What Shade Of ‘Green’ Vehicle Does America Want?

I was recently glancing through the Washington Post, when the headline, “Green Is In The Eye Of The Beholder,” caught my eye — mostly because I have been wondering a similar question question as of late: What, exactly, makes a vehicle “green?”

It seems there are as many answers as there are shades of green. But, ultimately, the question all automakers need to figure out the answer to — especially the Big Three in Detroit — is which variety of environmentally friendly vehicles do Americans really want?

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For some people, green equals miles per gallon. For them, smaller and lighter vehicles — or those with gasoline-electric hybrid engines — fit the bill. Fans of the new, cleaner, high MPG diesel vehicles fit here, too.

For others, it’s not green unless the vehicle uses an alternative (non petroleum-based) fuel or power source: electric, hydrogen, ethanol, natural gas, propane, biodiesel and the like. These drivers generally have a greater commitment to “driving green” and are willing to try new technologies, even if the initial cost is greater and the supply and selection of alternative vehicles and fuels are very limited.

There is yet another emerging category of environmentally aware American consumers, who look even deeper. This includes those who choose to park their vehicles and take mass transit when possible. It also includes those who consider factors such as the materials the vehicle is made of — are they recyclable or reusable? Are they made with less toxic raw materials, like the soy-based foam seat padding Ford uses in some of its vehicles?

All of the major automakers are searching for answers as new vehicle sales plummet in the bad economy. All are turning to some shade of “green vehicle” as their industry’s ticket to better sales and in Detroit’s case, the survival of the American auto industry. The stakes could not be higher for them, for us, and for the environment.

Image Credit: GM fuel cell vehicles on display at the 2007 Toronto International Auto Show from Mike Babcock’s Flickr Photostream under a Creative Commons License.

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