Think Blue initiative at the 2011 Johannesburg International Motor Show.


Think Blue.

Volkswagen South Africa is introducing its “Think Blue” initiative at the 2011 Johannesburg International Motor Show.

“Think Blue” is a global Volkswagen initiative that intends to address how individual mobility and sustainability can be harmonised and serves as an umbrella brand for Volkswagen’s activities relating to sustainability. This includes environmentally-friendly technologies such as BlueMotion Technology and its concepts brands like BlueMotion as well as BlueMotion Technology.

“Environmental awareness has been a topical issue in Europe for many years. It is only in the last few years that it has become such an important topic in South Africa. With Think Blue, Volkswagen aims to inspire people and heighten their awareness to engage in environmentally-friendly and sustainable actions.

We will initiate an open, understandable dialogue, inviting people to share ideas about “Think Blue”. We want to show people that ecologically sustainable behaviour is not only possible but fun too,” said Mike Glendinning, Director: Sales and Marketing at Volkswagen Group South Africa.

Volkswagen South Africa is adopting a three-pronged approach to introduce its “Think Blue” initiative to South African consumers, namely BlueFactory, BlueMotion and BlueEnvironment.


Volkswagen South Africa’s vision is to be an industry leader in environmental responsibility and a company with meaning and impact in terms of environmental consciousness.

To attain its vision, Volkswagen has introduced holistic environmental initiatives, such as energy consumption monitoring and waste separation management, at its manufacturing plant in Uitenhage. Volkswagen is the first vehicle manufacturer in South Africa to subscribe to the Wilderness Foundation’s GreenLeaf Environmental Standards.

As such, the Uitenhage plant will be measured against the following standards: carbon footprint replacement, water and energy efficiency, waste management, and environmental responsibility, including employee awareness and training.


As a carmaker, Volkswagen has a responsibility to our customers and our environment. If we use less fuel today, there will be more for us to use tomorrow;we will have more money in our pockets and we will be doing something to save our environment. These are the fundamentals of the models equipped with BlueMotion and BlueMotion Technology. Models that carry these badges consume less fuel and have lower CO2 emissions.

Currently, Volkswagen South Africa has five models carrying these badges – Polo, Golf, Volkswagen CC, Tiguan and Touareg – to combine a dynamic driving experience with fuel-efficient technology.BlueMotion models use innovative and eco-friendly technologies such as Stop-Start and regenerative braking. Additionally, BlueMotion and BlueMotion Technology models are fitted with advanced TDI and TSI engines that are powerful yet fuel-efficient.


‘Think Blue” also covers cooperation with environmental organisations. At the moment, Volkswagen South Africa has partnered with the Wilderness Foundation on its Rhino anti-poaching initiative, as well as Dyer Island Conservation Trust on the protection of great white sharks, seals, dolphins, whales and penguins.