Daniel McCabe

April 21, 2008

Despite the uncertainty about future emissions regulations, auto manufacturers are churning out ad campaigns that emphasize their commitments to the environment. Subaru runs an ad that shows wild animals roaming freely outside their Indiana assembly plant while Chevrolet devotes a significant portion of their home page to "Gas Friendly" and "Gas Free" innovations. While these companies make strong claims about their environmental practices, commentators are exposing potential contradictions and inconsistencies with the ads.

The Indiana assembly facility featured in Subaru's television commercial was the first American automotive facility which produces zero landfill waste. While the accomplishment is admirable, this is not the full picture. As pointed out by BloggingStocks, the plant only assembles vehicles and does little along the lines of raw manufacturing. While the plant itself produces no landfill waste, the suppliers of the requisite components probably cannot make such claims.

Various environmentalists also took aim at Subaru because, although their assembly process was environmentally sound, their final product still leaves much to be desired in terms of efficiency. People noted that although Subaru has made strides in one aspect, the company continues to exploit loop holes in regulations. Luckily for Subaru, there appears to be many more articles praising the company than there are postings that publicize its short comings.

Looking over the 2008 EPA Green Vehicle Guide, the manufacturer's spin on their different vehicle models becomes evident. The Subaru Outback is considered an "SUV" rather than a "station wagon", for EPA classification. The classification places the vehicle in a class shared by larger, less regulated vehicles. Similarly, though even less logical, the PT Cruiser is classified as an "SUV" if it has a hard top, but is considered a "small car" if it has a convertible top. Based on the EPA data, the style of roof has no effect on mileage, air pollutant score, or greenhouse gas score.

The advertising campaigns seem to play on the heart strings of a more environmentally conscious consumer base. As with organic and "natural" foods, consumers may try and base their purchasing decisions on their perception of what is better for the community and the earth. Although well intentioned, consumers may be doing more harm than good if they purchase a product that has been introduced under questionable pretenses.

For unbiased assistance in determining the most "green" vehicles (efficient and cleanest operating), the EPA website provides simple tools and tables that list important information. Consumer Reports has awarded the Toyota Prius the Top Pick in the "Green Car" category and praised the RAV4 for its fuel economy as the best small SUV.

Sources:

John DiPietro, An Auto Factory as "Green" as its Cars: Subaru "Zero Landfill Waste" Auto Plant Raises the Bar, Edmunds.com, http://www.edmunds.com/advice/buying/articles/124147/article.html (last visited Apr. 20, 2008).

Dan Orzech, At Clean Plant, It's Waste Not, Wired.com, available at http://www.wired.com/science/planetearth/news/2005/08/68448 (last visited Apr. 20, 2008).

Collin Dunn, Subaru's Green Manufacturing Pant; Comments, Treehugger.com, http://www.treehugger.com/files/2006/08/subarus_green_m.php (last visited Apr. 20, 2008).

Green Vehicle Guide, Environmental Protection Agency, 2008, available at http://www.epa.gov/greenvehicles/download/all_alpha_08.pdf.

Subaru Needs to Come Clean on the Green, Moneyadvisory.blogspot.com, available at http://moneyadvisory.blogspot.com/2007/05/subaru-needs-to-come-clean-on-green.html (last visited Apr. 20, 2008).

Greenwash of the Week: Subaru's Wildlife Parking Lot, Understory.ran.org, available at http://understory.ran.org/2007/08/08/greenwash-of-the-week-subarus-deer-park/ (last visited Apr. 20, 2008).

Green in a New York Minute, Blogs.consumerreports.org, http://blogs.consumerreports.org/cars/2008/03/subaru-green.html (last visited Apr. 20, 2008).

Tops Picks of 2008, Consumerreports.org , available at http://www.consumerreports.org/cro/cars/new-cars/news/2007/04/top-picks-for-2007-4-07/overview/0704_top-picks-2007.htm (last visited Apr. 20, 2008).