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Monday, August 9, 2010

ActiveE ad Banned in the UK

The above ad was banned by the UK's Advertising Standards Authority (ASA) because they thought is was misleading. The argument they presented is because most people that drive the car will need to get electricity from the grid which burns mostly coal for generation so the car is responsible for emissions, even if the pollution is not emitting from the car itself. 

This is called the "long tailpipe" argument that EV opponents use to undermine the benefits of electric vehicles. There is some truth to it, since most electricity generation does cause emissions, but there have been countless studies that have proven how much better it is for the environment to use grid-generated electric verses gasoline. Plus, you can generate electricity from clean, renewable sources, something you can never say about gasoline. 

So I have a suggestion for BMW. Deliver the first ActiveE you produce to me and I'll swap it for the MINI-E. You can then take photos of me driving the car and charging it at my home with my 8.8kwh solar PV system in the background and you can advertise how the car is truly a zero emission vehicle since it is charged exclusively from my home where I generate more than double the electric that the car will need to use. My ActiveE will be a zero emission vehicle, period!

You have my contact info BMW, in case you like the idea......


  1. Good Idea! Call the ad agency!!!!!!! When is this car coming out anyway?

  2. I wonder if they could just change a few words and have it approved. Maybe if they used "Zero Tailpipe Emissions" or "Zero Exhaust".

    I get why they would tell BMW to stop the ad, but there has to be a way to word it slightly different and get across the same message.

  3. Ian: Maybe you could write BMW for me ;) The ActiveE program starts next summer but the dates haven't been confirmed. The MINI-E program is supposed to end in June 2011 so it would make sense that it starts then or later but not before since many of the MINI-E drivers like me will transition to an ActiveE. I love the MINI-E, but the ActiveE looks great and has 4 seats without sacrificing any range so I'm all for it.