Mitsubishi Motors current offer, "Gas Comes Standard", offers you a free years' worth of gas (12,000 miles at $2.95/gallon) if you buy one of their cars.
The commercial has pictures of lots of cars and SUVs driving fast, along with high gas station price boards. The website for the campaign claims that "there's only one way to beat the high price of gas," which is to get it for free, buying a car with total irreverence for fuel efficiency. I honestly thought they were going to announce a hybrid or a highly efficient new model. So naive I am.
Here we are giving away free gas and loosening environmental standards to allow more polluting foreign blends of fuel to be consumed in the US. Why aren't we instead asking people to drive less? Why have auto manufacturers stopped producing electric cars? The message is that conservation really isn't necessary. There's plenty of fuel! And if it feels like there's a shortage, well, hell, they'll either pay for our gas so we're more likely to buy a less-efficient car, or just claim that since we're running out we need to drill every last inch and start allowing dirtier blends. It's an emergency. Congress will pass anything.
There's no doubt that gas shortages in Texas last week caused a true emergency as thousands upon thousands tried to evacuate. But the shortage isn't the emergency: it's our unwillingness to consider change; our unwillingness to be outraged at Mitsubishi's propose solution for our expensive fuel bills.
Even though he can sometimes be a total and slightly embarassing liberal whack, I heartily endorse Kalle Lasn's commentaries on "true cost" economics in his book, Culture Jam.
More than any other product, the car stands as a symbol of the need for a true-cost marketplace, wherein the price you pay for a car reflects all the costs of production and operation. That doesn't just mean paying the manufacturing cost plus markup, plus oil, gas and insurance. It means paying for the pollution, for building and maintaining the roads, for the medical costs of accidents and the noise and aesthetic degradation caused by urban sprawl. It means paying for traffic policing and for military protection of oil fields and supply lines.He's sort of doing the Fox News-esque "some" bibliography, but still. I agree with him. We have run out of time for this consumptive behavior. Giving people free gas in exchange for irreverent automobile purchases right now is like laughing in the faces of my unborn children.
The true cost of a car must also include the real but hard-to-estimate environmental cost to future generations of dealing with the oil- and ozone-depletion and climate-change problems the car is creating today. If we added up the best available estimates, we'd come to a startling concluion: The fossil fuel-based automotobile industry is being subsidized by unborn generations to the tune of hundreds of billions of dollars every year. Whey should they have to pay to clean up our mess?
In the true-cost marketplace of the future, no one will prevent you from driving. You will simply have to pay the real cost of piloting your ton of metal, spewing a ton of carbon out of the tailpipe every year. Your private automobile will cost you, by some estimates, around $100,000. And a tankful of gas, $250.
I think offers like Mitsubishi's should be illegal. And if that makes me a socialist, sign me up.