• Brandweek, Tuesday, July 11, 2006 12:30 PM

General Motors has turned to the state of Indiana to help it market its so-called "flexible fuel vehicles," or ffvs, as the company calls them. To gain awareness of the vehicles and the company's "Live Green, Go Yellow" campaign, GM has given several ffvs to state government officials, including a Chevy Tahoe bearing the name of Indiana Lt. Gov. Becky Skillman. Perched in a parking space next to the statehouse, the black SUV is covered in "Live Green" marketing tattoos, shouting "flex-fuel," "E85 ethanol" and "Live Green, Go Yellow." The goal is to not only to attract attention, but to inform current ffv owners of what kind of fuel their cars can run on. This fall, GM will supplement the campaign with a mailing to ffv owners, letting them know that, yes, they own a car or truck that can run on both gasoline or something considered more environmentally appealing, like the ethanol-based E85. "We will mail them a form and on that form is an offer to come into their local dealer and get a yellow gas cap and a badge for their vehicle that says they are driving a flexible fuel vehicle," said Bob Kraut, director, GM brand marketing. The forms will go to both fleet and private vehicle owners, he said. Part of the effort is to give the ffvs owners the same sense of social consciousness credibility claimed by hybrid owners, who tend to feel they are helping the environment by their driving choice.

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