The Blue Lion Goes Green

Take only photographs, leave only footprints - at the very least this is what Peugeot has done by planting 18 indigenous white karee trees at the Thulamntwana facility in Orange Farm to signify closure of the Coast2Coast event. 

Ex-rally drivers Andrew Carter and Spotti Woodhead tested the limits of the Peugeot 308 HDi's fuel efficiency of their own accord, driving it from Kleinzee to Umhlanga on a single 60 litre tank of diesel.  Achieving 1689.7km (3.4 litres per 100km), their effort is considered a phenomenal success.  

The tree planting ceremony followed the recommendations of an independent audit (commissioned by Peugeot) by the Global Carbon Exchange (GCX) who measured the carbon footprint created by the drive and the activities leading up to and surrounding the event.  

According to GCX, 6.18 tonnes of carbon dioxide (CO₂) was emitted and as such, 18 trees would need to be planted to negate the effect to the environment.  

Trees act as carbon sinks, trapping carbon during the natural process of photosynthesis.  CO₂ is absorbed by the tree during photosynthesis, and the carbon absorbed makes up much of the trees biomass.  

The GCX have worked on the basis that a tree will absorbs up to 500kg of CO₂ over a 15 year period.  They have also taken into account that almost 40% of the trees do not survive that 15 year period. 

The trees were supplied by Food and Trees for Africa (FTFA), a non-governmental organisation which aims to both improve the aesthetic appeal of urban landscapes and sequester CO₂.

Edwin Makushu, Lucky Xaba (Food and Trees For Africa) and Mike Wilson, marketing manager for Peugeot SA, planting a tree that will benefit the children of Thulamntwana. In the background stand the Coast 2 Coast Peugeot 308 HDi and the crèche

Peugeot have been involved with the Orange Farm community since 2002.  They have partnered with local residents of Orange Farm, Father Bourgeois Giudo, former Project Director and Philemon Theba, the new Project Director for the Inkanyezi Orange Farm Charity Fund to improve the lives of Orange Farm residents.

The initiative has already seen Peugeot build a community centre, a HIV/AIDS testing and counseling centre and a creche, in various parts of the Orange Farm area.  

While Peugeot did not initiate the development of the Thulamntwana facility - most of the funding has been provided by a French-based Catholic Church - Peugeot saw an opportunity to contribute by providing trees that would improve both the appearance of the facility and provide much needed shade and comfort to those who use it.  

Still in the building stage of its development, once completed the facility will have a church, a creche for children aged 2 - 5, a HIV/AIDS centre which will provide counseling and anti-retrovirals, a sports ground and an after-school facility that will provide additional learning programmes to children from the surrounding schools.  Skills development and education will also be included at a later stage.  

For Father Giudo, the trees will have a tremendous impact for the community who use the facility.  

"They will add value to the property and provide shade for children and the people queuing outside the healthcare facility," explains Giudo.  He continues, "I suppose I'm a bit Franciscan in my thinking, but watching another living organism grow alongside you has an effect on your well-being and cements the value of nature for the children."

The white karee trees were specifically selected for their robustness in dry environments and their large foliage for additional shade.  The ground-keepers are being taught how to care for the trees in a way that uses minimal water - a precious commodity in Orange Farm that can't be wasted on excessive maintenance of the grounds.  

The activities fit well with Peugeot's environmental ethics, considering the 308 HDi's lineage.  It is a child of Peugeot's Blue Lion Strategy.  Launched in 2007, Blue Lion was a consolidation of Peugeot's numerous environmental initiatives that saw the creation of a standard by which their vehicles could be judged as environmentally friendly. 

The strategy also encompasses many of Peugeot's environmental activities.  The creation of the HDi engine and Operation Carbon - a 40 year reforestation project of the 10 000 hectares of the Fazenda Sao- Nicolau region in the Amazon that will study the link between reforestation, carbon capture and biodiversity while absorbing some 7.32 million tonnes of CO₂ a year - are just a few of the items on Peugeot's green agenda.  

Mike Wilson, marketing manager of Peugeot Motors South Africa, stated that "Making the Coast2Coast event carbon neutral neatly compliments the efforts Peugeot designers went to when putting the 308 HDi on the road, which has a CO₂ emissions level of 134g.km."

CEO of GCX, Kevin James, commented on the importance of carbon emission monitoring and Peugeot's approach to the Coast2Coast event, "What Peugeot have done is very forward thinking.  Carbon emission audits are definitely an emerging marketing and companies are seeking the opportunity to differentiate themselves through conducting business in a sustainable way."

"An event like this is still about promoting your product - and it is an activity that should be offset by purchasing carbon credits in some form to reduce the carbon impact.  I think one of the things that an audit ultimately does is create awareness that every action has consequences.

Peugeot is the first vehicle manufacturer to contact us with regard to a carbon emission audit, and in these trying economic times - where many car manufacturers are focusing purely on reducing costs and increasing sales - I believe they can pat themselves on the back for still taking the initiative to determine the impact and do something about it.  

For more information, please contact Rick de Klerck at Applied Media Logic on (011) 807 7559 or e-mail: This email address is being protected from spam bots, you need Javascript enabled to view it