg will drive business to his dealership in Wichita? Why or why not?

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