Green with envy F ar from being used just in materialistic terms, the word luxury has taken on new meaning in recent years. Now, the word luxury is increasingly used to convey the perceived quality of life that a product or service provides. In the same way the term " green" has mutated. In the 1980s, the German Eco Movement ( Grüne, Ökologie, Naturkost) was centred on sacrifice, lo- tech and reduced aesthetics. The motto was ' back to nature', in the sense of ' back to the past'. The past was imagined to be simple, clean and true. But as the environmental consideration has become more a necessity than an attitude, our world is adapting to generate products that use technology in smart ways to deliver sustainable solutions. Therefore the term green Francesca Sangalli, Mercedes- Benz Italia The concept of a car being economically friendly as well as luxurious was unheard of just a few years ago. But the future's bright - the future's green!
has become synonymous with hi- tech, healthy, comfortable, elite-aesthetics. In some ways, green is luxury. In this generation, it' s not students and street activists but global luxury consumers who are showing off their eco- luxury awareness as a status symbol. Luxury and ecological values have become united. Green luxury is the logical step for a premium automotive brand such as Mercedes- Benz in this new age. Mercedes- Benz is aiming to achieve a green leadership through the proposition of luxurious environmentally friendly cars that " Green luxury is the logical step for Mercedes- Benz in this new age"