Most liked posts in thread: Fed Regulators propose a a new fuel economy label

Interesting, at least to me, commentary on this subject in this weeks AutoExtremist column.

 

A survey released this week suggests that revised fuel economy labels proposed by federal regulators will confuse many likely car buyers -- and will emphasize the wrong information.

The branding strategy firm Siegel+Gale performed an independent online survey of 456 people over the age of 18 who intended to buy a car in the next three years. Founder Alan Siegel told Automotive News that the survey was not directly requested but has been sent to the EPA and National Highway Traffic Safety Administration during the ongoing public comment period.

The EPA and NHTSA are redesigning the fuel economy label posted on the window sticker of all new cars and light-duty trucks to reflect the increasing number of alternative-fuel vehicles in the U.S. market.

The goal is to provide a comprehensive but understandable label and encourage customers to consider more fuel-efficient, environmentally friendly vehicles. The proposed new label comes in two main designs:

• The vertical version emphasizes a letter grade indicating the vehicle's comparative fuel economy.

• The horizontal version emphasizes a vehicle's fuel efficiency and emissions ratings.

Both versions also offer a QR code sticker -- a symbol that can be read by a smart phone -- for comparison with other vehicles.

While 66 percent of the survey respondents preferred the horizontal version, most respondents found some elements of both confusing. The vertical version confused 47 percent of respondents and the horizontal 38 percent. These percentages were only based on whether people perceived they understood the labels.

The survey also quizzed respondents on the terminology used on the labels.

Respondents were confused about the meaning of phrases such as miles per gallon equivalent (MPGe) -- 69 percent got it wrong with the vertical label and 62 percent with the horizontal version. Only about half of the people understood the reason for the letter grade on the vertical label. Respondents were also confused by the purpose of the smart-phone sticker.

Among the respondents, about 12 percent said they were “not eco-minded at all,” and 70 percent said they were eco-minded only if the pricing of the green options were similar to their gas-powered counterparts.

Respondents ranked annual fuel costs and fuel savings over five years as top considerations.

Low emissions and the type of car -- electric, hybrid or alternative fuel -- ranked last. Among consumers who viewed the horizontal version, 44 percent ranked mpg as the most important information labeled, and only 6 percent said greenhouse emissions were most important.

“The recommendations are simple: Scrap the vertical label, lose the letter grade and emphasize the mpg and cost of owning the vehicle,” Siegel said in a statement. “If the EPA takes these steps, it may be successful in increasing the number of fuel-efficient vehicles on the road and communicating clearly with consumers.”

Regulators will choose a final version of the label after the public comment period concludes at the end of November. The current label, which has been revised several times over its 30-year history, focuses on fuel economy values and annual fuel cost projections.

The EPA said it will respond to feedback after the public comment period.


Read more: New fuel-economy labels will baffle buyers, survey says

 

I agree but we have to keep in mind that according to the National Center for Education Statistics the average adult in the U.S. reads between the 8th and 9th grade reading levels.

 

PRESS RELEASE: EPA, DOT Unveil the Next Generation of Fuel Economy Labels

New information underscores increased efficiency, fuel savings achieved with the Obama Administration's historic national car rule

WASHINGTON – The U.S. Department of Transportation and the U.S. Environmental Protection Agency today are unveiling new fuel economy labels that will help consumers take advantage of the increased efficiency standards achieved under the Obama Administration that will save families money at the pump starting this year. The new labels, which are the most dramatic overhaul to fuel economy labels since the program began more than 30 years ago, will provide more comprehensive fuel efficiency information, including estimated annual fuel costs, savings, as well as information on each vehicle's environmental impact. The new labels underscore the benefits of the historic, bipartisan passenger car and truck fuel economy rule adopted under this administration by the EPA and DOT in 2010.

These improvements will give consumers better, more complete information to consider when purchasing new vehicles that are covered by the increased fuel economy standards. Starting with model year 2013, the improved fuel economy labels will be required to be affixed to all new passenger cars and trucks – both conventional gasoline powered and "next generation" cars, such as plug-in hybrids and electric vehicles.

Upon taking office, President Obama directed DOT and EPA to prioritize the development of new fuel efficiency and greenhouse gas emissions standards, resulting in the historic standards that will be represented by these new labels. This is the latest step in EPA's and DOT's joint efforts to improve the fuel economy and environmental performance of vehicles and to provide consumers with useful information to inform their purchasing decisions.

The 2010 fuel economy rule, developed with input from major automakers, environmental groups, and the states, will dramatically increase the energy efficiency of cars and trucks built in model years 2012 through 2016, saving 1.8 billion barrels of oil over the life of the program and the average consumer $3,000 in fuel costs.

In July, the administration plans to finalize the first-ever national fuel economy and greenhouse gas emission standards for commercial trucks, vans and buses built in 2014 to 2018. These standards are expected to save hundreds of millions of barrels of oil over the life of these vehicles and promote the development and deployment of alternative fuels, including natural gas. The administration is also developing the next generation of joint fuel economy/greenhouse gas emission standards for model year 2017-2025 passenger vehicles and expects to announce the proposal in September 2011.

The new labels announced today will help consumers take advantage of the new, more energy efficient fleet, allowing them to save money at the pump. Consumers will see the new labels in showrooms early next year, when 2013 models begin arriving. Automakers may also voluntarily adopt the new labels earlier for model year 2012 vehicles.

"President Obama's work to shape a Clean Cars program is fostering a marketplace of cutting-edge American vehicles that are more fuel efficient than ever before. The EPA and DOT are creating a new generation of fuel economy labels to meet the needs of a new generation of innovative cars," said EPA Administrator Lisa P. Jackson. "Today's car buyers want the best possible information about which cars on the lot offer the greatest fuel economy and the best environmental performance. The new labels provide comprehensive information to American car buyers, helping them make a choice that will save money at the gas pump and prevent pollution in the air we breathe."

"Our new fuel economy and environmental labels are a win for automobile consumers and for the nation's energy independence," said U.S. Transportation Secretary Ray LaHood. "These labels will provide consumers with up front information about a vehicle's fuel costs and savings so that they can make informed decisions when purchasing a new car."

Broadcast quality video and audio of Administrator Jackson discussing today's fuel economy label announcement is available for download at: 05/25/2011: EPA, DOT Unveil the Next Generation of Fuel Economy Labels

The new labels will for the first time provide:

• New ways to compare energy use and cost between new-technology cars that use electricity and conventional cars that are gasoline-powered.

• Useful estimates on how much consumers will save or spend on fuel over the next five years compared to the average new vehicle.

• Easy-to-read ratings of how a model compares to all others for smog emissions and emissions of pollution that contribute to climate change.

• An estimate of how much fuel or electricity it takes to drive 100 miles.

• Information on the driving range and charging time of an electric vehicle.

• A QR Code that will allow users of smartphones to access online information about how various models compare on fuel economy and other environmental and energy factors. This tool will also allow consumers to enter information about their typical commutes and driving behavior in order to get a more precise estimate of fuel costs and savings.

The new labels are required by the Energy Independence and Security Act of 2007.

Consumers can get more information about the new label at: Fuel Economy.

More information on the new label can be found at: Fuel Economy and Environment Labels | US EPA and Fuel Economy | National Highway Traffic Safety Administration (NHTSA) .