To continue my exploration of German Engineering, I turn again to the original focus of my research—the environmentalism of Audi and BMW. I have been continually pleased by the substantial efforts taken by both companies to ensure sustainability. Both companies view sustainability as economic and environmental, and that they have a social responsibility to be as sustainable as possible. Again, and especially with Audi, I found that their commitment to sustainability goes beyond just the cars on the road. Parking garages covered with solar panels, water saving circulation systems in different processes of manufacturing, and even using engine tests to generate power and heating for the plants are just some of the ways that Audi’s engineers have shown that they are serious about their commitment to the environment.
“Green washing” is the term used to describe the over-use and often-illegitimate use of green marketing that many companies have used in their advertising campaigns. In a world of facades and false fronts, especially in marketing and corporations, it’s difficult to trust companies when they say that they are “going green.” Some companies even make small changes in some areas to provide data for their feaux environmental consciousness. Audi and BMW aren’t green washers; they have demonstrated commitment and it should pay off. Their green efforts are not solely inspired by their love for Mother Earth, environmentalism is also a business-savvy move. Sure they’re saving money on electricity, water and their heating bill with these sustainable manufacturing plants, but eco-enthusiasts would much rather support companies like Audi and BMW than companies that produce gas guzzlers at old, inefficient coal burning plants. Eventually, whether companies become subject to tougher environmental legislation (that’ll take a while in the United States’, shall we say, deliberate? Government) or they wake up one smoggy morning with a sore throat and a guilty heart (probably less likely than legislation getting passed and enforced within the next decade) or if they realize that sustainability is profitable (money always makes the difference), all automobile manufactures will take the same measures that the Germans are already touting. Audi and BMW are already ahead of the curve, and not just because they build finer automobiles, but because they recognize and strive for progress, it’s just the German way. ‘Vorsprung durch technik’… progress through technology. Simple, efficient, and well, progressive. Perhaps once the translation gets through to the American automobilers, they, too, will begin to advance. Detroit is a hard-working city, and it has been for a long time. It’s tough, and so are the folks who live there. It’s citizens have pride in their past, and luckily the manufacturing plants got bailouts to keep those citizens working… kind of. Tradition is important, we learn much from our history, but at some point I’d rather drive a car to work than a horse and buggy. Progress is the name of the game. The technology in stores is already outdated compared to what the companies are showing off at trade shows. The assembly-line was a wonderful invention, a hundred years ago, its time to assemble cars in line with the Germans, efficiently and sustainably. It just makes sense.