U.S. automakers revving up their green-image machine

Few companies are as eager to promote their eco-friendly message as Detroit's automakers.

Under attack by environmentalists who say they are making too many gas-guzzling trucks, they're selling hybrid and flex-fuel vehicles and working to bring other alternative forms of energy to the market.

Earlier this year, all three automakers joined the U.S. Climate Action Partnership, a group prodding the federal government to pass laws to require the mandatory reduction of greenhouse gases.

The automakers also are actively marketing themselves as environmentally responsible corporate citizens.

Ford advertised its Escape Hybrid SUV during a "Heal the Bay" event in Santa Monica, Calif., which it helped sponsor.

And its dealers are touting the ethanol capabilities of F-150 pickups.

Chrysler has been running ads since late spring that showcase several of its vehicles that can get 30 miles per gallon or more.

Not to be outdone, General Motors used the Live Earth concerts to debut its latest green marketing campaign. Its ads explain to consumers the differences among hybrids, fuel cells, ethanol and other forms of alternative energy.

"You have to be an educator," said Brent Dewar, GM's vice president of field sales, service and parts. "People are looking for information."

He should know. Dewar recently traveled to Janesville, Wis., where he answered questions about green automobiles in a chamber of commerce-style meeting.

GM, like many large companies, is devoting a growing portion of its advertising and marketing budget to green campaigns, Dewar said.

It created a splash last year by launching "Live green. Go yellow" advertisements touting its ethanol-capable flex-fuel vehicles.

GM uses a variety of avenues to promote its green messages, from traditional media to exhibits at NASCAR races and at Epcot, the Disney theme park.

The automaker also sponsors environmental meetings and the Mexican rock group Mana, whose lead singer is an environmentalist.

And this summer, GM took several of its flex-fuel vehicles on a cross-country tour.

While Detroit automakers' eco-friendly activities win praise from some environmentalists, some fault the companies for lobbying against the tougher of two proposals for new fuel-economy standards.

Also, automakers, including Toyota, are suing California over its plan to reduce auto emissions.

Dewar said GM supports higher fuel-economy standards but said disputes about how to achieve this can occur.

"We welcome the debate," he said. "We're very committed to being part of the solution."