As Green Steel Revs Up to Change the Auto Industry, Are Carmakers Ready for the Race?

The process is gaining speed in Europe but has its fair share of challenges to address

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The eyes of the car-buying public are usually trained on the flashy new offerings at the New York International Auto Show or, more realistically, on whatever models are on the lot at the nearby dealership. So it’s a good bet that few Americans took note of a virtual event that Volvo Group held in Gothenburg, Sweden, last October.

Never mind that the unveiling was anything but flashy, but the vehicle making its debut wasn’t even a passenger car.




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This story first appeared in the Oct. 24, 2022, issue of Adweek magazine. Click here to subscribe.