Sustainability as a growing trend in the 21st century has encompassed almost the entire world economy and thus the automotive industry. As a result of this trend, automotive companies are adapting their strategies and operations to contribute to the realization of the concept of sustainability at the level of the planet Earth. By turning to sustainability, the automotive industry is experiencing perhaps the greatest changes in its history, and it is for this reason that this paper explores the sustainable strategies applied by leading companies. The research took into account the first five brands in the automotive industry according to Interbrand (Toyota, Mercedes-Benz, BMW, Honda and Hyundai) and their sustainability strategies that strive to achieve the goals of sustainable development of the UN, and a comparative analysis was made.

Održivost kao rastući trend u 21. stoljeću obuhvatio je gotovo cijelu svjetsku ekonomiju pa tako i automobilsku industriju. Uslijed tog trenda, automobilske tvrtke prilagođavaju svoje strategije i poslovanje kako bi doprinijele ostvarivanju koncepta održivosti na razini planeta Zemlje. Okretanjem prema održivosti, automobilska industrija doživljava možda i najveće promjene u svojoj povijesti postojanja te se upravo iz tog razloga ovaj rad bavi istraživanjem održivih strategija koje vodeće tvrtke primjenjuju. U istraživanju se razmatraju prvih pet marki automobilske industrije prema Interbrandu (Toyota, Mercedes-Benz, BMW, Honda i Hyundai) i njihove strategije održivosti koje teže ostvarenju ciljeva održivog razvoja UN-a te je napravljena njihova komparativna analiza.