In September 2003, Cinergy Corp., a $4.4 billion Midwestern energy company, announced a voluntary program to reduce its greenhouse gas emissions by five percent below 2000 levels between 2010 and 2012. At that time it committed $21 million to spend on projects between 2004 and 2010 to achieve that goal.

Today the company announced the first fourteen projects, costing an estimated $3 million, in that program.

The projects include:

• Eight projects that will improve the efficiency of Cinergy’s electricity generating units

• Three renewable energy projects

• An energy conservation project in concert with a Cinergy customer

• A carbon sequestration project

• The purchase of five hybrid gasoline/electric energy vehicles (Priuses)

• A research project to analyze greenhouse gas emissions limitations and related technology

Cinergy is purchasing five Toyota Prius hybrid vehicles for its corporate fleet. The five Prius vehicles will emit an estimated 37,140 pounds less carbon dioxide annually than five standard vehicles in Cinergy’s corporate fleet.

The deliberate use and naming of the Prius is interesting. First, it makes complete sense for corporations who are looking to reduce their carbon emissions to turn to alternative fuel or hybrid vehicles. As remediation efforts go, this is practically a no-brainer. Swap out your cars and bingo! you’ve taken a bite out of your carbon load and reduced your fuel bill. I predict that an increasing number of companies will recognize that benefit and adopt similar—and perhaps even more aggressive—purchasing plans for hybrids.

In specifying the Prius, though, Cinergy seems to be angling for some additional benefit by association. After all, there are other hybrids on the market. And there is always the potential for CNG or E85 vehicles in the fleet. But the Prius has an unmistakeable—and highly recognized—green cachet. Smart move on Cinergy’s part and more confirmation of the tremendous marketing job Toyota has done in positioning itself.