The Greenprint is a direct response campaign, inviting the audience to download a set of plans to work on their cars. A QR code on both our branded vehicle and poster collateral also drove consumers to the website. The website lets them follow the process in greater depth, step by step, and submit their own questions and videos.

Volkswagen Kombi owners are known for their willingness to get under their cars and tinker. Part of this is because vehicles that are 50+ years old require a lot of maintenance, but it is also because Kombi engines are incredibly simple to work on. For context, the main part of the Kombi engine can be removed with only 8 bolts, and a common competition at Kombi club gatherings is engine removal time trials - about 4 minutes is considered a good time. This is a subculture that is less intimidated by the prospect of replacing their whole engine than you might expect, and more willing to attempt it themselves.

Kombi drivers are a passionate bunch. They own their cars for years and pass them down through generations. Once upon a time they were the poster children for progressiveness and a better world. Unfortunately the Kombi is still a petrol car. As part of Volkswagen’s push to a more sustainable future we wanted to leverage the original spirit of flower power and the Kombi, but to do that we needed to make a change to the Kombi itself.

The Greenprint is an open source set of plans that anyone can use to turn their Kombi into an EV, in 20 easy-ish steps. We made an all-in-one kit available, or owners could source the parts themselves with our approved list, and not pay us a cent. An online hub housed further details about each step, as well as a voice activated function, along with user generated videos and FAQs – by the people, for the people in true VW spirit.

Every new car manufactured takes an average of 6 tons of Co2 to produce, even EVs. So instead of trying to sell people a new car, we created a way for them to future proof the one they had.

We utilized one of our most iconic vehicles – the Kombi. Tapping into a group of owners who, while now older, once were known for their hopes for a better world. They’re also known for their DIY approach and close knit community – so they were perfect to launch a project like this.

Anyone interested in the project could download the Greenprint Poster, and then dive in to more in depth instructions online.

The Greenprint campaign began with a converted electric Volkswagen Kombi, wrapped in custom livery depicting the instructions to turn a Kombi electric. This launched at NZ’s largest tradeshow, with instructional posters handed out and experts present to chat to those interested in converting their vehicles. This roadshow travelled the country attending Volkswagen and EV enthusiast festivals, and was showcased at Volkswagen Dealerships nationally.

There were also multiple PR features in TV, print and online.

The Greenprint website contained further in-depth instructions, and user-submitted videos and FAQs. The website’s instructions also have voice activation, so those who are busy under the car can listen instead of watching.

Online video also aired at this time. In October 2023 the all-in-one conversion kit was made available via the Volkswagen website, alongside the approved parts list so drivers could source the parts themselves. Live Q&A sessions were also held

The Greenprint has created a new avenue for Volkswagen to address sustainability, while connecting with a highly engaged group – fans of their heritage vehicles.

The Kombi Greenprint is the first set of plans created, but these are universal and now available in perpetuity.

These plans have been downloaded 2,000+ times in a country with only 1,000 kombis.

Now talks have begun to expand to other countries. Plans are also being considered for other icons like the Golf and Beetle.

So while other car manufacturers are only focussed on the reduction of carbon in new cars, Volkswagen is taking responsibility for existing vehicles too.

Each vehicle converted saves on average 1.7tonnes of carbon per year, and that doesn’t include the carbon cost of new cars that don’t need to be created when these existing vehicles are modernised.

Zero new vehicles were sold as a result of this campaign, as intended

Volkswagen is committed to the Paris Climate Agreement, which aims to limit the global temperature rise to well below 2 degrees by 2050.

By 2050 Volkswagen wants to be completely CO2 neutral. Including both vehicles and production.

“The ‘Way to Zero’ is Volkswagen roadmap for effective climate protection, with clear and ambitious milestones. By 2030, at least 70 percent of all Volkswagen’s unit sales in Europe will be all-electric vehicles. This would mean Volkswagen would significantly outperform the requirements of the EU Green Deal.

These commitments show how Volkswagen will move into the future. Part of that is also addressing the heritage vehicles that will stay on the road for years to come. By making the EV conversion instructions open source, this provides the opportunity for existing vehicles to also meet modern standards. So drivers can still feel good about their environmental impact, while retaining their little pieces of history.