Land Rover is offering to offset the buyer's carbon emissions for the first 45,000 miles.
By paying money to Climate Care consumers can help promote energy saving projects in developing countries. These projects include installing clean energy systems to communities that otherwise may never enjoy the benefit of a coal or nuclear power station.
This financial act then offsets your guilt for purchasing a heavy polluting vehicle in the first world. And you, the consumer can feel less bad.
Or smug - which is our experience. Which is why we don't like the scheme. Because somehow the conscience factor is lost in the current hype of carbon offsetting.
Maybe the executives at Land Rover should visit our friends over at cheatneutral.com
