Report: VW Nixing Bluetec in Favor of TDI
Volkswagen is walking away from its oil-burning tie-up with DaimlerChrysler. VW had been planning to market Bluetec-branded diesels (as on the Concept Tiguan showtruck seen above), but instead it has decided to bring back its long-serving TDI moniker.
The change in strategy, first reported by German weekly Wirtschaftswoche, indicates that VW feared that as a brand, Bluetec is too closely associated with Mercedes-Benz, a perception issue that would be difficult for Wolfsburg to change. Additionally, the automaker already has some 800,000 TDI vehicles running around in the States (most with fiercely loyal owners—Ed), so it already enjoys a good amount of awareness among consumers.
Comments
The Stig
Seems like a smart move. With their brand struggling like it is over here, why mess with something that already works? At least they learned their lesson unlike Ford, who thought it was smart to drop the name Taurus and had to backpedal on that stupid decision.
sdb
Will the TDI's be 50-state compliant? I thought that is why they were going with Bluetec.
WC
Ugliest tires EVER!
Ducati Major
I don't think so, sdb.
California and New England are jacking up their emissions standards well above the upcoming EPA levels.
Aaron
So, they're just changing the name but not the hardware? Are the new TDIs going to use the same tech as the Bluetec engines but jsut be called "TDI" instead?
EEGeek
Bluetec has always been just a marketing name for clean diesel, regardless of the technology. It was first used by MB, who tried to expand it to a multi-company technology coalition to promote diesels. It's also associated closely (in my mind at least) with MB's AdBlue urea based SCR system.
I think VW/Audi is right to abandon BlueTec - TDI has at least as much brand recognition and no association with a competitor. And I don't really see a need to promote diesel technology - diesel Jettas and Beetles will be selling out next year if they can really come in with mileage ratings in mid 40s city and mid-high 50s on the highway and good driveability.
Ducati Major - my understanding is that the 2008-2009 timeframe diesels will be 50 state compliant. California's new regs start to take effect in the 2010-2012 timeframe, I think, so who knows after that.
Post new comment