German automotive companies kick off clean-diesel campaign in U.S.

Six German automotive companies - the passenger car manufacturers Audi, BMW, Daimler, Porsche and Volkswagen, and the supplier Bosch - said that they are starting a joint information campaign for "clean diesels" in the USA.

In a release, the companies said that under the slogan "Clean Diesel. Clearly Better." they will publicize the advantages of modern diesel passenger car technology over gasoline engines in terms of cleanliness, consumption and performance. The campaign, which has been developed jointly by the German Association of the Automotive Industry (VDA) and VDA member companies, comprises a website and flanking offline activities on the US market by the companies involved.

Using brief examples from everyday motoring in the USA, the website explains facts - simply and comprehensibly - about the dynamics of the diesel drivetrain and its advantages in fuel consumption and CO2 emissions, low noise emissions and refuelling costs and also clears up with a deal of humor, outdated concerns regarding diesel cars. This is done using small, playful online animations informing users of computers and mobile devices about clean diesels and their efficiency. For example, website users can not only calculate in a split second the consumption advantage of a diesel vehicle, but can also hear how quiet a modern clean diesel drive train is these days compared with a passenger car from the 1990s.

In addition, the participating companies present current models of cars that deserve to bear the "Clean Diesel. Clearly Better." logo. These clean diesel vehicles comply with the very strict environmental standards in all 50 US states. On average, their fuel efficiency is 18 per cent higher than corresponding models with gasoline engines, the companies noted in a release. The campaign participants are aiming to put over the clean diesel alternative to interested US citizens in as much detail as possible, so the website also provides background information on the latest research and development, and on the overall environmental framework in the USA. Furthermore, it is linked to US initiatives that are active on the topic of clean diesels in the States.

The joint campaign's "Clean Diesel. Clearly Better." logo, which was designed and realized by the New York agency Kirshenbaum Bond Senecal and Partners (kbsp), therefore indicates at a glance where current information about the most advanced automotive diesel technology in the USA can be found. And also about which passenger car models bring this whole spectrum of economy, performance and fun onto the roads right across the USA.

The companies participating in the campaign, which other manufacturers and suppliers may join, will apply the campaign logo as a seal of quality on the US market in advertisements, on banners, in TV spots, product brochures and their showrooms. The campaign will be making its mark at the North American International Auto Show (NAIAS), which will take place in Detroit, Michigan, in January 2013.

For more information, visit www.clearlybetterdiesel.org.