This article examines rhetorical aspects of corporate identity management practiced by corporations in many parts of the world as a consequence of the ongoing institutionalization of climate change. Through a case study, we analyze the rhetoric produced by car producers in Denmark (the three best selling brands in 2009: Peugeot, Ford, and Toyota) to identify themselves vis-à-vis external key stakeholders. The article is based on theories stemming from neoinstitutional organizational studies, especially the Scandinavian research tradition, where organizations are active “translators” that adopt new rules, norms, and ideas in accordance with their local organizational contexts. We ask what kind of impact the new external organizational rhetoric may have on the organizations concerned and on society at large: Do organizations, in the course of time, become what they claim to be?
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