EPA Energy Ads Mock Fuel-Efficient Cars

25 June 2004

New York Times. A new series of whimsical public service announcements from the Environmental Protection Agency are lampooning the notion that cars can be made more energy efficient while the ads encourage conservation at home.

A top E.P.A. official said the $1 million campaign was developed by a branch of the agency that specializes in energy-saving home appliances and was not intended to send a message about cars. But it comes at a time of heightened awareness of oil consumption and energy security, and despite the fact that many analysts say consumers can make their greatest single contribution to air quality when choosing a car.

D’oh! Conspiracy? No. Revealing oversight? Yes. That different branches within the EPA can have such divergent views of their mission, problem and solution is a management issue. It’s management’s task to make sure everyone is aligned. The ads also reveal a default mindset.

The ads underscore how far Washington has diverged from California and Canada on auto regulations. Last week, California released an initial draft of a plan to cut automotive emissions of global warming gases by nearly 30 percent, a strategy sharply different from that of the Bush administration, which has withdrawn from a global accord on curbing such emissions.

Canada also appears poised for tougher auto regulations. This week, ahead of national elections next week, the Conservative Party joined a call by other parties for a 25 percent increase in Canada’s fuel economy standards, which now mirror those of the United States.