A concept straight out of James Bond, Mercedes has created their version of the “invisible” car. Now I say “invisible” but really the car has a LED panel attached to one side and a camera mounted on the other. The camera takes the video and displays it on the screen, making the car appear invisible.
The viral video, which blew up on the internet over the last couple of days, is Mercedes attempt to advertise their new F-Cell vehicle (hydrogen fuel cell) which they are deeming as a zero emission vehicle which is “invisible to the environment”. In class we talked about how although some vehicles may be low in emissions, however producing the vehicle may not be low emissions. I guarantee that Mercedes, a division of german car manufacturer Daimler AG, is far from sustainable and that there production is definitely not ”invisible to the environment”. This campaign is just another attempt for a big car manufacturer to jump on the sustainability wagon and hope that it drives overall sales as well as improves the companies image. Well Daimler, this consumer is not convinced. I am not saying that it is bad to promote fuel cell technologies, I just think that if your company is harming the environment more than it is helping it, you shouldn’t be allowed to position on sustainability.
