2. What impact, if any, will going green have on brand loyalty?

Discuss the Honda brand as well as the Schofield Honda brand.

Honda has always enjoyed a reputation as being a fuel-efficient economical brand. As early as 1974, Honda has been changing the way we look at cars with the low-emission/fuel-efficient Civic CVCC.

In the years since, Honda’s commitment to the environment has spawned a line of Good, Better, Best, and Ultimate vehicles. Regular gas cars are Good, with about 30 mpg; hybrids are Better at about 45 mpg; and their Best solution is a natural gas-powered Civic GX that gets about 220 miles to a tank. Honda has Ultimate solutions in the works, including the new Honda FCX Clarity, a hydrogen fuel cell car in which hydrogen reacts with oxygen, both renewable resources, to create electricity. The only emissions you get are a little steam. You can buy the natural gas Civic GX and Clarity today, but neither vehicle is practical for the average driver because the fueling stations are hard to come by.