• The Wall Steet Journal, Thursday, November 15, 2007 11:30 AM

With a new Chevrolet, a Lincoln with a super-efficient gasoline engine and a hybrid Dodge, car makers are heavily pushing the message that they will come up with cars that offer big improvements in fuel economy. But apart from their ad campaigns, the industry is fighting to block the tough new proposals for raising federal mileage standards. "They're definitely saying one thing to Congress and one thing to consumers," says Phyllis Cuttino, director of the Pew Campaign for Fuel Efficiency.

Notably, Toyota - often lauded its gas-electric hybrid technology, took out a full-page ad in USA Today to oppose new mileage standards. Most automakers reject the idea that their marketing and lobbying messages are at odds, but for years the industry flatly opposed any increases in federal fuel-efficiency rules. Now, they may be willing to accept higher standards, as long as they are separate for cars and trucks and allow adequate time to meet them, says Dave McCurdy, head of the Alliance of Automobile Manufacturers, a lobbying group.

However, GM CEO Rick Wagoner says standards Congress wants "don't look achievable" and Ford's Chief Executive claims the new regulatory approach to mileage is the most "market-distorting" policy he's ever seen.

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