Market Demands Set Fuel Economy Record
By CAR lobbyist Jeremy Cottrell

With or without Hill-Terry, with or without Pelosi’s stance on fuel efficiency, federal estimates predict 2007 will set a record for highest “overall” fuel economy ever.

The rationale lies in ever-increasing technology and Americans continued focus and demand for vehicles that go further on a tank of gas. With second generation technologies in development, many manufacturers are improving upon existing product lines or looking to break ground on revolutionary technologies.

This informational report supports the theory that consumer demand is what shapes CAFE standards-versus government imposed mandates. Each manufacturer must examine an exacting annual plan for which products to keep, which products to improve, which products to discontinue, and what products to develop to anticipate future consumer demand.

The synergy between consumer demand and manufacturer production is a very fine union. Entire lines have virtually vanished as a result of not getting this chemistry perfected. Introducing government motivated mandates into the marketplace only serves to complicate matters.

Companies such as Toyota have succeeded in developing a significant portion of their line as hybrids, while many domestics have focused their investments on making E-85 compatible engines. Further, European auto makers have decided the future lies in clean diesel. What has the consumer decided? The answer is as premature as the energy technology developed.

As certain as the VHS tape gave way to the laser-disc, this was not a viable long-term solution. Rather, the DVD became the staple technology due to cost and consumer demand. Similarly, let’s not circumvent the marketplace process and mandate the laser-disc equivalent of vehicle fuel technology. Allow products to be studied, improved upon and inspire new generations of technology.

Mandating CAFE numbers is a short term solution to a long term change in society. Vehicles currently in the marketplace supersede those ten to fifteen years ago in regard to safety, luxury options, performance, fuel economy and emission standards…all without any input from Uncle Sam.