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Keeping you in-the-know on environmental, social and governance developments

While Germany struggles with EV price increases and the impact on the country’s transportation emission reduction goals, here in the US, the news is better. Financial Times reported this week that Ford announced a price cut on its new Lightning pickup in response to Tesla’s price cuts announced earlier:

“Market leader Tesla sparked a price war when in January it slashed prices for its own vehicles by up to $13,000. Ford responded by cutting prices for its flagship electric SUV, the Mustang Mach-E, only to have Tesla then discount its Model S and Model X vehicles in March. The companies’ price cuts have, however, contributed to rising sales for both carmakers.”

Rising sales is obviously good news for automakers. It is also good news for the government: transportation emissions reduction goals may be more achievable and subsidies/tax breaks less critical to buyers. Also, if EV uptake in the US rises, that would likely bode well for some corporate climate goals/targets related to transportation emissions.

But part of this story could be a cautionary tale for some companies’ business assumptions: sustainable or “green” products may no longer justify premium pricing. One could argue they never really did – in my opinion, the concept generally proved unsuccessful in the 1990s. Yet I’m hearing about companies building business models on green premium pricing even today. We’ll have to see how that goes.

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The Editor

Lawrence Heim has been practicing in the field of ESG management for almost 40 years. He began his career as a legal assistant in the Environmental Practice of Vinson & Elkins working for a partner who is nationally recognized and an adjunct professor of environmental law at the University of Texas Law School. He moved into technical environmental consulting with ENSR Consulting & Engineering at the height of environmental regulatory development, working across a range of disciplines. He was one… View Profile