Volkswagen, with "responsibility" as one of its core brand values, has chosen “蓝•创未来”. ("Think Blue• create the future") as its theme in the upcoming 2010 Beijing International Auto Show. Volkswagen has launched the new slogan of “Think Blue” worldwide with a series of marketing activities such as print ads, TV spots, brochures, web specials and an e-game for iPhone and iPod Touch.

The “Think Blue.” slogan in China has been created as “蓝•创未来” (pronouned lánchuàngwèilái).“蓝” means blue, and it evokes the associations of blueprint or blue ocean. “创未来” means to initiate and lead a brilliant future. With these two parts combined, the Chinese slogan “蓝•创未来” clearly expresses Volkswagen’s determination to implement its BlueMotion Technology to build a brighter future. Volkswagen feels the challenge of the future lies in achieving efficient and sustainable mobility for everyone and the VW brand intends to lead the way.

During April 16th and May 30th, Volkswagen China is launching an activity that calls on people to submit their ideas on “Think Blue” for an award. Some of the submissions will be used in Volkswagen’s advertisement or promotional materials. Many Chinese consumers support the new slogan of Volkswagen and the underlying philosophy. Blue, color of sky and sea, is the symbol of the globe we live in. Through “Think Blue.”, Volkswagen calls for public awareness on sustainability and environment protection. Luca de Meo, Head of Marketing at the Volkswagen Passenger Cars brand, said in an interview that "Our goal is to establish ‘Think Blue.’ as an expression of our corporate mindset and a firm feature of the Volkswagen brand’s ecologically sustainable activities". For Volkswagen, “Think Blue.” goes beyond purely technical or product-related aspects. At Hannover Messe on April 19th, Volkswagen introduced to visitors its “Think Blue.” strategy implementation, from resource-efficient production, energy-efficient vehicles, to sustainable employment fields.