Fighting for the Right to Make Big Cars

cenerpIt’s an all-American scene: Two men discussing buying a new pickup truck,
presumably somewhere in the heartland. After a little chit-chat, talk turns to
government regulations. "[Congress] wants to set the same fuel economy standards
for pickup trucks as they use for cars," says a male voice in the radio
advertisement, following the sound of a truck engine and clucking chickens.
"When you buy that new pickup it’s gonna really jack up the price."
The ad is part of a campaign by the Alliance for Automobile Manufacturers
(AAM), an automakers trade group, to win popular support in their battle against
tighter government regulations over fuel efficiency. The radio spots, which
kicked off Memorial Day weekend, are designed to appeal to SUV- and truck-loving
consumers, warning that possible new laws could raise prices for trucks and make
it harder for safety-obsessed families to get bigger cars. The ads come as
Congress is considering a bill calling for the first major boost to car fuel
economy since 1975.
The $1 million-plus campaign was launched with little fanfare this weekend by
the AAM, the trade association that represents General Motors (GM), Ford Motor (F), DaimlerChrysler
(DCX), Toyota Motor
(TM), BMW (BMWG), and four other
automakers. The radio and print advertisements—running in 10 states with high
percentages of light truck and SUV owners—urge people to call their
representatives in Congress to oppose "extreme fuel mandates." The states are
Arkansas, Delaware, Idaho, Louisiana, Minnesota, Montana, Nebraska, North
Dakota, Pennsylvania, and Wisconsin.
Green Measures
Environmental groups like the Sierra Club and the Union of Concerned
Scientists are speaking out against the campaign, which they say is dangerously
misleading to consumers. "This misinformation campaign is akin to a drug pusher
telling people that cutting their addiction is bad for their health," says David
Friedman, research director for the Union of Concerned Scientists’ clean
vehicles program. "The automakers are looking into the rearview mirror to
another era when we need to be moving forward."
Because incorporating fuel-efficiency measures into their fleets is more
expensive for automakers, they have long advocated other measures including
biofuel production and flexible-fuel vehicle production, with controversial
results (see BusinessWeek.com, 3/28/07, "The
Dirty Secret About Clean Cars"). But now lawmakers, particularly Democrats
in Congress, are pushing for tougher fuel-efficiency standards, hoping to pass
the first major change in decades.
The Senate will vote in mid-June on a bill that would require automakers to
raise fuel economy 40% to a fleetwide average of 35 miles per gallon for
passenger cars and light trucks by 2020; the House is working on a separate fuel
economy bill; and President Bush has called for 4% average annual fuel
economy—increases that automakers call "unattainable."
In 1975, Congress required automakers to boost fuel economy for cars from 13
mpg to 27.5 mpg in 10 years. Congress hasn’t adopted a fuel economy increase
since that ruling.
Targeted Demographic
Truck-driving farmers aren’t the only target audience for the ads; another
radio ad appeals to the so-called soccer mom demographic. "To meet new fuel
economy standards, the automakers are going to be forced to make smaller and
smaller cars," says a woman to her friend in another radio ad, over the sound of
children playing. "Why can’t they let me make the choice?" replies the friend.
"I’m all for better fuel economy, but safety is my first concern."
The AAM launched a Web site (www.drivecongress.com) to accompany the
campaign, which offers a toll-free phone number and e-mail links for users to
contact members of Congress and voice opposition to fuel economy standards.
The AAM could not be reached for comment on May 25 due to the Memorial Day
holiday. A spokesman for Ford confirmed that all nine car companies represented
by the AAM are "on board" with the advertising campaign, and deferred comment to
that organization.
It’s unclear how Americans will respond to the campaign. There are signs that
the SUV demand remains resilient despite surging gas prices. While small cars,
as a percentage of new car purchases, increased from 21.5% in 2000 to 31.8% so
far this year, luxury SUV sales went from 27% to 28%. Some Americans, it seems,
remain hooked on big cars. That is certainly the population automakers want to
reach with their advertising campaign.

分类标签：Cars
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