Last December a new law was implemented in San Francisco, making it compulsory for all employers with 20 workers or more to offer a transit solution to support greener commuting. Bauer’s Worldwide Intelligent Transportation seized this opportunity to develop its green weekday bus service, “Wi-Drive”. Wi Drive offers high-end transportation for commuters, at the same time providing San Francisco companies a way to comply with the city ordinance.

Bauer wants its brand to embody a combination of ecology, luxury, and convenience. Indeed, the company offers a highly comfortable transport experience, with all buses equipped with leather seats, wireless internet, and work tables. In order to emphasize the green aspect, buses are run on propane or bio-fuel. This service is offered to companies or groups of commuters, and allows them to build custom routes. It is especially appealing for workers who are reluctant to use the crowded public transportation, and who usually drive to work on their own.

Nowadays, eco-friendly concepts are frequently used in branding as consumers perceive this as a valuable attribute (see our previous news item on  Sno:la, an Eco-Friendly Yogurt Shop).

As Gary Bauer, the president of Bauer's Worldwide, says: "The idea of helping improve the environment is something many people talk about but not many actually do." However, environmental friendliness alone is oftentimes not enough to sell a product or service.

Take working professionals for example: they care about the environment, yet they still prefer to avoid crowded subways and buses in the morning and drive their own vehicle to work. For them, comfort and convenience are the most important criteria when choosing a mode of transportation, taking priority over environmental concerns. Fortunately, Bauer’s can appeal to commuters by offering them a green service without sacrificing their comfort. In addition, corporate clients can enhance their own image as a socially responsible company by using the green service while complying with San Francisco law. Thus, both Bauer and the corporations themselves can enhance their eco-friendly image using this environmentally friendly transportation service.