Introduction    

   This project is designed to introduce the American consumer to ethanol fuel vehicles as an alternative to traditional petroleum based vehicles. The project is a multi-stage transition which will require creation of innovative vehicle designs, integration of the idea into the consumer thought via target marketing, and encourage technological sustainability by encouraging greater advancements based on consumer demand. The end result of the project will change the way consumers view transportation and release the automobile industry from the confines of petroleum based performance limitations due to emission restrictions.

Current Status

     Currently there are hundreds of vehicles utilizing ethanol as the main propulsion including E85 vehicles, which utilize an 85% ethanol fuel mixture. The popularity of the vehicle brands and models as demonstrated by purchase of gasoline engines show the consumer is willing to accept these models for their vehicle. This will allow manufacturers to utilize current design models while continuing to encourage future design output.

     There are some disadvantages to using ethanol as vehicle fuel. Due to lower energy output, the mile-per-gallon (MPG) of ethanol vehicles is lower than traditional gasoline engines. Fewer MPG's equates to more gallons of fuel to go the same amount of distance. However, ethanol fuels can cost less now. Future exploitation of the fuel can further reduce cost resulting in a minimum of zero sum gain financially, although the ultimate goal will be to lower the cost to operate the vehicle. The fuel price may currently be affected by the limited number of stations available thereby reducing supply and increasing demand. Free market competition should result in a reduction in price with an increase in service.

Future Projects

     There are three future projects associated with this plan. First, there must be a design innovation to capture the attention of the American public much like the new stylization of the Ford Mustang did in the 1960's. This will begin to bring consumers into the realm of ethanol as a fuel. Admittedly there are many vehicles available, but they are directly competing gasoline engines with some notable advantages. Therefore there is no mandate upon the consumer to switch to ethanol. A new design will create the desire for the vehicle along with the mandate the consumer use ethanol.

     In addition to the new design, targeted marketing is needed to shift the focus away from raw power of current car advertisements to the advantages of ethanol. Cost savings and "creature comforts" should be touted as the premier trappings of an elite automobile. The use of Bluetooth, GPS and wireless internet capabilities available to be integrated into designs should be at the forefront of the marketing campaign.

     Finally, there needs to be a dedicated effort to encourage current fueling locations to offer E85 and ethanol fuel as an option. Additionally, new ethanol service stations need to focus on the consumer experience. This will give the public the perception the ethanol service centers are more customer friendly and reserved for elite drivers. Custom services, style and convenience should be part of the new station plans to create an envious appeal among the public.

Critical Issues

     During this project there will be several critical management issues to overcome. Of note will be getting everyone within the car community to convert to a new mantra in thinking. This can be done by following a slow, moderated approach. Designers may feel their creations for ethanol only will not be as widely marketed due to the lack of gasoline engine option. This will need to be tempered to keep the designers interested in producing for the ethanol only line of vehicles. Current service stations will surely create a pushback in introducing a new fuel option due to the cost of inputting the service. Some compensation may need to be created in order to demonstrate the cost benefit.

Risk

     The risk to this type of project revolves around getting over the power hurdle. This hurdle is currently being negotiated by electric vehicles which have far lower power outputs and travel distance restrictions. Ethanol vehicles will have lower power outputs, which will call for engineering to create a better engine, but the travel restrictions will not be an issue. To mitigate the power hurdle of traditional automobiles, the ad campaigns must target the comfort and style as the better alternative to sheer power. Due to the nature of consumers to continue to purchase products they are familiar, no gasoline alternative should be available thereby limiting the consumer to the ethanol fuel vehicle. This is the biggest risk and one there is little mitigation.

Conclusion

     The project has the potential to alter how the car manufacture and consumption currently works. It has the potential to decrease dependence on foreign fuel processes and encourage new innovation in the auto industry. Should the project work as expected it can be assumed additional industry will seek to change their fuel consumption as well including mass transit and the air industry.