‘Flexing' Our Muscles for Flexible Fuel
June 5, 2007
BY Robert White
Harry Truman once asked, "How far would Moses have gone if he had taken a poll in Egypt?" Truman, the 33rd President of the United States, served our nation during a tumultuous time, but is today regarded by historians as a brilliant strategist with an appealing folksy manner.
It's critical to reach back in time for pearls of wisdom as we develop strategies to build upon the ethanol movement in the United States. At the Ethanol Promotion and Information Council (EPIC), we've made tremendous inroads raising consumer awareness of ethanol, as our public relations and marketing efforts continue to achieve success.
However, as is often the case, the devil is in the details. Growing ethanol demand in this country can't be achieved with a broad brush.
E85 is destined to play a critical role in our nation's long-term energy policy. For far too long, its role has been far less prominent than its benefits demand. It's been the frequent target of unbalanced media reports as lacking in fuel economy or availability.
These are the same media pundits who must be on an extremely long waiting list for their hydrogen-powered mopeds.
Change is in the air. We view E85 as "America's Flex Fuel." There are currently more than 6 million flexible fuel vehicles (FFVs) on U.S. roads today. More E85 pumps are being installed as automakers are rolling out more FFVs each year.
With an octane rating of 105, E85 is the highest performing fuel on the road today. It has the highest oxygen content of any available fuel allowing it to burn cleaner than conventional gasoline. E85 use results in a nearly 40 percent reduction in greenhouse gas emissions.
By 2030, it's estimated that more than 20 percent of all cars on the road will be FFVs. The research is clear: consumers want a choice and are willing to do more than in the past. If all of the FFVs on the road averaged 20,000 miles per year at 20 miles per gallon, they would consume 6 billion gallons of E85, consuming all of the ethanol the industry produced in 2006. Every untapped ethanol market is a potential E85 market. As ethanol flows into new markets for E10, the supply is automatically there for E85.
It's essential that we empower consumers. They can make a clear choice to benefit the environment and reduce U.S. dependence on foreign oil when in the market for a new vehicle. It should be a matter of pride and responsibility. It's the rollout of a commodity that should be as thrilling as any new product placed on the shelf for consumers. The message is clear: E85 may not be available at every station within your commute, but fill up when it's convenient. It can and will make a difference.
Henry Ford once said, "Obstacles are those frightful things you see when you take your eyes off the goal." This isn't a time to hunker down and wait for the rosy forecasts. In uncertain economic times, it's critical to take the proactive approach. We can't afford to view E85 as an afterthought, or a component of our movement whose time will eventually come. The critical message is that E85 is available now to meet clean air challenges and provide momentum in our quest for energy security in the United States.
We'll be meeting with fuel retailers, automakers and of course, our dedicated partners within the ethanol industry. Grassroots efforts will soon be underway in selected markets across the United States. We'll be reaching out to motorists to ensure that accurate E85 information is delivered in a timely manner. The success of this campaign is dependent on clearing the air about a cleaner renewable fuel. We're up to the challenge. It's time to start flexing our muscles for "America's Flex Fuel."
Robert White is the director of operations of the Ethanol Promotion and Information Council (EPIC). Reach him at rwhite@EPICinfo.org or (402) 932-0567.
It's critical to reach back in time for pearls of wisdom as we develop strategies to build upon the ethanol movement in the United States. At the Ethanol Promotion and Information Council (EPIC), we've made tremendous inroads raising consumer awareness of ethanol, as our public relations and marketing efforts continue to achieve success.
However, as is often the case, the devil is in the details. Growing ethanol demand in this country can't be achieved with a broad brush.
E85 is destined to play a critical role in our nation's long-term energy policy. For far too long, its role has been far less prominent than its benefits demand. It's been the frequent target of unbalanced media reports as lacking in fuel economy or availability.
These are the same media pundits who must be on an extremely long waiting list for their hydrogen-powered mopeds.
Change is in the air. We view E85 as "America's Flex Fuel." There are currently more than 6 million flexible fuel vehicles (FFVs) on U.S. roads today. More E85 pumps are being installed as automakers are rolling out more FFVs each year.
With an octane rating of 105, E85 is the highest performing fuel on the road today. It has the highest oxygen content of any available fuel allowing it to burn cleaner than conventional gasoline. E85 use results in a nearly 40 percent reduction in greenhouse gas emissions.
By 2030, it's estimated that more than 20 percent of all cars on the road will be FFVs. The research is clear: consumers want a choice and are willing to do more than in the past. If all of the FFVs on the road averaged 20,000 miles per year at 20 miles per gallon, they would consume 6 billion gallons of E85, consuming all of the ethanol the industry produced in 2006. Every untapped ethanol market is a potential E85 market. As ethanol flows into new markets for E10, the supply is automatically there for E85.
It's essential that we empower consumers. They can make a clear choice to benefit the environment and reduce U.S. dependence on foreign oil when in the market for a new vehicle. It should be a matter of pride and responsibility. It's the rollout of a commodity that should be as thrilling as any new product placed on the shelf for consumers. The message is clear: E85 may not be available at every station within your commute, but fill up when it's convenient. It can and will make a difference.
Henry Ford once said, "Obstacles are those frightful things you see when you take your eyes off the goal." This isn't a time to hunker down and wait for the rosy forecasts. In uncertain economic times, it's critical to take the proactive approach. We can't afford to view E85 as an afterthought, or a component of our movement whose time will eventually come. The critical message is that E85 is available now to meet clean air challenges and provide momentum in our quest for energy security in the United States.
We'll be meeting with fuel retailers, automakers and of course, our dedicated partners within the ethanol industry. Grassroots efforts will soon be underway in selected markets across the United States. We'll be reaching out to motorists to ensure that accurate E85 information is delivered in a timely manner. The success of this campaign is dependent on clearing the air about a cleaner renewable fuel. We're up to the challenge. It's time to start flexing our muscles for "America's Flex Fuel."
Robert White is the director of operations of the Ethanol Promotion and Information Council (EPIC). Reach him at rwhite@EPICinfo.org or (402) 932-0567.
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