Case Studies

The Objectives

Given the growing consumer concern around global warming and environmental issues, Peugeot wanted to demonstrate the ultra-efficiency of the 308 HDi, and to highlight that driving in a fuel-efficient manner will reduce a vehicle’s impact on the environment.

The Coast2Coast Challenge was held in October 2008 to showcase the exceptional fuel efficiency of the Peugeot 308 HDi, a medium-sized 1.6 litre diesel hatchback. The objective of the Coast2Coast Challenge was for a Peugeot 308 HDi to travel the breadth of South Africa (1690km) on a single 63-litre tank of diesel. The 308 HDi succeeded in completing the journey on 57.83 litres and achieved a phenomenal fuel efficiency of 3.4 litres/100km. On completion of the Challenge there was a Welcoming Event for the media and all those involved (a total of 22 people).

In line with the environmental profile of this vehicle, Peugeot felt it appropriate to measure the carbon emissions resulting from the Challenge and the Welcoming Event and then to offset these emissions so that both events would be carbon neutral.

Peugeot, through their PR company, Applied Media Logic (AML), commissioned Global Carbon Exchange (GCX) to conduct a carbon footprint analysis of the Coast2Coast Challenge and associated activities.

The Process

GCX conducted the analysis according to the internationally recognised Standard, the Greenhouse Gas Protocol (WRI and WBCSD, 2002), using the control approach to consolidate all emissions. The data was collected and submitted to GCX by AML. The emissions factors used for the calculations were from DEFRA (2008), IPCC (2004) and, for the Challenge vehicles, from Peugeot.

Emissions from the following sources were included:

• vehicle testing

• the Challenge

• accommodation/hotels

• travel to and from the Welcoming Event

• the Welcoming Event  

The Results

The total carbon footprint for the Challenge and the Welcoming Event was 6.18 tonnes of CO2 equivalent (CO2e).  
The above chart shows the breakdown of emissions by source.

The biggest sources of carbon emissions were therefore:

• Car testing (54% or 3.33 tonnes of CO2e)
• Air travel (22% or 1.34 tonnes of CO2e)
• Hotel usage (10.5% or 0.66 tonnes of CO2e)
  

This total carbon footprint is equivalent to:

• a carbon emissions intensity of 281 Kg CO2e per participant; 
• burning 128 tonnes of coal. 

The Benefits

The Future

GCX believes that by calculating and offsetting the carbon emissions from these events Peugeot is demonstrating its awareness of climate change and its commitment to reducing its environmental impact, thereby effectively differentiating itself in the marketplace.