Even when marketers are locked in an epic struggle for the hearts of consumers, they still treat each other with a basic level of respect. After all, the competition is just competition; the real enemy is the consumer. But the competing impulses towards ruthless competition and collegial courtesy can often just cause more confusion. Take this spot from Hyundai, which makes a big joke out of a problem that isn’t especially widespread, and yet refuses to actually land the punch. What Hyundai is trying to do here is mock Chevrolet for coming out with a special “Eco” version of its Cruze that gets 42 MPG highway, and then using that claim to advertise all Cruzes with just an asterisk to remind buyers that the Eco model costs extra. Which is an interesting approach, except that we haven’t been able to find much evidence of this tactic… in fact, it seems that at least some Cruze ads cop to a 36 MPG, and the asterisk only references that the number is from the EPA. Did Hyundai jump the gun on this one? If so, the brand’s decision to break out sales of every 40 MPG vehicle it sells should help get things back on track.

In a supplemental memo related to forthcoming fuel economy standards for the years after 2017 [full doc in PDF here], the EPA has revealed the results of its consultations with stakeholders including the auto industry, and it seems that there are tradeoffs to high standards. The industry’s complaint seems to be that the government has underestimated the impact of higher fuel economy standards on such details as

vehicle performance, utility (e.g., towing capability), and comfort (e.g., noise, vibration, and harshness), the role of competing regulatory or technical requirements (e.g., criteria pollutant and/or safety standards), and assumptions regarding future gasoline fuel properties (e.g., octane levels).

All of which comes with a real price. The government is targeting a 2-6 percent increase in fuel economy standards between 2017 and 2025, which amounts to a range of 47-62 MPG. The NHTSA/EPA estimates show that this level of increase will cost automakers between $770 and $3,500 per vehicle to meet, but automakers insist that these estimates are too low. And apparently, the government takes these concerns seriously enough to blow its end-of-November deadline for narrowing the range of possible standards. At the top of the list of issues for study: the age-old trade-off between efficiency and safety.

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AutoWeek reports:

When Autoweek asks the R&D boss at an alt-drivetrain leader like Toyota what the future of its powertrain development looks like, one tends to hope for something revelatory in his answer. Instead, we get

Why does the Nissan Leaf get a 99 MPG from the EPA? After all, you could pour gallons of gasoline into the thing and it wouldn’t budge an inch. It is, after all, an electric car. But hey, this ain’t America if a consumer can’t glance at a label and say “gosh honey, check out how many em-pee-gees this one gets. That sure is a whole lot of em-pee-gees.” And at least the EPA did include the most important detail: the Leaf’s battery range is rated 73 miles, or about three quarters the range Nissan had been claiming. Of course, as is always the case, your mileage may vary… only the amount of gasoline required by a Nissan Leaf won’t.

If you love data almost as much as you love cars, you’re in for a real treat. The EPA has issued a report [PDF here] on the last 35 years of light-duty vehicle efficiency trends, and it’s jam-packed full of fun graphs detailing the evolution of America’s car market. For example, the fuel-efficiency record of the major US-market players is laid bare in one particularly compelling collection of graphs (above). More detail on by-manufacturer efficiency over the last three years can be found here. Other fun graphs: production breakdowns by vehicle size and type, a comparison of performance and efficiency by vehicle type, and a distribution of vehicles by weight for 1975, 1988 and 2010 (weights dropped from ’75 to ’88, and are now back to nearly 1975  levels). You can also check out production share by weight to find out that the sub-2,750 lb died sometime after the year 2000. You can even see the breakdown of FWD-RWD-AWD  by vehicle type and pinpoint the moment that Subaru started making an impact on the market. All told, it’s an automotive data-gasm that will leave you a lot better informed about the state of the US market. And the perfect opportunity to make sweeping generalizations about the American car market. Enjoy!

Hyundai’s new Elantra is the latest C-Segment car to receive a 40 MPG highway EPA rating (29 MPG in the city) as it prepares to take on Ford’s 40 MPG 2012 Focus and the 42 MPG Chevy Cruze Eco. The Accent’s only engine is a 1.8 liter engine is expected to make 148 HP and 131 lb-ft of torque, meaning you won’t have to upgrade to a special engine and aero package (as in the Cruze) or a dual-clutch transmission (as apparently is the case with the 2012 Focus). It will be down on power compared to the 160 HP/146 lb-ft Focus and more power but less torque than the 138 HP/148 lb-ft Cruze Eco, but should undercut both on price. And by bringing the model-wide efficiency up rather than tweaking special models for high efficiency, Hyundai’s John Krafcik says that his firm will have no problem hitting a 50 MPG average by 2025 (though a CAFE calculation that gives the 40/29 MPG ELantra a 44 MPG average doesn’t hurt). Meanwhile, when was the last time you heard anyone even mention the Civic or Corolla? The times, they are a-changing…

With the federal deficit balooning out of control, President Obama’s National Commission on Fiscal Responsibility and Reform has publicized its preliminary proposals, and goodness are there a lot of them. But only one of the commission’s proposals gets to the heart of this nation’s automotive future: a proposal to increase America’s gas tax. Federal fuel taxes currently stand at 18.4 cents a gallon for gasoline and 24.4 cents for diesel fuel, but the commission has proposed a 15 cent per gallon increase, to take effect starting in 2013.

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Hyundai’s Sonata overhaul has been well-received by critics and customers, and the next-gen Elantra looks set to move the magic to the C-segment. But what of the Accent? If there’s a vehicle left in Hyundai’s lineup that recalls the bad old days of Hyundai’s bargain-basement past, it’s the current sub-$10k base price Accent. Of course, that’s all about to change, as a new Accent is hitting the roads in Korea… and like most of Hyundai’s new product, it looks like a huge step up from its predecessor. TTAC’s man in Korea, Walter Foreman, was kind enough to send in this mega-dump of over 80 images of the new Accent, noting

Automotive News [sub] reports that the new GOP majority in the house of representatives will likely mark a shift in the political dynamic between the industry and the US government, as Republicans shift from noisy protest of government support for the industry towards orchestrating reductions in industry regulation. And, according to the Alliance of Automotive Manufacturers, the first victim of the new Republican House could be the Motor Vehicle Safety Act, a set of sweeping regulations aimed at preventing recall scandals like the Toyota unintended acceleration fiasco that took place earlier this year. House Republicans plan on holding hearings on that bill, which has passed committees in the House and Senate but has not yet faced a full vote by either full body. Says National Auto Dealers Association lobbyist Bailey Wood

There will be much more oversight, and the process will slow down

But House Republicans will also face their own challenges. With Democrat JerryBRown winning California’s gubernatorial race, national lobbyists will have a harder time resisting ever-increasing emissions standards, as California is the sole state with authority to independently regulate auto emissions. Though Republicans are likely to support the industry’s resistance to increased fuel economy standards, they will require help from the White House in order to, as the AAM’s Dave McCurdy puts it

rein in some of the more exuberant tendencies in California

With battles brewing over safety and emissions legislation, 2011 is shaping up to be an interesting year for followers of the politics of automobiles.

We’ve already been impressed enough with the McLaren MP4-12C’s 3.8 liter turbocharged V8 to say it “looks like mechanical sex” and give it its own gallery. The super-compact, direct-injected engine develops in the neighborhood of 600 hp, giving the new McLaren the dangly bits to show a (similarly-priced) Ferrari 458 the way around a racetrack. And though McLaren clearly thinks the MP4-12C’s race-tested abilities will help build its brand into the new race-nerd standard, it’s also beating Ferrari at a new game that will become increasingly important with time: the C02-per-horsepower game. Ferrari’s 570 hp V8 emits 320 grams of C02 per kilometer, giving the Fezza a rating of .56 grams of C02 per km per horsepower. McLaren’s goal for its not-quite finalized MP4-12C drivetrain is a C02 emissions rating of below 300 gm per km, which would give the supercar closer to a .5 gram per km per horsepower rating. And though the direct-injected, downsized and turbocharged engine helps keep that number down, the MP4-12C’s dry weight is also 176 lbs lighter than the 458’s (2,866 versus 3,042).

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Toyota and Fiat may not be setting European sales charts alight, but according to a recent analysis of per-vehicle CO2 output, the two automakers are on the cusp of meeting the EU’s stringent 2015 standard. Automakers competing in Europe will have to reduce their carbon emissions to 130 gm/km by 2015, a huge challenge for firms like BMW, Mercedes and Volkswagen, which currently have average emissions of 151, 167 and 153 grams per km respectively. Fiat and Toyota, on the other hand, have already reduced their emissions to 131 and 132 grams per km, putting them within a sneeze of the 2015 standard. But the auto industry never though that any of its firms would be on track for overcompliance. In fact, the AFP reports

In 2008 carmakers successfully pushed back from 2012 to 2015 the deadline for technological innovation, allowing them to meet stipulations, in exchange for a commitment to drop to 95 g/km by 2020.

Despite not insignificant loopholes, they can be heavily fined if they miss these targets as the EU strives to meet wider aims in reducing emissions of harmful gases blamed for negative climate change effects.

With the release of the EPA’s 2011 fuel economy guide comes this list of the EPA’s most fuel-sipping-est vehicles on the US market (EVs and plug-in hybrids excluded). For a list of the ten least-efficient vehicles on the market today, just hit the jump…

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OK, so the EMAV PRU (Electric Motors and Vehicle Company Power Regeneration Unit) isn’t expected to go on sale until sometime next year, but it’s one curious approach to the “range anxiety” problem that caused GM to develop the Volt as a range-extended EV rather than a pure battery-only EV. The PRU takes a simple concept, a trailer that can both store goods and generate 25kWh of electricity from a 750cc diesel engine in order to extend range, and makes it considerably more complicated than it needs to be. For one thing, it’s self-propelled, necessitating on-board lithium-ion batteries, as well as an electric drive unit.

As a result, the projected pricetag comes to a prohibitive $15,000, and the weight reaches an EV range-sapping 1,220 lbs. And for all that, wouldn’t a $15k hatchback make a better “range extender” than this cumbersome trailer? On the other hand, a trailer like this just might work as a rental item, offering a portable generator as well as range extension that its makers say will work with any electric car. But would something like this be more appealing as a simplified, lighter unit (non-self-propelled), or will add-on range extension always struggle to offer more for money than having a gas car as a compliment to an electric car? Given that American families typically have several cars anyway, the answer would appear to be yes… [via GM-volt.com]