Have You Had Your Fill?

By Ron Cogan, General Manager, GreenCar.com

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The times we live in are conflicted.

On one hand, it's clear that one of our major imperatives should be improving the air we breathe. It's no mystery that auto emissions represent one of the greatest contributors of mobile source air pollution, and decreasing tailpipe emissions can make a huge difference.

But how do we get there? Cleaner burning reformulated gasoline costs more than conventional gas. Alternative fuels come with a price premium. And hydrogen? We're not even close yet, although we are headed in the right direction. The common thread is that all positive steps toward cleaner burning fuels, and the vehicles that use them, come at a price. That's the challenge.

Call me curious, but who among us is comfortable paying more for a gallon of gas than we must? These days of record high gasoline prices drive this point home, with most drivers paying up to $1.85 per gallon at the pump with others in states like California and Hawaii paying $2.16 per gallon. Remember, this is an average.

The reality is somewhat tougher to take. If you fill up with premium grade gasoline in California these days, the tab is likely to be as high as $2.55 per gallon and heading upward as the summer driving season is in full gear. Try filling up a 20 gallon gas tank and sticker shock sets in as the numbers flash past $50.00.

And so, the conflict. We need cleaner burning fuels...but they come at greater cost. Making the case for these fuels in the midst of record-high gas prices is a tough sell. But sell it we must if we're to continue making progress in our historic battle with smog.

Amazingly, Bill Ford Jr. stepped out even farther on that limb in recent months when he said he'd favor higher fuel taxes in exchange for substantial incentives toward hybrid vehicle purchases. Such a move would encourage people to buy significantly larger numbers of high fuel economy, extremely low emission hybrid vehicles. In turn, this would encourage automakers to increase their investment in these vehicles and ramp up hybrid manufacturing and marketing efforts. With increased advertising and promotion, ever greater numbers of new car buyers will come to understand the substantial benefits that hybrids can bring.

We have actively battled smog for more than three decades. Yet, more than 136 million Americans - half the country's population - now live in areas with unhealthful air quality. It's more important now than ever that we continue the fight to decrease tailpipe emissions, increase auto efficiencies, and improve air quality; even if this does come at a cost. It's an investment in our future.