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The Explorer Has to Go

June 26, 2008

Posted by Phil Gutis in Green Enterprise , Living Sustainably , Moving Beyond Oil , The Media and the Environment

Tags:

adage, explorer, ford, honda, neanderthals, woolymammoths

I'll admit it. There's a Ford Explorer towering over the Honda Civic hybrid in our driveway. A gas-guzzling monster of an SUV that my husband inherited years ago. But it will not be there much longer.

Yep, rising gas prices and increasing embarrassment at owning one of the dinosaurs led us to a decision just last week that the Explorer has to go. We're still fighting about what to buy next but given the state of the American car industry, I can pretty much guarantee that it won't be a car from Detroit.

As I've previously written, I'm a big fan of voting with my dollars and I'm way too angry at American car makers to vote for them anytime soon.

That's why I shouted out a big silent "YES" when I saw the editorial in the June 10th issue of Advertising Age titled "A Proactive Detroit Could Have Owned Green Market." (I would have been more verbal but folks tend to look at you a bit oddly when you start shouting on a crowded airplane.)

Now I don't know how long Ad Age has held this position and one can imagine that the magazine has previously supported the actions of some of the biggest advertisers on the planet but the editors now seem firmly in the green camp.

"You'd think Detroit would have learned a lesson back in the 70s," the magazine writes. "It doesn't take an economic historian to remember how Japanese imports got a toehold during the last years of fuel crisis in the states."

In fairness, the editors do point out "that gas-guzzling SUVs weren't driving themselves out of the dealership." And they note that the industry defends itself by saying "they were just giving US consumers what they wanted." (And I will admit that our current SUV isn't the first one we've owned. The first car I actually bought was also an Explorer but that's been gone for years now replaced by the aforementioned Honda Civic Hybrid that I love.)

I also love how the Ad Age editors drive their point home.

"Trucks and SUVs have been one of the few strong areas for General Motors and Ford in the past year," they write. "But it puts us in mind of a group of Neanderthals stumbling across one last herd of wooly mammoths and figuring, 'Hey, we're going to survive after all.'"

Amen. Sorry Detroit, I'll be voting for a more enlightened group of automakers with this upcoming car purchase. But I do believe in evolution so maybe the American car industry will surprise me in a couple of years and I'll reconsider.

But something tells me not to hold my breath.

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