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General Motor’s “Live Green Go Yellow” Campaign to Fuel the Ethanol Industry

February 13th, 2006

General Motor’s “Live Green Go Yellow” Campaign to Fuel the Ethanol Industry

Ethanol is made from corn

General Motors said that the “Live Green Go Yellow” campaign launched at Super Bowl XL is getting a lot of recognition at the Chicago Auto Show today.  In Chicago there will be several major buildings that will be illuminated in yellow lights during this auto show to remind people of their campaign. 

GM has also have made a personalized marketing effort in the streets in Chicago letting everyone know about the “Live Green Go Yellow” campaign by offering giveaways and having a major presence in the 2006 NASCAR Craftsman Truck Series and promotions with 2005 NASCAR Nextel Cup champion, Tony Stewart.


The “Live Green Go Yellow” campaign is intended to increase awareness of the alternative E85 fuel.  It is a mix of 85 percent ethanol which comes from corn.  By creating more demand for the product they hope that more fueling stations will ad the alternative fuel. Plus GM already has already manufactured 1.5 million vehicles with the E85 capability.  GM calls them FlexFuel Vehicles.  You need to check your car’s owners manual to make sure that it will support the 85 percent ethanol and gas mixture.  GM plans to install yellow gas caps during the assembly on some of their cars to remind people that they are able to fill their tanks with E85 gas too.


Not only does E85 burn cleaner than regular gas it also is cheaper.  Currently there are only 600 gas stations offering the E85 fuel.  This should change with the marketing efforts and the price conscious people.  There are also efforts for expansion for the E85 gas pumps at this time.  California only has 4 stations at the time of this writing, while New York had none.  If you live in the Midwest, E85 stations abound.  For all the pumps across the nation you can visit for an up-to-date list.

“GM is pursuing gasoline-savings solutions on many fronts on the way to our ultimate vision of hydrogen fuel cell-powered transportation,” said Elizabeth Lowery, GM vice president of environment and energy. “E85 ethanol burns cleaner than gasoline and is a renewable, domestic fuel that can enhance the nation’s economy and energy security.”


There are two big set backs for E85 fuel.  One is the lack of availability in the densely populated cities of New York and Los Angeles. The other set back is the cost of E85 needs to be lowered even more.  For example, if the regular gas is selling for $2.10 per gallon, the E85 would probably be priced at $1.55 per gallon.  This still is a discount over the regular gas but the E85 can burn more per gallon.  Some say between 10 – 15 percent more per gallon.  An increase in the number of people using the E85 will very likely lower the price considerably.

With the help of General Motors “Live Green Go Yellow” campaign we just might see the E85 fuel at every gas station across the country soon.

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By Nicole Wilson
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Copyright 2005 Best Syndication                                            Last Updated Saturday, July 10, 2010 09:47 PM