Here’s the second TV commercial for Volkswagen’s fuel-saving Polo BlueMotion, and like the clever plastic bags film, it too (unsurprisingly) focuses on how the new eco-model can help to save the environment.
So, the VW Polo BlueMotion. Going on this, a charming way to save natural resources.
I came into work this morning to find a sweet on my keyboard. Turns out that all members of staff who had switched off all of their computer kit received a piece of confectionery as a reward. It was all part of supporting the UNEP World Environment Day, which was today.
(My coffee cup is in shot as it was made out of a cardboard, with a bobbly surface on the outside to prevent burning. It went into the paper recycling bin, naturally.)
The 77th Geneva Motor Show closed its doors to visitors on Sunday, and, always classed as one of the more prestigious of the calendar, it certainly had its share of four-wheeled stars. While the new big hitters from Audi, BMW, Ford and Maserati jostled for showgoers’ affections (and wallets), with seemingly perfect timing, the first in a new range of environmentally-friendly cars was rolled out to a quiet fanfare.
Setting the eco-friendly pace, Volkswagen chose to promote its new BlueMotion initiative at the Swiss event, which will eventually become an environmental sub-brand for the German giant. Deriving its name from the blue VW corporate colour (and if marketing speak is to be believed, the natural world water and air elements to be protected from man’s constant degeneration), and the motion aspect of ‘future, forward-looking mobility’, the name will be applied to a whole sub-range of Volkswagen models, each with a slant on low-emission, clean-burning fuel technology.
The first product of BlueMotion thinking, the Polo BlueMotion has grabbed headlines due to its ultra-low 102g/km CO2 emissions figure (the comparable standard Polo 1.4 TDI emits 126g/km). This is precisely why exactly 102 of the fuel-sipping VWs were used as shuttles for journalists and business visitors during the press days at the beginning of the show, Volkswagen clearly pushing the new concept for all it’s worth.
The Polo BlueMotion was launched in continental markets last summer, and is the most economical car in its class, and Volkswagen claim, the most economical five-seater in the world. Powered by a 79bhp 1.4-litre TDI diesel engine fitted with electronically-controlled, high-pressure direct injection and a variable geometry turbocharger, greater performance is permitted, while simultaneously using less fuel. Based on an already fuel-efficient unit used in other Polo models, and coupled to longer gearing, the German company are quoting a potential 72.4mpg (or 3.9 litres per kilometre), and with a 45-litre fuel tank, over 700 miles on one fill-up can be expected. That’s London to the south coast of France on one tank of diesel.
Further fuel-saving measures include a wind tunnel-designed aerodynamic body kit, wheels with lower rolling resistance tyres, and a lower kerb weight than a standard Polo. These weight-saving and drag-reducing measures don’t come at the expense of comfort and safety though. The Polo BlueMotion enjoys many of the comforts and equipment shared with its range siblings, but gets its own unique interior trim.
And, despite the shift in focus to economy and efficiency, performance doesn’t suffer. The little VW will accelerate to 62mph from rest in 12.8 seconds, and tops out at 109mph. But, perhaps the really magical number is that 102g/km of CO2 of emissions. That’s 2g/km less than the ‘green’ Toyota Prius, which although a hybrid, has reportedly used large amounts of energy to manufacture its large and expensive bank of electric batteries.
And that could be the hybrid car’s downfall. Although only a low-emission diesel, demand for the Polo BlueMotion has been such that Volkswagen has been forced to triple its initial production volumes. It’s obviously hoping that the positive reaction to the miserly Polo is not a flash in the plan either; the second model in the BlueMotion offensive was launched at Geneva. The much larger Passat BlueMotion achieves 55.3 mpg from its 104bhp1.9-litre TDI engine, and boasts a CO2 figure of 136g/km.
The Polo BlueMotion comes to the UK first though, and will be priced around £12,000 when it arrives in the summer. It won’t be exempt from the London congestion charge of course, as it’s not classed as an ‘alternative fuel’ vehicle, but if the emissions of some non-alternative fuel vehicles are lower than that of the benchmark Prius (which is exempt), is there a case for the congestion charge guidelines to be rewritten?
The anti-diesel particulate argument is a case against this, especially for our choked city centres. But, Volkswagen, along with other manufacturers, does offer the fitment of a diesel particulate filter at an extra cost, although there are no quoted rates for customer take-up. The time may have come to finally make them a standard-fit item.
For now at least though, with it being a little cleaner and cheaper than a hybrid, could the Polo BlueMotion (or cars like it) be the start of mainstream affordable, ‘greener’ transport?
Update, 21 March 2007: The Polo BlueMotion has been nominated in the shortlist for the World Green Car of the Year, alongside the BMW Hydrogen 7, and Mercedes-Benz E320 Bluetec. The winner will be announced at the New York Motor Show on 5 April.
Update, 22 March 2007: The Polo BlueMotion will appear at The Sexy Green Car Show, which runs from 30 March to 15 April at the Eden Project, Cornwall. Believed by its organisers to be the first event of its kind, and featuring a selection of the most advanced and efficient vehicles in the world, the show marks the first public appearance of the Polo BlueMotion in the UK.
Tesco has taken a lot of flak recently, but you can’t deny that out of all the UK supermarkets, it seems to be currently blowing the green bugle the loudest.
‘Together, we can make the little changes that make a big difference,’is obviously going all out for the green-conscienced shopper, and ‘cynical marketing ploy’ could be just three words which could be levelled at the shopping giant. Newly-introduced Green Clubcard Points soften bolster the eco-buyer’s basket too.
But, can the little changes really make a big difference?
Retailers have finally cottoned on to the idea of 100% biodegradable plastic carrier bags, and not only are bags from Tesco environmentally friendly, but the firm also gives the shopper one Green Clubcard Point every time a bag (carrier or other) is reused. Estimates point to the fact that over one billion fewer carrier bags will be used per year.
Printer cartridges are another area in which companies seem to have woken up to the environmental-damaging potential. Over 250 million discarded cartridges go straight to landfill each year, and apart from not printing off that vital document in the first place, recycling them seems to be the next best step. Again, a points incentive is offered by Tesco, with 100 Green Clubcard Points available per cartridge recycled. Or, if you’re of a charity mind, money can be donated to the British Red cross, therefore forfeiting the eco-earning points.
It may be ‘good to talk’, but while we’re all catching up with what Auntie Maureen did last weekend on our new gadget-laden mobile phones, there are another estimated 66 million more old ones that are in danger of being sent to the big call box in the sky. Not environmentally, either. In exchange for 500 Green Clubcard Points, Tesco offers to take these too, and save them from a twilight life in landfill. Again, the British Red Cross will benefit (to the tune of £5) if charity appeals more than having a green conscience.
The supermarket leader has introduced other eco-measures too.
The ‘Tesco Train’ now runs between its distribution centres at Daventry and Livingston, taking the stock of twenty-eight trucks. The figures are impressive. Apparently saving over 14,560 lorry journeys every year, five million fewer miles are driven annually, and moving stock by rail moves 180,000 tonnes of freight of the roads each year.
Those lorries which are still on the road are a little greener too. Tesco trucks now use a 50% biodiesel blend, ‘a renewable fuel made from vegetable oil blended with diesel and petrol’. The company claims that greenhouse gas emissions will be cut by more than 100,000 tonnes per year. More is to follow too, with the availability of biodiesel on its customer forecourts.
Recycling is also key at Tesco, with the company aiming to recycle 80% of its own waste by 2008; 9% up on its current figure.
In-store promotions include double Green Clubcard Points on energy-efficient products between 15 February and 8 April. With things such as changing light bulbs some of the simplest to do to give your home an instantly greener slant, this should prove popular.
But, all these measures are helpful only if enough people feel that they want to give their greener conscience an airing.
Remember, every little helps.
