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For years, European automakers (mostly) have used the color blue to identify their eco-friendly vehicles and initiatives, forgoing the green emphasis on this side of the pond. We have Hyundai's Blue-Will, Mercedes' Bluetec and so on. Heck, back in 2007, advertising agency JWT predicted a lingo shift from green to blue in 2008. Green still rules the environmental word world, but blue is making its presence known.

Volkswagen has heavily promoted its Bluemotion brand for the past few years and the company is now starting a "Think Blue" campaign tomorrow to show that, "Environmental protection is the top priority for Volkswagen." Conveniently, VW's logo already contains some blue in it, so if you happen to Think VW when you Think Blue, we're sure VW salespeople won't mind.

Back in the 1960's, VW had a "Think Small" campaign to promote the Beetle, and the company sees this new slogan as an evolution of that successful sales push. VW promises the traditional print and TV ads, as well as "web specials and an e-game for iPhone and iPod Touch." We'll think about that what we want to think, thank you very much.

[Source: VW]

PRESS RELEASE

"Think Blue.": a signal for the environment
Environmental protection is the top priority for Volkswagen

New campaign for efficient driving and environmental awareness
Wolfsburg, 26 February 2010 - Protecting the environment is simple and everyone can help in their everyday lives. This is the message of the new image and marketing campaign called "Think Blue." which the Volkswagen Passenger Cars brand is launching on February 27, 2010. Building on one of the best-known environmental labels in the automobile industry, "BlueMotion", Volkswagen is sending out a new signal for sustainable mobility.

This corporate mindset is underscored by the use of blue as the predominant color in the campaign. The color is already established on the market in the Volkswagen brand logo and through the "BlueMotion" environmental label. Volkswagen is now systematically continuing this tradition in combination with innovative elements.

"Our goal is to establish 'Think Blue.' as an expression of our corporate mindset and a firm feature of the Volkswagen brand's ecologically sustainable activities," Luca de Meo, Head of Marketing at the Volkswagen Passenger Cars brand, explained. "We have deliberately chosen an international slogan because environmental protection knows no national boundaries. The campaign is in line with the Volkswagen brand values: innovative, valuable and responsible," de Meo added.

The new advertising campaign builds a bridge from the past to the future. It takes up the thread of the "Think small" campaign that accompanied the triumphant international success of the Beetle as the people's car in the 1960s. "The 'Think small' slogan symbolizes the Volkswagen brand's achievement in democratizing mobility the world over. The challenge of the future lies in achieving efficient and sustainable mobility for everyone. Volkswagen intends to lead the way. This is expressed by the campaign: 'Think Small' has become 'Think Blue.'" de Meo stated.

The "Think Blue." campaign debuts on February 27, 2010 with print ads. These will be followed by TV spots, brochures, web specials and an e-game for iPhone and iPod Touch. All the measures focus on potential savings, sustainability and environmental awareness
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  • 15 Comments
      • 5 Years Ago
      the german automakers seem to have gotten together and decided that the best way to distract the world from global warming is to introduce the color blue because one color is as good as the other right? and people are actually somewhat stupid enough to buy it. I seem to be more or less the only person on the planet pointing it out..

      those who are not professional liars all use the word green. so why the need for blue..
      • 5 Years Ago
      VW = pollution, greed, innovation. All of these so called innovations to the ICE engine have all been done 60 years ago for the first time the rest is just a clever pull the wool over the public PR campaign.
      • 5 Years Ago
      Soon enough we'll have to compete with China's 'think red'
      • 5 Years Ago
      Agree green is not applicable here. Bluetec, blue-motion all have been diesels and rust particles are not green...
      • 5 Years Ago
      It's nothing to do with "forgoing the green emphasis" in Europe. It's because Norway (I forget which right now) declared that no car could be called "green" in their country. This was because they felt that even though these cars were better for the environment, in no way was driving one of these cars good for the environment, merely less bad than it could be.

      http://green.autoblog.com/2007/09/06/norwegian-ads-cant-say-cars-are-green-environmental-clean-or/

      So the automakers couldn't call their Diesel cars green, so they switched from green, the color of grass to blue, the color of the sky.

      That's it. It's just because of marketing requirements.
      harlanx6
      • 5 Years Ago
      How about just think great handling, outstandingly economical, great performing turbo diesel cars for the real world, because that's what we are going to get.
      • 5 Years Ago
      Reading the comments is realy interessting.
      Everybody is talking about the colour, nobody is realising the target behind Think Blue. Volkswagen is the first company, talking about "blue" Products and sustainable, modern drivingstyle and behavior of there members and costumers. That´s a great idea and campain I think!
        • 5 Years Ago
        Is VW the first one talking about it? That credit goes back already decades ago to Honda and Toyota (and perhaps few other). And doesn't Ford have it too (Ecotec)?

        This is just a marketing name nothing else. Many brands have 'green' line branding nowadays (especially in Europe like Volvo, Ford, Seat, Mazda, ...).
        • 5 Years Ago
        Vw hasn't been a leader in FE in North america because N/A hasn't wanted that. They want mediocre, high power, fast, large vehicles. At least, until the last 2-5 years when N/A woke up and realized the rest of the world is way ahead in conservation especially in fuel. Vw all across europe offers vehicles that are leaders in their prospective catagories in regards to fuel efficiency. What other car manufacturer builds vehicles that get fuel efficiency over 60 US mpg without a hybrid. Answer? very very few. While we may not see those vehicles here in the US yet, and with Domestic automakers quickly getting their game on, the ball is in Vw's court to offer larger, safer, more power and fuel efficient vehicles than their competition. In my opinion VwoA is somewhat behind in this regard, only offering their larger 2.0 TDI as opposed to the 1.6 TDI offered elseware. I think if you really look closely at this company it is pretty blue, and it's really doing it's damnest to become a leader in every one of those categories.
        • 5 Years Ago
        Ecotec is GM, Lucien. Ford (who followed after GM) calls theirs EcoBoost.

        GM created and sold a 2.0L direct injected turbo 4-cylinder in 2005. Ford's applications of "Eco" technology so far has been restricted to putting 360HP engines in family cars. This isn't overly ecological, even less so than GM's 261HP 2.0L turbo 4-cylinder.

        Both companies have stated plans to make smaller, direct-injected turbo 4-cylinder engines which could perhaps be considered ecological. Ford is also rumored to be planning on putting their turbo V6 into an F-150 could be considered somewhat ecological.
        • 5 Years Ago
        that's naive though.
        global warming has been known for 30 years. electric drive has been known for more than 100 years. all the recent improvements in fuel economy are done with things that are obvious. yet VW did none of these things on their own and only when a few environmental fighters managed to inform the sheeple of the world and reach a critical mass of awareness do they start to think reluctantly about doing something about their wasteful products. they are evil. they always were. they still are.
        a plugin series hybrid with a minimal battery range is the easy obvious solution. anyone with a bit of technical insight can see that and certainly the car makers know that too. but they don't want to make them. there are many insane evil people in this world with power. we wont win by fooling ourselves that the automakers mean well because they dont
        • 5 Years Ago
        I'd be pretty pleased at the widespread customer recognition and acceptance that the blue logo has got if I had been part of getting it into a PR campaign.
      • 5 Years Ago
      Am a new owner of the VW M6 Golf GTI, am terribly disappointed. I'd ordered the model from Goh Brothers, Penang, Malaysia and received my car recently in Jan 2010.

      I am currently experiencing gear box issues with this car. I had encountered this problem twice last week (Wed & Thurs). What happened was that in the midst of driving, the safe mode kicked in, as a result the gear did not engage causing the speed of the car to drop, with a terribly strained sound coming from the engine. I could not even engage the reverse gear even when the car was stationary. Had to stop at the side of the road, turn off the engine and restart the car.

      I brought it over to the Service Centre on 27 Feb, for a check up and the mechanic said that their troubleshooting showed that its a sporadic problem hence they cannot escalate the issue to replace the gear box. So i was told to go back and if it happens again bring it back for them to test again. Its extremely dangerous if this happened while i was overtaking another vehicle.

      Clearly the message I got from VW wearnes service centre is that they will only take it seriously if this problem occurs again, i.e. they can test it as a permanent fault in the system or if I get into an accident in this vehicle.

      By the way, my car is less than 3 months old, just had its first 1000 km service on 10th Feb 2010.

      Not recommending anyone to buy this car....I honestly thought it was a to-die-for car. Forget it, despite how great the handling is this car is missing the most important & basic thing, a gear box thats suppose to be key to support its performance!

      I can accept the faulty unit if its due to a gear box problem, worse thing is service centre refuses to fix a this problem. How can this be a driver's issue when its barely 90 days old.

      Question to VW Top Team - Are you intending for the brand to be associated with Toyota & Honda?
      • 5 Years Ago
      Hey, Volkswagen!

      Instead of "Think Blue" (which is meaningless),

      how about: "Think Smaller"?

      regards, jeff zekas,

      I am the former owner of the REAL Volkswagens: 1958 Beetle, 1966 Karmann Ghia, 1968 Westphalia Van, 1970 Squareback.

      PS - Why not build a "real" Volkswagen? That is, build a motorcar that has 4 cylinders, horizontally opposed, motor in the rear, and designed to be owned - and repaired - by a working man! (as opposed to paying a VW mechanic $125 an hour!)
        • 5 Years Ago
        Shhhhh.... that makes too much sense, man.
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