An environmental grade for cars soon?

Will consumers only by A's?

Does the environment drive consumers?

The Department of Energy and the EPA want to update the fuel economy stickers currently provided for car consumers. In addition to the current fuel economy estimates and yearly fueling costs, the government wants to provide an A+ through D environmental score beginning in 2012 according to reports.

Will such an environmental report card change consumer preferences?

For some consumers, I’m sure that the such a grading system will affect their choice. Likewise, another segment of consumers might be mildly influenced by the grading system. Nonetheless, I doubt the impact of such a system on real change in consumer choice.

In the end it seems consumers are motivated first by preference, then by cost. Ultimately, I doubt an A+ government sticker is going to move consumers to change their preferences or spend more money to get an A. It seems to me that consumers will easily go green, as long – and only as long – as its the most cost-effective choice.