Forget the Environment Say the 'Never Greens'

By Enviralmarketing Staff Jul 17, 2008 12:30:07 PM

via:: BrandWeek

William Coverley has nine cars, including four Porsches, a pickup and a Ferrari. Last week, he bought a 10th—a 2008 GMC Yukon XL—because he needs something to tow his boat. The three-quarter-ton SUV gets a dismal 14 miles per gallon in traffic.

As consumers flee gigantic trucks for environmentally friendly small cars and hybrids, Coverley is an increasingly rare beast: He wants one of the biggest gas-guzzlers that $40,000 can buy. "Do I care that I'm wasting gas? No, I really don't," the Hudson, Ohio, resident said.

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