Marketing clean cars: 3 strategies

All mainstream car manufacturers in Europe have created an eco-label these days, but they are not all equal.

The first was Volkswagen, with Blue Motion. Let’s look at the Passat. VW’s family sedan comes with a choice of engins and trim, but if you want a green Passat, the one you are looking for is the Blue Motion model. Volkswagen has added a Blue Motion version to nearly all its models, and this makes it very straightforward for the consumer. If he wants to go green, he has to go Blue Motion. Ford and Mercedes have the same strategy with their, respectively, ECOnetic, and BlueEFFICIENCY labels.

The french manufacturers, Citroen or Renault, have another method. They both wrote down a definition of a clean car. Like CO2 emissions below a given level, an efficient factory to build the cars, a high recyclability after the car’s lifetime, etc… So for a one model line, there can be several models wearing the eco-label, that is the case for the Renault Clio, or there can be none, as the Renault Espace shows.

The third strategy then, is showcased by BMW, with its EfficientDynamics label. That label is in fact a package of technologies. Like a Stop-and-Start system which cut off the engine at the lights, and an intelligent alternator that only takes power from the engine during decelerations. BMW has chosen the most effective way, as EfficientDynamics is not dedicated to one isolated model, but goes to the whole range. Every 3-series is equipped with EfficientDynamics.

As an ecologist, I shall say that the strategy of BMW is the best, as it is the most effective in getting green technologies to the highest number of cars, and to the largest group of people. But is it the most effective in the marketplace? Is it the best to highlight the green commitment of the manufacturer? This is what this blog is all about, and I’ll advise you to subscribe or bookmark to find out more of my research.