This article explores the impact of sustainability, green business and green marketing strategies on perceived value for Continental Automotive’s key stakeholders: manufacturers and consumers, viewed from a whole-systems approach to change. It explores how Appreciative Inquiry can be applied to re-shaping Continental’s sustainability, green business and marketing strategies and possibly that of the automotive industry. A practical application would be the implementation of ecologically-sustainable and green business strategies into the automotive Original Equipment (OE) and Aftermarket product and marketing communications portfolios, opening possibilities for research in the business case for sustainability and green marketing in the automotive industry using the AI paradigm.