When executives from West Coast biodiesel producer Imperium Renewables first approached the producers of MTV's "Pimp My Ride" television show last fall it may have seemed like an unlikely partnership between two very different entities in very different markets. However, the outcome-an 800 horsepower biodiesel-powered 1965 Chevrolet Impala that gets 25 miles to the gallon-has proved that the two were perfectly matched.

Just as it is Imperium's goal to educate American consumers about the benefits of biodiesel-especially younger drivers between 18 and 24 years old-MTV's year-long campaign, "Break The Addiction," charges young people to make everyday choices to help curb the impact of global climate change and preserve the environment. With the help of diesel engine conversions expert Jonathan Goodwin and Galpin Auto Sports in Southern California, Imperium and MTV were able to create the ideal "Green Machine" from an American classic.

"This car set a new standard and even impressed me as far as what it could do and what it could achieve," said Goodwin, who owns a business that specializes in converting GMC Hummers to diesel so they can run on alternative fuels. "The owner of the car is actually a friend of mine and he had rap star and hip hop singer Dr. Dre offer $250,000 for it. I know General Motors was interested in it, as well as Galpin Auto Sports, my company SAE Energy, and Imperium was also interested in purchasing the car."

The idea began with Martin Tobias, CEO of Imperium, who decided he wanted a new biodiesel-powered car but was irritated with how little selection exists in the United States and decided to try and build his dream car. "What I wanted was an American muscle car with tire-burning acceleration and all the great 1960s American muscle car stuff, but with a diesel engine in it that can run on 100 percent biodiesel," Tobias said. He proposed the idea of building the car to the "Pimp My Ride" producers, who automatically loved it.

The majority of the filming for the show took place in Galpin Auto Sports' garage, but there were portions shot at Imperium's refinery in Seattle, as well as the nearby canola fields that supply the plant for its biodiesel production, Tobias said. Imperium's flagship biodiesel refinery is slated to begin producing in July in Grays Harbor, Wash. The 100 MMgy facility will be the largest biodiesel plant in the country. The episode will also feature a drag race at Pomona Raceway between the upgraded Impala and a Lamborghini. California Gov. Arnold Schwarzenegger attended the race.

As a result of the project, Tobias and the Schwarzenegger have entered negotiations with Goodwin to convert their own vehicles-Tobias' brand new Cadillac Escalade EXT and a 1987 Jeep Grand Wagoneer for Gov. Schwarzenegger. Both projects are scheduled to be completed this summer. Goodwin has also received interest from the Discovery Channel, which may begin filming a television series based on the technologies developed by his company, SAE Energy.

For Tobias, the partnership represents the expansion of the renewable fuels industry overall. "We hope the industry grows and adds new customers from all walks of life and this is part of our work to make that happen," Tobias said. "What the National Biodiesel Board does with the big fleets and the National Trucking Association is important, but I also think work with consumers is important as well."

The Earth Day "Pimp My Ride" episode can be viewed on MTV on Sunday, April 22, at 1 p.m. ET/PT and will also air on MTV2 And MTV Tr3s.

Lindsey Irwin is a Biodiesel Magazine staff writer. Reach her at lirwin@bbibiofuels.com or (701) 746-8385.

Posted: 1:36 p.m. CDT Friday, April 13, 2007