Nearly a century ago, Henry Ford declared a customer could have a car in any color as long as it was black. Now, carmakers around the world are trying to convince consumers that their lineups come in green. From BMW to Honda, from Chrysler to Volkswagen, the industry is rushing to make vehicles that use less gasoline or don’t rely on it at all.
The push — involving hybrid-electric cars, diesel-powered cars, flexible-fuel models and vehicles that run on hydrogen — is setting off the same kind of competitive frenzy that has always surrounded the development of sports cars and sport-utility vehicles.
But with those models, the emphasis was on power under the hood and profits that flowed to the bottom line.
Now, in a turning point, the companies are portraying themselves as proponents of cleaner, more efficient vehicles, hoping for a dual payoff in sustainability, both for the earth and for them.
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