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December 18, 2007 9:55 AM PST

Would you pay more for a greener car?

Posted by Laura Burstein
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Consumers won't pay more for cars that would meet new, stricter emissions standards.

That was the message sent last week by Susan Docherty, Western Region general manager of General Motors, as a handful of automotive journalists (including yours truly) sat scattered at a very large table in a private room in the back of one of Santa Monica's poshest hotel restaurants during a GM-sponsored holiday dinner.

The proclamation erupted out of a somewhat heated debate with one of the print journalists at the table, sparked in part by news that a U.S. District Judge had dismissed a lawsuit filed by automakers over a California law that would require car manufacturers to reduce new car emissions over the next several years.

The statement was especially curious coming from someone who had worked for one of the most expensive automotive brands in the U.S. Prior to her previous position, Docherty worked as head of marketing and sales for Hummer. According to her biography, her launch of the H3 increased Hummer's sales by more than 70 percent. If there are obviously plenty of people who will pay more than $30,000 for SUVs that get 13 miles per gallon in the city, why wouldn't there be a market for a $30,000 midsize car that gets 40 miles per gallon (or better)?

Some of us aren't so quick to underestimate the increasing savvy of the American consumer. While there are still people who will buy the biggest vehicles they can afford without regard to long-term consequences, the average car buyer is getting smarter. Even putting questions of social responsibility aside, basic economics tell us that the financial implication of buying a car goes far beyond the sticker price; it's about the overall cost of ownership. And we think you get that.

What do you think?

Laura Burstein is a freelance automotive and technology journalist, covering news and events ranging from auto shows to Formula One races. She is a member of the CNET Blog Network, and is not an employee of CNET. Disclosure.
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Add a Comment (Log in or register) 24 comments
by rcrusoe December 18, 2007 12:49 PM PST
What's a "greener car"? In years past , better fuel economy has meant lighter weight, more dangerous cars. Part of the appeal of today's SUVs is safety.

I've attended funerals of friends who would likely be alive today, if they had had not been driving an "economy car". (My opinion, and that of the investigating police officer)

If the auto industry can produce a car of the same size, weight, and performance of todays mid sized cars, AND get better milage, that might be worth a few more dollars.

But if they have to downsize the vehicles, and reduce weight (& therefore safety) to achieve these goals forget it. I won't put my family in one.
Reply to this comment
by Joe Real December 18, 2007 1:31 PM PST
So we all should be in an arms race towards the biggest meanest vehicle in the freeway in order to be safe, the environment and costs be damned?

How about we charge a "SAFETY" tax to heavy vehicles that takes a disproportionate amount of wear and tear on the freeway and a very unfair advantage when it comes to safety, to make it fair. Something like a SAFETY SURCHARGE tax depending on gross weight of the vehicle. That SAFETY Surcharge tax should be equal to average lost expenses of those who die in the lighter cars.

If not, then let the world burn to fuel the heaviest vehicle that I can use and better watch out not to collide with mine. There are no more civilized humans anymore.
by ahoevenaars December 18, 2007 1:46 PM PST
The biggest reason small cars are considered ?unsafe? in America is because of their relative size to the other cars on the road. If my Honda Fit collided with a Hummer, of course the other driver would be better off than myself. But if we both drove a smaller car, each of our cars would be safer. Few European drivers would consider their small hatchback unsafe, because the other cars on the road aren?t capable of running them over like the SUV?s in America are. In my opinion, we need to change our definition of what a safe car is, from what is safe for ourselves to what is safe for everyone.

If everyone drove a smaller car, we would decrease our dependence on foreign oil AND make our roads safer.
by traker1 December 19, 2007 12:09 PM PST
In years past, my lighter more efficient car was safe because big SUV were not out to get me. Good old self interest! Your safe at my cost! Thanks for caring.
by Nomikos2112 July 14, 2008 1:13 PM PDT
I happen to agree with your premise. I too have a family and would not want my children in a car that would crumble at the thought of accidental inpact. I do however have a solution. The solution is not neccessarily my own I do however agree with it and I will perpetuate it. The solution is simple. Convert Existing mid to large size cars from Fuel burning to Electric. I have researched this and I finally laid it on the line. I am currently in the process of putting my money where my mouth is. I have ordered a conversion of an existing car. I am hoping to land a converted saab as I loved one that I owned in the past and I felt very safe in it. The beauty is that these cars cost the same or less than a new fuel burning model (in some cases). I found a reliable shop at www.convertedcars.com Great guys very intelligent and forward thinking. I looked at other web sites but most of them aren't actually selling cars. These guys are doing it! I even took one of their test model Electric motor bikes for a ride...very impressive. (I wish my wife would let me get an electric motorcycle). At any rate I agreee with you and there are other options. Grass roots will be forced to supplant the powers that be!
by Brak78102 December 18, 2007 12:58 PM PST
Car prices have exponentially crept up the last few decades anyway. It's not like we're not used to the price going up. As usual, it's a racket run by the Big Three. No, not that big three. I'm talking about Big Oil, Big Business, and Big Brother.
Reply to this comment
by Stephen Russell December 18, 2007 1:19 PM PST
When the consumer accepts less then you can get greener. Unfortunately we want it all, and we want it better then our neighbors.

Less translates to smaller, smaller, smallest in vehicles. How many cars do you see on the commute to work with only a single person in it? 95% or is the ratio higher?

If we are solo in our vehicle why do we need a boat?

Could we switch over to veggie powered diesel? Oh the horror to have more power in only a 4 banger.
Reply to this comment
by lagmonger December 18, 2007 1:27 PM PST
I sincerely discourage anyone reading this from living in a state of paranoia like the poster rcrusoe. I personally have never known anyone who was killed by riding in a small car. The odds of this happening to anyone are incredibly slim.
The fact is that one of the most effective ways of improving fuel economy is reducing the weight of vehicles. With a lighter vehicle the engine isn't being asked to move as much mass, therefore it doesn't need to consume as much gas. This helps to explain why 2+ ton SUVs get 12 miles per gallon; that and their brick-like shape.
Another important point is that a light car does not necessarily mean an unsafe car. There are standards that all cars have to pass, but safety can always be improved. This might require some of that extra money discussed in the article. Formula 1 cars barely crack 1000 pounds, yet drivers walk away from 200 mph impacts.
If we could get some of the tanks off the road, small cars would be even safer since they wouldn't have to compete against gargantuan vehicles piloted by oblivious soccer moms. Instead of making the problem worse by purchasing a huge vehicle to stay "safe" why not help the issue and buy a small car that will be safe for everyone around you, and in almost every case, perfectly safe for the occupants as well.
I once saw an accident between a Mini and a Suburban, the biggest mismatch possible. The Mini had some front end damage. The rollover prone Suburban was on its side. Which vehicle is really safer?
Reply to this comment
by heathertml December 19, 2007 11:47 AM PST
Nice post wrecked by a sexist reference to women who drive their children to sporting activities.
by bjwhaw December 18, 2007 1:29 PM PST
Of course people will pay more for better gas milage (or what ever energy to mile ratio). Tell somebody that if you fill up once a week in Model X, you will only have to fill up once a month in Model Y, but Model Y costs a wee bit more. I will bet that person only hears that in Model Y they only have to fill up once a month. The truth is along as there is value, people will pay. Look at leather interior versus vinyl. Leather costs more, but the value is in durability. People really do understand value.
Reply to this comment
by Joe Real December 18, 2007 1:38 PM PST
There should be a HAZARD tax to heavier vehicles because they are the menace to the road at the expense of lighter vehicles. We want to prevent a SAFETY arms race and one way to curb that is to impose the HAZARD tax depending on weight of vehicle. The heavier the vehicle, the bigger the tax. Anyway the HAZARDS of heavy vehicles include danger to lighter cars, by virtue of laws of Physics, the bigger the vehicle is, the more is its killing power. The fuel economy is worst and it costs the environment more. The heavier vehicles also wear out the road more and eats more resources to benefit few people at the expense of many other people.
Reply to this comment
by William Crow December 18, 2007 8:09 PM PST
Yes, Joe Real, a HAZARD tax. Great idea! Everyone could make their own list of what they consider to be HAZARDS and have them taxed.
Isn't the idea of "green" and taxing unapproved activities and technology the same thing?
"Me! Me! My list next!" "Just wait your turn."
by William Crow December 18, 2007 1:51 PM PST
Good question...What is a greener car? I have found the advice from
ill-inforrmed. would-be environmentalists to be grossly misinformed on quite a number of issues. Which is greener, an SUV that is driven 10 miles a week, or a small 4 cylinder car, with a "save the earth" bumper sticker on the back, that is driven all around.
I've always driven a 4 cylinder car. But instead of considering myself to be "greener" - I don't drink that kool aid - I like the fact that I am simply saving money. Better my money in my pocket than going to a foreign, possibly hostile country and or the ever wasteful US government, in the form of taxes.
Its an old car, too, a 1991, so for those really interested in saving the Earth, I didn't waste unnecessary energy to manufacture something new. (Just tweaking the easily influenced here.)
As an aside, I'm sure the hyper-hip computer savvy readers of these columns whom belong to the Save the Earth crowd, will all boycott and refuse ownership of the new power hungry flat screen TVs.
My understanding is that the TV that uses the least energy is a small, old style black and white unit. Limiting usage also reduces electricity consumption. Just driving an old car, and otherwise staying with the old unhip technology will put you into the environmental category you so desperately covet yet are unable to achieve.
I didn't really think you were interested in being "green" anyway.

Recommended movie: "The Lives of Others."
Reply to this comment
by suyts December 18, 2007 3:53 PM PST
All things being equal, sure. However, I don't purchase tools to make statements, I buy them for their value and functionality. Fuel economy is a factor. Durability, reliability, safety, and whether or not it can do the job well. For instance, I drive a pickup, not because I look cool in it,(I do)but because I often haul stuff. One can do that in a little shoe box. My wife drives a small 6 cylinder car. We live in a rural area so most of our driving is on the highway or interstate. Smaller 4 cylinder cars don't usually have the durability for constant highway speeds necessary for safe travel. So no, I wouldn't pay more just to be more "green".
Reply to this comment
by starbird2005 December 19, 2007 8:07 AM PST
We recently bought a VW Rabbit to replace a Subaru WRX. I did compare the Rabbit to a Civic Hybrid but the pay off in price between the two was $100 over 4 years assuming gas prices went up to $3.50 per gallon (as the civic cost 2-3 grand more). Anyway, the Rabbit was still a bit pricer than a ford fusion but got better gas milage and has a pretty good safety rating. According to our calculations we'll be saving $1000 in fuel costs in the first year and $400 in insurance premiums compared to the WRX which only got 18 mpg, so we did pay a bit extra for a greener car (plus its easier to park downtown and has plenty of room inside as long as you don't have much in the trunk).
Reply to this comment
by mrbean_jazz December 19, 2007 10:39 AM PST
I own a honda civic. I get 38 miles to the gallon. I looked at a civic hybrid. It gets about 48 miles per gallon. I did the math and discovered that the price difference between a new non-green friendly civic and new one was quite large. It would take over 5 years for the cost benefit of the green friendlier car to pay off in fuel costs. Being green friendly just isn't economical for a new college grad. I think my 38 mpgs is pretty green friendly compared to what everyone else on the road anyway.

Also, being green friendly really isn't all that green friendly anyway. Has anyone looked into all the EXTRA not-so-environmentally-friendly processes that go into making these new environmentally friendly cars. It all evens out in the end. I think discovery science did a special on it a while ago. Pretty interesting.
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by traker1 December 19, 2007 12:16 PM PST
People rarely figure in the indirect cost of non-green friendly. Global warming is changing our environment. Stronger storms in some areas, longer drought in others. In the end we will pay more for the products we buy, higher taxes and insurance rates to pay for the all the damage and flooding. Who is is going to buy out all the people living on the cost when the sea level is knocking on their door? We the tax payer will!
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by William Crow December 19, 2007 1:23 PM PST
Traker...I agree totally. I have previously posted in other blogs that we should endorse worldwide legislation mandating the moving of all mankind to at least 100 miles from coastlines worldwide. Enforced, of course, by the UN. The fact that this legislation will effect 95% of all people on earth doesn't really bother me. It must be done. After all, its for the "greater good."

Oh...by the way...the carbon dioxide glaciers on Mars are receding. (Think it through.)
by paulmerrill December 20, 2007 9:40 AM PST
Green is normally more expensive than non-green. The cost is more than in money - like when you are at a friends' Christmas party and you see everyone throwing away the glass bottles in the regular trash, what do you do? Stand out like a sore thumb and say, "Let's recycle that stuff!"?
Reply to this comment
by dougrun December 20, 2007 12:35 PM PST
yes, I'd pay for a light truck if it was electric/hybrid or fuel cell.
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by LFsigns December 27, 2007 9:35 AM PST
MPG isn't everything. On the subject of environmental impact, the Jeep TJ Wrangler is at the top of list of having the least impact, unlike those "so called" green hybrids with their batteries, high production costs, costs of recycling, etc.

In fact the link below says about hybrids, "...As Americans become increasingly interested in fuel economy and global warming, they are beginning to make choices about the vehicles they drive based on fuel economy and to a lesser degree emissions. But many of those choices aren't actually the best in terms of vehicle lifetime energy usage and the cost to society over the full lifetime of a car or truck."

Furthermore, they say:

The Top 10 most energy efficient vehicles over their lifetime:
1. Scion xB ($0.48 per mile)
2. Ford Escort (0.57 per mile)
3. Jeep Wrangler ($0.60 per mile)
4. Chevrolet Tracker ($0.69 per mile)
5. Toyota Echo ($0.70 per mile)
6. Saturn Ion ($0.71 per mile)
7. Hyundai Elantra ($0.72 per mile)
8. Dodge Neon ($0.73 per mile)
9. Toyota Corolla ($0.73 per mile)
10. Scion xA ($0.74 per mile)

Hybrid energy efficiency over their lifetime:
1. Honda Insight ($2.94 per mile)
2. Ford Escape Hybrid ($3.18 per mile)
3. Honda Civic Hybrid ($3.24 per mile)
4. Toyota Prius ($3.25 per mile)
5. Honda Accord Hybrid ($3.30 per mile)

http://cnwmr.com/nss-folder/automoti...%20VERSION.pdf
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by mycatranch January 30, 2008 8:07 PM PST
If I could afford it, yes, I would pay more for a car that consumes less gas. When I had to get some service work done on my gas guzzling Explorer, the loaner they gave me was a hybrid. It was a very sweet ride, complete with the new Sync in the dashboard. Although it was much smaller, and I could not fit any animals in the car along with my family, I was very impressed with the millage. Driving the same number of miles in one week that I normally would, I only had to fill the car's gas tank up once! But, when driving the same number of miles in an average week in my SUV I have to tank it up three times a week! Man, come to think of it, the money saved in gas consumption alone would make it more affordable to own a hybrid! Now, if only there was a hybrid capable of toting around a family of five plus a ton of rescue animals at the same time!

Sue =^..^=
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by gubber1 February 21, 2008 1:21 PM PST
Free 32GB ipod touch
http://tinyurl.com/yv8937
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by jon_dutch February 26, 2008 11:45 PM PST
well personally I would love it if VW would bring there Diesel powered Polo over here. The car gets real-world mileage numbers of 60+mpg. Since it doesn't look like that will happen though, there is an alternative, go electric. It doesn't even have to represent a premium as GM would leave you to believe. Think about it, most of our daily driving is withing a relatively small bubble. We go to work, the grocery, the gym, the movies and the house, right? So why do we need to accomplish this commute in a 4-wheeled tank? Buy yourself a Xebra from Zap (www.zapworld.com) and remove a great deal of the headaches from the problem. Heck, some businesses are even providing incentives to their employees for making environmentally conscious decisions like this!
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About Girl on Cars

Laura Burstein is a freelance automotive and technology journalist. She covers car news and events ranging from auto shows to Formula One races. Laura is a member of the Motor Press Guild and the BMW Car Club of America.

She is a member of the CNET Blog Network and is not an employee of CNET.

Disclosure.

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