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Manufacturers of competitive suede seat materials are sued in an Italian court for the right to market their products as environmentally sustainable products.

The world of car colors, decorations, and materials is a beautiful and elegant world; it is rarely associated with corporate drama. But don't be fooled. Behind the scenes, competition can be as cruel and ruthless as any other industry. For example: Alcantara, one of the top players in automotive interior materials, has taken Dinamica's manufacturer Miko to court on the grounds that it allegedly misleading advertising statements. Both companies produce a suede fabric that is used as interior trim in many high-end cars, often as a substitute for leather. Now Alcantara has won a huge victory in court, which means that Miko can no longer claim the "green" advantage in its advertising.

This drama is related to the environmental protection of these two materials, which may be a key topic for automakers, as these man-made materials are increasingly being touted as more sustainable alternatives to traditional leather. Miko claims that Dinamica is "environmentally friendly" and a "natural choice". The court stated that perhaps what disgusted Alcantara most was that Miko also promoted its product as "the first and only microfiber that guarantees ecological sustainability throughout the production cycle." This led Alcantara to file a lawsuit, and now the Italian Gorizia court has ruled in favor of the company.

Alcantara is one of the most luxurious materials in car interiors, developed in the early 1970s. Similar to the characteristics of suede, it is a symbol of high-end and luxury cars of manufacturers such as Lancia and Maserati, and it has gradually penetrated into many other brands such as Alfa Romeo and Porsche. It is particularly suitable for sports cars because it gives the surface of the seat and steering wheel a grip. Porsche’s Andreas Preuninger told Car and Driver in 2017 that he likes these things; so do many others. Over the years, the brand’s success has attracted competitors including Miko. The company began producing Dinamica materials in 1997 and currently provides interiors for Land Rover Defender V8 and Volkswagen ID.4 (pictured below).

Both are synthetic. The website of Miko product Dinamica describes this material as "a superfine fiber similar to suede, obtained through an innovative process of recycling polyester." It is achieved by immersing the fabric in "water-based polyurethane that does not use organic solvents." "Bath". Alcantara is also very concerned about its environmental friendliness, and even publishes a sustainability report every year. The Italian court’s ruling stated that Miko incorrectly advertised its product as a “green” option and claimed that it was 100% recyclable, a goal that the company has not yet achieved.

The court found that Miko’s advertisement may have an adverse effect on the sales of the old company, and stated in the ruling: “It is likely that it will not affect the consumer’s choice of the car he or she will buy, but it can certainly guide the choice of materials for Interiors, thus benefiting Miko.” The Italian court’s decision was a huge blow to Dinamica: the company not only had to immediately stop the “green” claim, it also needed to correct it in the Italian and international media, and the court The verdict is placed on the homepage of its website, where you can now enjoy it.