Peugeot is retraining its dealer network sales force to recognise blue as its new eco colour.

Product training for 1,300 showroom staff has been restructured to focus on Blue Lion, the branding for its greenest models.

Motivation awards are on offer for staff taking part in computer tests that follow on-line instruction for the new standard, which applies to 50 vehicles that boast high fuel efficiency and exhaust emission figures of 130g/km or less.

“Some of our rivals have gone to extraordinary lengths to offer less polluting alternative cars that cost a lot more than their standard models,” said Peugeot spokesman Andy Sutton.

He pointed to Peugeot’s “enviable track record in engine technology and innovation” and said that 24 cars in the model line up came under the 120g/km ceiling and therefore qualify as Blue Lion.

“The credit crunch has made economy more relevant than acceleration and top speed so we’ve decided to train our staff to give better help to the growing number of customers who are looking to make the most of more expensive fuel,” added Sutton.

“Traditionally, salesmen steer buyers toward the day’s best buy, but the idea behind the latest training modules is to sell the benefits of vehicles that have lower running costs and significant tax savings”.

With its 107, 207 and 308 in respective top 10-selling lists, Peugeot has just under 6% of the new car market.

The new standard applies to products manufactured in ISO 14001 certified factories and designed to be 95% recyclable.

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