Survey Says: Proposed EPA Letter Grades Suck

Edward Niedermeyer
by Edward Niedermeyer

The recommendations are simple: Scrap the vertical label, lose the letter grade and emphasize the mpg and cost of owning the vehicle. If the EPA takes these steps, it may be successful in increasing the number of fuel-efficient vehicles on the road and communicating clearly with consumers.

Alan Siegel of brand consultants Siegel+Gale summarizes his firm’s independent research on proposed EPA fuel economy label designs in Automotive News [sub]. Siegel interviewed 456 prospective new car buyers, and found that 66 percent preferred the “horizontal” proposal, while 47 percent found the “vertical” style (which includes the letter grade) “confusing.” No word on what percentage found the letter grades to be “asinine.”

The use of the term “MPGe” (miles per gallon equivalent) was also found to be confusing for readers of both labels, but even more so for the vertical label (69 percent misidentified the term on vertical labels, compared to 62 percent on horizontal labels). Siegel’s results have been submitted to the EPA, which is soliciting public comment on the designs. Let us know what you think of the designs, then go vote for yourself at the EPA website. And be sure to use the word “asinine” at least once.


Edward Niedermeyer
Edward Niedermeyer

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  • Corky Boyd Corky Boyd on Oct 06, 2010

    Be prepared to see a Federal tax on autos, especially if cap and trade is watered down. Having four grades (actually five if you count A+) makes it easier for the public comprehend the penalty they have to pay. I have yet to see the methodology behind assigning grades and I suspect overseas manufacturers will find themselves in a more expensive category. Call it a hidden tariff.

  • Carve Carve on Oct 06, 2010

    Uhhh- I'm so tired of dumbed-down measurements. This is especially bad because as soon as a vehicle is rated "A", there is no room to ever indicate any vehicle is better than that one. If they're going to do this, they could at least quantify, say, the amount of energy required to build, maintain, and operate the vehicle, and tell you what percentile that falls in for that model year. I'm also tired of superlative definitions that are meaningless, such as "Low Emissions Vehicle", Super Low, Ultra Low, Partial Zero etc. It's impossible to tell which is better than the other, and why. And WTF does "partial zero" mean. Zero can't be divided into parts! (What it really means is that it is zero emissions while it's turned off. No kidding). Even Zero Emissions Vehicles aren't quite zero emissions, since electric motors emit a little ozone. For that matter, even mpg is a misleading term- especially when mpg numbers get high. Peoples conception of mpg is often that an x-mpg improvement saves the same amount of gas, no matter where it is. E.g. going from 15 mpg to 30 mpg saves the same amount of fuel as going from 30 to 45. In fact, to save as much gas per year as going from 15 to 30 mpg, you'd have to go from 30 to infinity. This means the people upgrading from their 36 mpg civic to their 48 mpg Prius are saving very little fuel, despite the 12 mpg improvement, while someone going from 20 to 32 mpg is going to save much MUCH more fuel. If mpg was replaced with gallons/100mi, similar to what they do in Europe and everywhere else, this would be apparant. This is where it DOES make sense to have a maximum possible score- the limit approaching 0. The dollars per year comes close to this measure, but it depends on how much fuel costs when the label was printed, the difference in fuel price between where you live and the national average, and how much you drive. If they just gave us gallons/100mi, it would be MUCH more useful. As an aside, using gallons per 100 miles is much more useful in illustraing how accessories, like AC or a bike rack, affects efficiency. For instance, a big bike rack on your hummer may reduce mileage from 12 mpg (19.6 liter per 100km) to 11 mpg (21.4 l/100km). The same rack on a gen-1 Honda insight may reduce mpg from 70 mpg (3.4 l/100km) to 45 mpg (5.2 l/100km). Using MPG, the hummer owner would say the rack makes almost no difference, while the Insight owner would say it totally destroyed his mileage. Using l/100km, you can see that the rack requires EXACTLY the same amount of additional fuel on either vehicle- an extra 1.8 l/100km). People do the same thing with AC for instance- barely noticing it on a big car, and noticing a big difference in mpg in a small car, when in reality the difference won't be that big.

    • See 1 previous
    • JeremyR JeremyR on Oct 08, 2010

      Don't forget Improbably Low Emissions Vehicle (ILEV) and maybe even Infinitely Improbably Low Emissions Vehicle (IILEV)...

  • VoGhost "compliance EVs" - so typically Posky. Come on, Matt, come clean about what Big Oil is paying you already.
  • VoGhost Great to see leadership from Washington in supporting American businesses and job creation.
  • VoGhost Oh, Mattie, I am BEGGING you to take a course in economics. There's probably a community college near you offering courses for free or very cheap. Seriously, people this ignorant of basic economics really should not be writing this drivel. Stick to what you know: pimping for big oil.
  • 2manyvettes I was a computer instructor in a local technical college for some years teaching Windows OS and Micosoft Office. Not long before I retired I purchased a Mac Book Air laptop. It didn't take me long to learn the Apple OS and the first thing I learned was the lousy job Microsoft did ripping off the Apple software. I purchased Microsoft Office for Apple at the time and discovered when Apple upgraded the OS to 64 bit and my 32 bit Office software would no longer run on the laptop, that embedded in the Apple OS was software that could open any Office file and could save any file in Microsoft file format. I have always felt if Apple sold product at PC prices they would put Microsoft out of business. Oh, and I bought my Mac ten years ago and still runs like brand new. Effect on Rivian? Who knows? Based on my experience with their technology, it could be interesting.
  • Spectator This was an amazing vehicle. Back then Acura knew how to make a plush and comfy seat!
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