“You can have any color Ford you want, as long as it’s black,” Henry Ford is famously credited with saying in the early years of the U.S. automobile industry, when Fords only came in one color.
Why so many color options today? Consumers. Consumers are one of the most powerful drivers of change on the planet. We vote with our wallets, and we vote with our values. And we have the power to make changes far greater than a car’s color.
Yet at the fuel pump, consumers still have no power. We all know our dependence on fossil fuels weakens our economy and security while threatening our environment. We simply feel powerless to address it because there is no true alternate choice.