Are We Fit for 55? A Corpus-Assisted CDA of Automotive Corporate Communications on the EU Combustion Engine Ban

In 2021, the European Commission introduced the Fit for 55 package, aiming to modify existing EU climate and energy laws, in order to achieve at least a 55% reduction in greenhouse gas emissions by 2030. Due to its substantial environmental impact, the transportation sector became a central focus, particularly through the revision of CO₂ emission performance standards for new passenger cars and light commercial vehicles. Such initiatives aim to support the EU’s climate objectives for 2030 and 2050, improve air quality, enhance energy efficiency, and promote zero-emission technologies. Nevertheless, these measures have encountered significant opposition from automotive manufacturers, industry associations, and several EU member states, including Germany. Within this context, corporate behaviour and communication play a key role in shaping public perceptions of environmental responsibility. This study adopts a Critical Discourse Analysis perspective supported by corpus linguistics to explore how climate change is discursively constructed in the automotive sector. It analyses English-language press releases, reports, and other relevant communications published on the corporate websites of Volkswagen and BMW in relation to the Fit for 55 initiative. By examining keywords, concordances, and paratextual features (such as titles and position within paragraphs), the study identifies recurring discursive patterns, illustrating how business communication may serve ideological functions by aligning representations of climate change with corporate interests. The findings suggest that automakers frame themselves as proactive innovators and problem-solvers, while minimising their contribution to environmental degradation and emphasising technological leadership, commitment, and the need for governmental support.