to cover the extra costs (is the image harmed by the fact that it needs to be subsidised?).
One may compare this case with V-Power fuels of Shell in Europe: first it was positioned as a green product and failed. Later it was positioned as better for the car (with reference to Ferrari) and became a success. Keep in mind V-Power does both: be better for the car and be better for the environment.
Read also the pages on “the Double Filter Model” and the “3 Stakeholders Model“, under General, for further explanation.
Literature: see under tab references 2.0, 2.5 and 2.8.