Lets Get Together: VW, Audi, DaimlerChrysler Co branding

Bluetec Sign

A bunch of Germans (and Jeep) join together on a diesel mission, co-branding the Bluetec name that Mercedes-Benz created last year.

One of the biggest announcements at last week's Los Angeles auto show was the diesel co-branding agreement between DaimlerChrysler, Volkswagen, and Audi. The intent is to take the name "Bluetec" and make as common as Kleenex. The badge will adorn all current and future "particularly clean" diesel-powered vehicles built by the above-mentioned manufacturers. The new commitment to diesels in America comes, in part, due to a J.D. Power study predicting a fifteen percent increase in diesel sales by 2015. It is important to note that while the different brands will share the Bluetec name, each company will develop their own engines and emissions systems. So sorry, the next Jetta TDI might have the same Bluetec badge as Audi's recently-debuted, 500 horsepower Q7 V-12, but that doesn't mean it will be a four-wheeled fighter jet.

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