What is true eco?

Ecology, from which the word eco is derived, has the original meaning of the academic　field of study of relationships between life and the environment.

In recent years, as environmental destruction and problems of pollution became apparent, attention has been focused on ecology as the academic field of study which provides solutions to them, from which the word ecology has come to be used to refer to movements and activities to deal with the problems.

Pitfalls of the eco boom

The global warming problem has become widely known, and there is now a global eco boom. Eco cars, eco appliances, eco homes…..it even seems as though there are less things that are not eco than those that are eco in the world.

Then, is it eco as long as one is buying things that have eco in their names? Is it really a good thing to easily throw away existing things and replace them with new things that are more efficient, just because eco is in their names?

The real eco in our, IT Cars Co., Ltd.’s, thinking.

We think that it is in the spirit of “MOTTAINAI”, something that Japanese have always had, which is a mind to long cherish and use things to which one has become attached that can still be fully useful by making repairs.

Referring to the automobile industry, efficient eco cars are dominating the spotlight and there is a fashion to think that the earth’s environment is being served if only one takes to riding in shiny new eco cars.

However, if one is to really care about the earth’s environment, isn’t real eco to properly maintain and repair the beloved car that one now owns and to cherish and ride it for a long time until the end of its intrinsic life?

IT Cars Co., Ltd. will continue to pursue real eco in the future.

And the “Reuse Movement” will be actively pursued by sponsoring the NPO, Friends of the United Nations REUSE Movement, which is promoting the “MOTTAINAI” spirit.