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GM Launches Ethanol Image Campaign


January 2006
 Filed under: GENERAL MOTORS CORPORATE Car News | GENERAL MOTORS CORPORATE Headlines
WASHINGTON D.C., - General Motors today launched an unprecedented national advertising and marketing campaign to build awareness and market acceptance for ethanol/gasoline blended fuel (E85) vehicles as a major plank in its corporate marketing campaign at the Washington Auto Show.
The campaign, "Live Green Go Yellow," will break during the Olympics in February and continue throughout the year with print, web and broadcast media components. The campaign is designed to make consumers, energy producers and policy makers aware of the E85 capability already found on more than 1.5 million GM vehicles in the market, and to pave the way for more E85 vehicles that will launch this year. The ads will also encourage consumers to actively promote E85 in their communities.

"With the on-going concern over national energy policy, the need to have more renewable fuel choices such as ethanol blended fuels is a great energy option available today," said Brent Dewar, GM vice president of marketing and advertising. "This campaign will ask the simple question, 'what if every vehicle was yellow?' In a way, in the world of ethanol, yellow is the new green, since today its main source is from corn."

"We are trying to start a movement that will heighten the focus on the need to diversify our energy needs with ethanol. Beginning Feb. 8, our campaign will drive people to an E85 website, LiveGreenGoYellow.com, that will help consumers to be better informed of the benefits of ethanol," said Bob Kraut, director, GM Brand Marketing & Advertising Operations. Kraut added, "The website has many fun and engaging tools, such as the GM Cornulator that calculates the amount of petroleum saved with E85."

In 2006, GM will offer nine E85 FlexFuel models, bringing an additional 400,000 E85 FlexFuel vehicles into its fleet.

General Motors Corp. (NYSE: GM), the world's largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 325,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. GM's global headquarters are at the GM Renaissance Center in Detroit. More information on GM can be found at www.gm.com.

Source: GM

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