Volkswagen rolls out “Think Blue.” in the USA

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New York / Wolfsburg, 23 May 2011 - Volkswagen is rolling out its “Think Blue.” initiative in the USA today. The aim is to encourage eco-friendly mobility and progressive ideas for responsible action in everyday life. The launch in the USA coincides with the partnership between Volkswagen and the Museum of Modern Art (MoMA) in New York as well as tomorrow’s inauguration of the Volkswagen plant in Chattanooga, Tennessee – one of the world’s “greenest” automobile factories.

"‘Think Blue.’ bears witness to our holistic understanding of sustainability," Jonathan Browning, President and CEO of Volkswagen Group of America, said. "On the one hand, the new Volkswagen plant in Chattanooga demonstrates just how eco-friendly and resource saving automobile production can be today. And on the other, we are seeking to intensify our dialog with art and society on key issues of the future through our cooperation with MoMA."

With "Think Blue." Volkswagen is addressing the question as to how to reconcile individual mobility and sustainable actions. The initiative not only concerns the development of eco-friendly products and technologies and resource efficient production processes. Volkswagen is also seeking to heighten broad public awareness for sustainable actions and encourage everyone to play an active part.

Volkswagen is adding further themes to the "Think Blue." initiative through the partnership with the Museum of Modern Art. While the focus to date has been on environmental concerns, Volkswagen is now also taking up social and cultural issues.

The launch of "Think Blue." in the USA coincides with the inauguration of the new Volkswagen plant in Chattanooga on May 24, 2011. Resource conserving measures and efficiency improvements make the location one of the world’s most eco-friendly automobile factories. The Volkswagen facility in Chattanooga already complies with the US LEED (Leadership in Energy and Environmental Design) standard which sets new benchmarks for environmentally-friendly and resource efficient plant structures and production processes.

"Think Blue." kicks off in the USA today with print ads, online publicity and billboard actions in the vicinity of the Museum of Modern Art in New York and the new plant in Chattanooga. This will be followed by a national marketing campaign presenting "Think Blue." to the public at large.

"Think Blue." goes back to the legendary "Think Small" slogan of the 60s, which drew attention to how the Volkswagen Beetle contributed to democratizing mobility. The challenge of the future lies in making efficient and sustainable mobility accessible to everyone. Volkswagen intends to play a pioneering role in this context, as symbolized by the "Think Blue." campaign launched by the Volkswagen brand in 2010.

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