The world of automotive colors and fabrics is a world of beauty and elegance; it is seldom associated with power struggles. But behind the scenes there is sometimes a tough fight. In the summer, the Alcantara company sued its competitor Miko – the manufacturer of Dinamica fabrics. And now won a victory.
Alcantara is one of the most luxurious materials that can be found in automotive interiors. Snuggly, easy to touch, as elegant as it is sporty. The triumphant advance began with expensive furniture and Italian luxury brands such as Lancia and Maserati. Alcantara is now available from many manufacturers, and it is also the name of the manufacturer. It is one of the few suppliers that car brands adorn themselves with instead of hiding it. And over the decades, competitors have grown up – for example Dinamica. Dirty Dinamica promotionsWhile it was previously about luxury and sportiness, microfiber fabrics are increasingly perceived as an environmentally friendly alternative to classic leather. And this is where the disagreements begin. Because Dinamica has presented itself in various media as “the first and only microfiber fabric that is sustainable across the entire production process”. The material was “the natural choice” – in contrast, it was insinuated, to the competition. The campaigns not only put Alcantara on the defensive, according to the competent court in Gorizia, Italy, they also lack substance. They did not fail to have an impact: at various meetings with German premium brands, journalists were told that Alcantara had “problems with sustainability” and would even “leave the industry.” These statements are all the more surprising given that the supplier took care of environmental protection very early on and set an example with a symposium on the subject of “Greenwashing”. Alcantara boss Andrea Boragno says: “Greenwashing stands in the way of ecological transformation, it can distort competition and steer investments that otherwise go into actual sustainability projects in the wrong direction.” An exit from the automotive industry is by no means planned. Now has ordered the Italian court to halt the campaigns, pay the costs of Alcantara and correct the statements in a number of Italian and international media outlets. On top of that, the verdict is at the top of the website dinamicamiko.com. where it can be found in Italian.
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