This paper explores how automotive firms positioned their portfolio since the introduction of energy labels for cars. Using data on product characteristics of automobiles offered on the Dutch market over the period 2001-2010, we analyse how car manufacturers' product portfolios have changed. Portfolio changes by the top 15 car manufacturers in the Netherlands are analysed. Though the analysis shows that manufacturers move in a similar direction towards a portfolio with cleaner vehicles, the different manufacturers have chosen very different portfolio management strategies. In particular the manufacturers that followed a portfolio strategy of relatively large propulsion efficiency improvements without large weight changes increased their sales numbers compared to other car manufacturers. Manufacturers lagging behind with CO 2 emission reduction performed weak in terms of sales.