Badvert of the Month: Land Rover
Company: Land Rover
Model: Defender
Location: Tabloid Newspaper
A climate dystopian future
An ad featuring a SUV underwater could not be more appropriate imagery for the climate dystopian future that Range Rover is driving us into. The model advertised emits carbon emissions in the range of 230-283 gram of CO2 per kilometer. This is almost three times as much as the EU target set at 95g CO2/km. Climate scientists predict an increase in sea levels as a result of climate change which would threaten major towns and cities across the globe. Whether conscious or not, Land Rover is here hinting that its gas-guzzling high emissions Defender model will help us fend off climate impacts. This is an example of a company profiting from the crisis it contributed to in the first place. We cannot let Land Rover get away with deciding of the future of our planet for us.
Above & Beyond emissions targets
Land Rover is claiming to be a sustainability champion. For “sustainability week”, the car manufacturing group is listing all key milestones it has achieved for the climate, including creating new electric vehicles and getting carbon neutral certification at its UK development sites. But the crucial climate test for the company is whether they can stop their cars fueling the climate emergency with vehicles whose emissions are so far 'above & beyond' targets for new cars - over three times above the EU limit fixed at 95g of CO2/km.
In March 2019, Jaguar Land Rover recalled 44,000 of its vehicles fitted with a two litre petrol or diesel engine over concerns that they were contributing to excessive CO2 emissions. This isn’t surprising considering that the car manufacturer’s vehicles are all set within the highest range of carbon emissions. A study found Land Rover to be the greatest contributor to CO2 emissions alongside thirteen other leading vehicles manufacturers.
A greenwashing champion
Land Rover is an expert in greenwashing strategies. If only the company was as much invested in phasing out its combustion engines vehicles rather than trumpetting about its sustainability credentials. In 2013, the company was awarded “responsible business of the year” by the organisation Business in the Community (BITC). We can ask, what is responsible about a company that keeps overshooting safe climate targets? Jonathan Garrett, CSR director at Land Rover, lists the company’s efforts in fostering sustainability projects in developing countries through its partnership with the organisation Climate Care. But research shows that carbon offsetting projects are not only damaging for the local communities but they also simply give these big polluters a “get-out-of-jail-free” card to keep doing “business as usual” - as in pumping as much carbon into the atmosphere.
Company Background: Land Rover
Land Rover is a British carmaker specialised in 4x4 vehicles which is part of the Jaguar Land Rover group and a subsidiary of Indian Tata Motors since 2008. Originally, “Land Rover” was referring to the Rover Company series of off-road car models. The car manufacturer specifically designed two models for military use, which have been used by the British and Australian Army as well as the Royal Air Force Mountain Rescue Service.
In 2019, Jaguar Land Rover had suffered a profit loss of £3.6 billions, which prompted the group to plan a 45,000 job cuts to save an estimated £1.25 billion. This is despite having still accrued revenues of an estimated £24.2 billions for the 2019 financial year.