GREEN FOR CLEAN – 1/2

September 28, 2009 -- Filed under Clean Diesel, Saving money by Andrew Macdonald

On September 8th Volkswagen Canada announced, “Green for Clean”. You can see the full press release here. Is this simply another corporate “greenwashing” stunt?

Or are the Retire Your Ride program delivery partners across the country, in particular the Clean Air Foundation (the national program delivery agent), quietly applauding Volkswagen’s recent announcement?

The Green for Clean incentive appears to be genuine “green for green.” Here are two interesting facts about this story:

Fact 1. $1,000 price reduction restricted to the TDI Clean Diesel.

This is where I believe the rubber hits the proverbial road. The original intent of scrappage programs has been the targeted reduction of both smog-forming pollutants and greenhouse gas emissions through the recycling of vehicles manufactured before 1995. The stated intent of the Canadian program is “to clean up the air Canadians breathe.”

It might be reasonable then to expect that any incentive added by a manufacturer to the Federal allowance of $300 should, in the spirit of the Retire Your Ride scrappage program, be weighted to the most efficient vehicles.

Score one for Corporate Social Responsibility at Volkswagen Canada.

Volkswagen is currently alone in this. The new incentive specifically links money to a “green” car. The 2009 Jetta TDI Clean Diesel, the Green Car Journal’s 2009 Green Car of the Year, has consistently exceeded the fuel-efficiency ratings of federal transportation metrics and is warranty-approved for certified renewable fuels.

The cynics may respond by suggesting this is simply a sales tactic to move inventory for the 2010 TDI. I would disagree. VWC has always been able to sell as many TDIs as they can get their hands on. Canadians love their diesels and in particular the Volkswagen TDI Clean Diesel.

VWC made the decision to focus on their shiny new green car, the 2009 Jetta TDI Clean Diesel. Corporate altruism? Perhaps. A very smart public relations move? Or is this simply good corporate policy from an executive team who recognize brand equity over the long haul?

Well done!

Let’s leave the second fact, the scrapping of vehicles, for later.

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