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Business Brokerage General Motors Corp., which sells the gas-gobbling Hummer, urges Americans to "Get Green" on a special Web site and is producing advertising campaigns trumpeting hydrogen fuel and gas-electric hybrid vehicles.

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Forex Broker Ford Motor Co., with the poorest average fuel economy of any major automaker, markets its new hybrid sport-utility vehicle in Mother Jones and other politically left magazines and has planted energy-saving grass on the roof of its newest truck plant.

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Online Brokerage After years of pushing power and performance, the U.S. auto industry has begun to view conservation as a marketable quality. But the companies are stepping cautiously, and so far, the green marketing is far outpacing the manufacturing of energy-efficient vehicles.

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Real Estate Broker Environmental activists say they are encouraged, if not yet convinced. "The carmakers are definitely talking the environmental line a lot more," said Jennifer Krill of the Rainforest Action Network in San Francisco. While such marketing is "a sign of optimism," she said, "we still don't see the environmental products coming off the assembly line."

Luxury automaker Lexus is set to break new ground this year when it whisks the covers off the new Lexus GS450h, the first hybrid luxury sedan. friendliness. The hybrid sedan will be available in rear wheel drive and will be powered by electric motor mated to a 3. 60 miles in 5.2 seconds. As a hybrid vehicle, the GS450h offers stellar fuel economy up to 25mpg in the city and 28mpg on the highway.

Agency Brokerage Spark And for all the talk of change, the U.S. market continues to be dominated by power and style. The Chrysler Group has made far less noise about its green technologies, which include small electric "neighborhood vehicles" as well as super-efficient diesel engines. But Chrysler is also the only one of the Big Three automakers to gain market share over the past few months, thanks to its powerful "hemi" engines, racy Dodge Magnum wagon and big-grille 300 sedan.

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Business Broker Still, Detroit is moving to respond to the success of Toyota's popular Prius hybrid and the realization that higher gasoline prices are here to stay. The automakers believe Americans finally seem willing to pay for alternative technologies that have long been confined to the laboratory or test track.

Brokerage Account In its push, GM has gone nationwide with ads for two new hybrid pickup trucks. But the modified Chevy Silverado and GMC Sierra are available in only a few markets in Florida and western states, and the company expects to sell a mere 1,500 in the coming year, said Kenneth C. Stewart, marketing director for new ventures. What's more, the trucks are only "mild" hybrids: they do not have electric drive trains, and their batteries extend gas mileage by only about 10 percent.

Stock Broker Ford is building about 20,000 of its new Escape hybrid SUVs in the coming year, while demand is far higher. At the same time, Ford will sell nearly 10 times as many ordinary Escapes, which get half the gas mileage. The company's overwhelming reliance on truck sales helps drag its overall fuel economy rating below that of any other major automaker, to 18.8 miles per gallon last year, according to the Environmental Protection Agency.

Brokerage Online Stock Trading Some environmental groups consider William Clay Ford Jr., Ford's chief executive, to be the executive most likely to push for change at the company. Environment-friendly marketing "is an outstanding business opportunity that ultimately will give us a competitive advantage," Ford said in a recent speech at the U.S. Chamber of Commerce in Washington.

Broker Justin Ticket It was his initiative to convert an aging truck plant in Dearborn, Mich., into a model of green manufacturing, with a grass roof and other innovations to cut energy use and pollution. "Being green is also saving us money," Ford said at the recent Chamber speech. He also proclaimed that "I believe the 100-year reign of the gas-powered internal combustion engine will come to an end within our lifetime."

Real Estate Brokerage The Sierra Club has singled Ford out for criticism "because he gets it -- he gets the relationship between the environment and competitiveness," said David Hamilton, who directs the club's global warming and energy program. "Ford continues to move, so we continue to push them."

Commodity Broker Now the pace of change is speeding up. California, which accounts for more than 12 percent of all vehicles sold in the United States, recently passed a greenhouse gas emissions law that would force automakers to improve gas mileage by nearly 30 percent over the next few years. Several other states are considering similar action, as is Canada.

Brokerage House There's also the competitive pressure from Toyota, which has passed Ford as the world's second-biggest automaker and gained enormous environmental stature from the Prius.

Real Estate Broker Exam "The world is changing in the automotive business," said Jacquelyn A. Ottman, whose J. Ottman Consulting Inc. in New York urges companies to adopt ecological marketing practices.

Brokerage Services Toyota has done a good job of painting itself green, she said, while still making lots of big SUVs and pickups with average fuel economy only slightly better than that of Ford's comparable products. Detroit's automakers can't stand by and let Toyota get all the credit, Ottman said, which is why they've started marketing themselves as environmentally sensitive. "It's like every once in awhile reminding your wife you're the loving husband, so you show up with some flowers," she said. "It's just a legitimate form of corporate communication to let people know that they're working on these technologies."

Broker Live Ticket GM has launched ad campaigns in newspapers and magazines and on television, radio and the Internet to tout not only its hybrid trucks, under the tag line "Hybrid Power to the People," but also its work on hydrogen technology. Like other car companies, GM is developing fuel cells that generate electricity from hydrogen, producing water vapor but no pollution. Earlier this month, GM and Shell Hydrogen opened the nation's first public hydrogen fuel pumping station on Benning Road NE in the District, aimed at demonstrating the concept to members of Congress.

Online Brokerage Firm Hydrogen power is years away from widespread use, if not decades, but GM believes the public wants to know more about such new technologies, Stewart said.

Security Broker Dealer "Consumers are just a little bit more interested overall" in alternative technologies, he said. "We feel as a leader we've got to make sure we get the word out on our leadership capabilities with technology. . . . There is more visible marketing now that's taking place."

Coldwell Banker Residential GM is supplying diesel-electric hybrid engines for buses in Seattle, and holding events in cities nationwide where lawmakers and journalists can try out new GM technologies. But the company isn't going to rush out products just because people like the Prius, Stewart said; GM is interested only in ventures that can appeal to a mass market.

Freight Broker The hybrid phenomenon "is gaining in importance," he said, "but if you add up all hybrid sales last year it was less than half a percent of the industry overall."

Freight Brokerage By Greg Schneider
Washington Post - 11/29/2004

Topic: Transportation

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