BMW's CO2 Emissions Scoreboard Backfires, Drivers Compete to Pollute More
BMW launched a CO2 emissions tool for drivers to monitor efficiency. Users competed to emit more CO2, contradicting the eco-friendly goal. The incident reveals challenges automakers face in promoting sustainability and meeting customer demands.
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BMW introduced a CO2 emissions tool for owners to track their driving efficiency compared to other BMW drivers. The app creates a ranking based on fuel consumption during trips, aiming to reduce greenhouse gas emissions. However, the tool backfired as some drivers started competing to emit more CO2 than others, especially high-performance car owners. This unintended consequence highlights the challenge automakers face in promoting sustainability while catering to different customer preferences. Despite the app's initial goal to encourage eco-friendly driving, it inadvertently sparked a competitive mindset among users. BMW's attempt to engage customers in lowering fleet-wide emissions through a CO2 scoreboard led to unexpected behavior, emphasizing the complexities of balancing environmental goals with consumer interests in the automotive industry.
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4 commentsCurrent messaging: "You emitted more CO2 than X% of other BMW [insert model name here] drivers."
Better messaging: "You emitted less CO2 than X% of other BMW [insert model name here] drivers."
Now you turn the competition factor on its head.
* New BMW thermic cars owners. We are in 2024 folks.
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