Ford's Impressive Sustainability Strategy
Harvard Business Review
JANUARY 19, 2011
The hybrid Prius was a legitimate business home run (2 million sold), and it helped both differentiate Toyota's brand as the market innovator and propel Toyota to unprecedented profits. Given those science-based plans, Ford is investing in the long-term — the sexy, new EV market that everyone is going after — and rolling out a series of efficiency technologies in the existing, combustion-engine fleet. For years, Toyota has been the darling of the green business world.