Years ago, automakers had to ask themselves a very difficult question…would the average consumer seek out an environmentally friendly automobile even if it came at a large premium? The industry knew the inevitability of the government, at some point, increasing environmental standards. But in the meantime, was it corporate suicide to be an industry front runner? After all, it would be far more costly to manufacture alternative energy vehicles and if the market was not ready for it, car companies may very well have another Ford Thunderbird - the revamped version on their hands. Which Forbes stated was a halo car that turned into an embarassment. Not pretty for public relations.

Strategically, an alternative energy car could improve the company’s reputation as a moral and forward thinking corporate citizen. But would a better reputation increase sales enough to make an innovational move like this pay off?

All too often, the market is not ready for a necessary shift. Companies that blaze the trail are sometimes eaten alive. For instance, the fully electric car was not only a hard sell but in the end a near flop. The hybrid car was a risky move but a little more palatable to a market that is slow to change. However, consumers have proved that will gladly pay the extra buck to do their part for a greener world.

When I think about the road traveled and the road ahead for car makers (especially when paralleled with an Indian car maker market producing Tata’s new $2500 car that can effortless maneuver into even the smallest parking spot – today’s version of the VW Bug). , I think about how other industries are reacting to changes that would create a more environmentally sensitive product. The LEED certification process is one such subject. Defined in Wikipedia as Leadership in Energy and Environmental Design, the certification is not only a new trend for a greener planet but comes with bragging rights for bolstering corporate image. Although the LEED certification process is more costly than general construction and costs are recouped slowly, corporate initiatives to seek out the certification is definitely a fine example of societal responsibility. But is the market ready to pay the extra buck for a greener, cleaner office? After all, do office tenants really care that their office space gets solar energy or was built with non-toxic glue?

The LEED certification is a new buzzword for us since Marmion Industries (OTCBB: MMIO) recently announced their innovative involvement in LEED certification construction. While not as cutting edge as the electric car, a LEED certification is a niche MMIO has not taken lightly. They are one of the first in their area to be certified and have essentially monopolized the market of clients seeking the new green standards.

According to a recent article in the San Diego Union Tribune, the LEED certification process is a big hit with larger companies. Tenants are not only willing to pay higher rents for LEED certified buildings, they are actually seeking them out.

Marmion Industries has their market cornered and with this buzzword getting more and more play, MMIO stands to be one of the front runners initiating a shift that is necessary and that the market finally seems ready for.