WASHINGTON DC: The Alliance of Automobile Manufacturers recently launched “EcoDriving,” a national campaign intended to empower consumers on an individual basis to reduce fuel use and CO2 emissions. The Zeno Group and GMMB are aiding the effort.
The campaign, which is supported by Alliance members ranging from Porsche to Ford Motor Company, offers manufacturers an opportunity to show consumers they are part of the solution.
“With so many high profile manufacturers, they're using their [clout] to benefit consumers, and of course keep [them top of mind], when consumers want to buy new cars that are more fuel-efficient,” said Wade Newton, communications director for the Alliance.
The Alliance is building on an earlier campaign, EcoDrive, developed by members of the European Union, and is seeking to communicate with consumers through media outreach, events, and social networking, said Newton.
A key element of the campaign is the Alliance's informational Web site, which features a virtual road test game, EcoCalculator, and other educational tools. Individual manufactuers are promoting the campaign through internal communications mechanisms. For example, GM is adding campaign messaging to its 100th Anniversary social media activities.
EcoDriving has already garnered support from Colorado Gov. Bill Ritter and California Gov. Arnold Schwarzenegger, in addition to the Environmental Defense Fund.
Newton said the support of governors from red and blue states shows the issues' relevance beyond partisan issues, and has since received requests to participate from other states' officials.