The program, launched in October, aims to contribute to making the earth healthier by reducing carbon footprints, the total set of greenhouse gas emissions, in a move to prevent global warming. In South Korea, cars are a major cause of such pollution, accounting for nearly 20 percent of the country's greenhouse emissions.

It's also paralleling the company's parent firm, Renault. The French carmaker shares environment-related activities of its global units online, and also operates a certification system for eco-friendly products.

As part of its lifecycle management of Renault vehicles, the maker only grants the "eco 2" labels for models meeting its strict environmental standards. Renault Samsung aims to produce models with the label, along with the commencement of its eco ACTION campaign, to keep pace with global moves to protect the environment.

The initial stage of the campaign focuses on fostering an eco-friendly driving culture, encouraging local drivers to drive in a more environmentally friendly way.

Its first project, called "Empty Your Car Trunk," was launched last month. This is a campaign aimed at reducing emissions and preventing excessive fuel usage by unloading unnecessary items from vehicles.

Driving with 10 kilograms less in the trunk, a driver can save 16 liters of gasoline per 10,000 kilometers. Currently some 16 million vehicles are registered here as of last year, which means a total of 410 billion won ($346 million) could be saved should all local vehicles join the campaign.

The company plans to hold various weekend events to attract more citizens to the campaign. As the first of its ambitious eco programs, it aims to build a solid platform from which to launch other projects later.

"More organized activities will be rolled out under the eco ACTION program for social contributions," Executive Managing Director Lee Kyo-hyun said.

Renault Samsung expects the campaign to spread by carrying out more diverse activities aimed at its customers.

Linked to the low-emission vehicles the company is working on, this environmental program can extend to eco-friendly technologies and products to create synergetic effects, the maker said.

"Now we are just taking baby steps. We might not see any immediate effect on consumers, but responses were positive from those who understood the program's intent," said Chun Young-hwan, head of the carmaker's social contribution department. "Slow and steady will win in the end."

Source: The Korea Times (December 22, 2009)