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Mercedes
Starts Marketing Campaign on Sustainability
(02/11/2007) |
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With the introduction of BLUETEC
diesel technology to Europe,
Mercedes-Benz launches an
international advertising
campaign on the theme of
sustainability. The first
printed advertisements using the
new brand design will feature
the E 300 BLUETEC to be launched
in Germany in December 2007.
Four different print ads will be
placed in all large-circulation
magazines in Germany, running in
parallel with a TV commercial
and an online campaign. The
sustainability campaign will
then be extended in mid-2008 to
include additional vehicles and
developments related to
Mercedes-Benz’ activities which
are combined under the heading ‘TrueBlueSolutions’.
“In our marketing campaign on
sustainability we promote
innovative technologies for
environmentally sound mobility
such as the BLUETEC emission
treatment system, which
Mercedes-Benz offers to its
customers as the world’s
cleanest diesel,” says Dr. Klaus
Maier, Executive Vice President
Mercedes-Benz Cars, responsible
for Sales and Marketing.
“Regarding the mobility of the
future, we at Mercedes-Benz
think in a holistic manner and
therefore examine the complete
value chain, which means a focus
on creating a sustainable
foundation for all development,
production, and service
activities. All of these
activities will be combined
under the ‘TrueBlueSolutions’
heading.”
In this regard, the brand’s
communication activities - such
as the first series of ads for
the E 300 BLUETEC - will
consistently feature the color
blue as a metaphor for clean
air. For the E 300 BLUETEC
television commercial,
Mercedes-Benz utilizes a popular
children’s song that contains
the word blue as a type of hymn
for BLUETEC technology. The
sustainability campaign was
developed in co-operation with
Mercedes-Benz’ lead agency, Jung
von Matt.
Sustainability with
TrueBlueSolutions
The variety of solutions
developed by Mercedes-Benz, and
the message of holistic thinking
as a means of ensuring
environmentally sound mobility,
have all been combined under the
heading of ‘TrueBlueSolutions’.
The color blue, which is also
the color of Mercedes-Benz,
serves as the link between all
the major evolutionary steps
(solutions) Mercedes-Benz has
taken on the path toward
zero-emission mobility - i.e.
BLUETEC, BLUETEC HYBRID,
technical advancements with
gasoline engines such as CGI
direct injection, the DiesOtto
technology, F-Cell hydrogen
cars, etc.
BLUETEC -
“The world’s cleanest diesel”
The BLUETEC technology developed
by Daimler effectively reduces
the exhaust emissions of diesel
vehicles and especially lowers
nitrogen oxide emissions.
Mercedes-Benz initially launched
its BLUETEC passenger car
offensive in the U.S. in October
2006 with the introduction of
the E 320 BLUETEC, which is
still the world’s only passenger
car equipped with this
technology. Mercedes-Benz also
plans to offer three more
BLUETEC models on the U.S.
market in the GL-, M- and
R-Class from 2008. International
automotive journalists have
honored this environmental
commitment by naming the E 320
BLUETEC the 2007 World Green
Car. The panel responsible for
choosing the winner praised
BLUETEC as the trailblazer of a
new and especially clean diesel
technology. In a letter,
California Governor Arnold
Schwarzenegger has also welcomed
Mercedes-Benz’ BLUETEC
initiative. The E 320 BLUETEC is
currently the only diesel
passenger car that meets the
state’s stringent emission
limits.
BLUETEC has also been proving
itself in commercial vehicles
since the beginning of 2005 and
is now available in all truck
and bus series. In fact, Daimler
has already delivered more than
60,000 Mercedes-Benz trucks and
buses equipped with this
pioneering emission-reduction
technology. |
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