The world of automotive color, trim, and materials is a world of beauty and elegance; it is rarely associated with corporate drama. But don’t be fooled. Behind the scenes, the competition can be just as ruthless as in any other business. Case in point: one of the top players in automotive interior materials, Alcantara, has taken Miko, the maker of Dinamica, to court in Italy over what it said were misleading advertising claims. Both companies make a suedelike fabric that’s found as interior trim in many higher-end vehicles, often as an alternative to leather. Now Alcantara has won a resounding victory in court that means Miko can no longer claim “green” superiority in its advertising.
The drama pertains to the environmental friendliness of both materials, perhaps the key topic for automakers as these artificial materials are increasingly touted as a more sustainable alternative to traditional leather. Miko has claimed that Dinamica is “friendly to the environment” and “the natural choice.” Perhaps most offensive to Alcantara, Miko also advertises its product as “the first and only microfibre that guarantees eco-sustainability throughout the production cycle,” the court said. This led Alcantara to file suit, and now the court of Gorizia, Italy, has ruled in the company’s favor.
For the full story, check out this article from Car And Driver.