Mitsubishi 1999 Annual Report Download - page 16

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MMC is keenly aware of its civic responsibility to lessen the
impact of its corporate activities on the environment. The
company does not view this as a burden, however, for it is
convinced that leadership in this field will be a major key to
survival in the industry, and to creating value for the share-
holder. Already, the company has forged its place as an in-
dustry leader in the field of fuel-efficiency and engine emis-
sions and has focused its development resources on consoli-
dating and extending that lead, to stay competitive and prof-
itable.
Environment
Environment
14
Urban population densities, traffic congestion, greater understanding of the way in which hu-
man activities impact the environment: these factors are today making the car purchaser
more environmentally aware and sensitive. The days when auto makers sold their products
on the basis of raw performance or luxury specifications alone are over. Motor vehicles, and
cars in particular, have to clear strict emissions standards and be otherwise environmentally
acceptable. These requirements will continue to grow more stringent as the pressures on the
environment increase and as consumers insist on their amelioration.