Eco badges hit the street

Four pillars underpin Holden's 'EcoLine' marketing strategy -- five if you include the plug-in hybrid Volt when that arrives in the early teens. Holden is bundling LPG, diesel, AFM and flex-fuel (E85) powertrains under the banner of EcoLine, which sends a clear signal to the buying public that Holden is not just in the business of building tyre-burning Bathurst winners.

The company's dealer network has already begun receiving stock of EcoLine cars that are more frugal and better for the environment. With the release of the diesel Cruze this month (more here), the number of EcoLine variants has grown by one.

For the present, the company can point to LPG and AFM-equipped V8 auto Commodore variants plus diesel-engined variants of 2WD Captiva, the Cruze and Epica. AFM is a fuel saving facility, which disables cylinders when peak power is not required.

Next year, Holden will introduce flex fuel capability for one of the models in its range. Our money is on the Commodore, which is also expected to offer direct injection for its petrol V6 (and perhaps weight-saving alloy panels) in coming months. The direct-injection engine effectively provides the power of a V8 for the overall fuel economy of a V6, by doing away with the efficiency losses inherent in port fuel injection.

It's the belief of the Carsales Network -- although Holden will not confirm -- that this is one of the imminent running changes for Commodore to which Mark Reuss alluded yesterday during his presentation to the media following the announcement of GM's Chapter 11 filing (more here).

Flex fuel is basically E85, a blend of 85 per cent ethanol and 15 per cent petrol (see our earlier report here). As mentioned in our earlier report, E85 can be introduced with relatively little modification to existing drivetrains and at a relatively lower price premium than even the alternative of LPG -- although government subsidies for the latter make that a very appealing option.

The principal difference between E85 and LPG is that, from a green point of view, 85 per cent of the former is 'renewable', being extracted from crops. For the second generation of biofuels, biotech companies are developing ways of extracting ethanol from crop-based sources in such a way that ethanol production won't impinge on food production.

Another advantage of E85 over LPG is that it runs cleaner in producing fewer CO2 emissions, especially on a 'well-to-wheel' basis. As the clincher, E85 is poured into a petrol tank from a bowser. There's no loss of boot space amenity such as with LPG tanks.

Holden plans to supplement these offerings with the Volt plug-in hybrid, come 2012. As for the other cars already mentioned, it will be badged as an EcoLine model.

EcoLine is a strategic measure to improve Holden's lean and green credentials. Holden's Director of Energy and Environment, Richard Marshall, describes EcoLine as 'Future Friendly'. It helps Holden and consumers to do their bit for the environment, but in a way that's not crippling to the family budget.

"The energy challenges we face require many solutions," says Marshall.

"For Holden, the future of sustainable motoring is a clear strategy of fuel efficiency and energy diversity. The Holden EcoLine badge reinforces this approach by highlighting vehicles that use alternative fuels or fuel saving technologies. EcoLine vehicles suit a range of driving conditions and budgets and provide benefit for customers' hip pockets.

"[EcoLine] highlights the ways we are making Holden a smarter choice for Australian motorists," Marshall commented. 

Pictures show Mark Reuss at AIMS in Sydney last year for the announcement of EcoLine and examples of the badges.

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