Michael Liebreich at Bloomberg New Energy Finance describes renewable energy investments some oil and gas companies are making, which he calls the “Vicar of Bray”. I don’t quite get the reason for that name.

Under the first strategy – which we could call the Vicar of Bray  – oil and gas companies attempt to maintain leadership of the commanding heights of the energy industry as it shifts away from fossil fuels to clean energy, through a perfectly-timed and elegantly-executed redirection of capital and human capacity.

Early attempts at the Vicar of Bray include BP’s famous “Beyond Petroleum” rebranding under Lord Browne in 2000 – which was followed by the investment of $8 billion in clean energy, some of which was later written off. Similarly, Shell tried to gain a leadership position in the nascent solar sector by buying Siemens Solar in 2002; six years later it sold the sub-scale and failing operation. David Crane, former CEO of NRG, famously failed in his attempt to turn it into a clean energy company.

Today, it looks like all the major European oil companies are planning on some variant of Vicar of Bray. Shell (disclosure: whose New Energies Advisory Board I recently joined) has announced its intention to invest $2 billion per year in its New Energies division until 2020, out of its total capital spending of $25-30 billion; BP is investing a more modest $0.5 billion out of its $15 billion capex budget. French oil giant Total has committed to 20 percent low-carbon businesses within 20 years (although this includes mid-stream and down-stream gas). Statoil has been investing in floating offshore wind as well as carbon capture and sequestration, and this year announced its relaunch as Equinor, removing “oil” from its name, if not from its cash flows.