Environmental Protection Agency 

Fuel Economy Label 

Expert Panel Report 
Environmental Protection Agency 


Fuel Economy Label
 

Expert Panel Report
 

Office of Transportation and Air Quality 

U.S. Environmental Protection Agency 

and 

National Highway Traffic Safety Administration
 

United States Department of Transportation
 

Prepared for EPA by
 

PRR, Inc.
 

EPA Contract No. GS-23F-0364P
 

Task Order 0001
 

EPA-420-R-10-908 

August 2010 
Topics 

Introduction........................................................................3

Background...........................................................................3

Methodology..........................................................................5

Key Findings.......................................................................9

Strategic Insights...................................................................9

Messaging...........................................................................12

Outreach Strategies..............................................................13

Label Design and Content.....................................................15

Appendices.......................................................................19

Appendix A: Participants & Attendees....................................19

Appendix B: Agenda.............................................................21

Appendix C: Label Design Concepts Shared with Panel............23

Appendix D: Examples of Technology Impacts on Label Design 24

Appendix E: PowerPoint Information Used During the Meeting..25

Appendix F: Advance Materials Sent to Participants.................41

Expert Panel Report 1
2 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Introduction 

Background 

In 2006, The Environmental Protection Agency (EPA) updated 

how the city and highway fuel economy values are calculated to 

better reflect typical real-world driving patterns and provide more 

realistic fuel economy estimates. In addition, EPA redesigned the 

fuel economy label to make it more informative for consumers. 

The redesigned label more prominently featured annual fuel cost 

information, provided contemporary and easy-to-use graphics for 

comparing the fuel economy of different vehicles, used clearer text, 

and included a website reference to www.fueleconomy.gov, which 

provided additional information. 

EPA and the National Highway Traffic Safety Administration 

(NHTSA) are now initiating a new rulemaking to ensure that 

American consumers continue to have the most accurate, 

meaningful and useful information, as well as an understanding of 

how the labeled vehicle’s emissions impacts the environment. With 

the introduction of advanced technology vehicles on the market, 

the agencies must provide metrics that are relevant and useful for 

vehicles such as Electric Vehicles, Extended Range Electric Vehicles 

and Plug-in Hybrid Electric Vehicles. 

To help inform the creation of the new label, EPA engaged PRR, 

Inc. to work with them in the design and implementation of several 

information gathering protocols including: 

• Literature review 

• Focus groups (in three phases, including pre-group online 

surveys) 

• Expert panel 

• Online survey of new vehicle buyers and prospective buyers 

Expert Panel Report 3 
 

Each of the above methodologies has its strengths and weaknesses. 

It is for this reason that a combination of information gathering 

tools was used. This report provides an overview of the Expert 

Panel discussion which built on the information gathered from the 

literature review and the focus groups. The panel was composed of 

hand-picked, third party thought leaders. The leaders were selected 

because of their unique history of creating dramatic shifts in social 

change and influencing consumers’ product preferences over short 

periods of time. 

4 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Methodology 

Experts panels are groups of exceptional individuals brought 

together to explore a given question. They are intentionally 

independent from special interest influence and have no direct 

authority. Their expertise is used to provide recommendations to 

those with the authority to act. The intent behind selecting and 

convening an expert panel is to assemble the “best and brightest” 

individuals who can provide the objective viewpoint of those 

outside the usual process. 

Many federal agencies have a history of using expert panels to 

support a variety of initiatives. Some examples include: 

• EPA: To monitor the situation for workers and residents 

impacted by the collapse of the World Trade Center 

• NHTSA: To study the issue of trunk entrapments 

• Federal Highway Administration (FHWA): 

To review previous research results for inclusion in the 

Interactive Highway Safety Design Model (IHSDM) 

• U.S. Government Accountability Office (GAO): 

To discuss how to conceptualize, measure, improve, and 

use information about the benefits and costs of highway 

and transit investments 

• Department of Health and Human Services (HHS): 

To evaluate H1N1 PSA submissions 

• Centers for Disease Control and Prevention (CDC): 

To address concerns about barriers for older adults to 

understand and use health information 

• Federal Emergency Management Agency (FEMA): 

To establish a methodology, consistent with industry 

practices, for estimating the cost of large projects 

• Department of Energy (DOE): 


To forecast future demand for medical isotopes 


Expert Panel Report 5 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

PRR recommended the strategy of using an expert panel following 

the success of an expert panel they convened on behalf of the 

Centers for Disease Control and Prevention (CDC). CDC wanted 

to identify best practices for delivering health messages to 

adolescents. Following one of the most extensive literature searches 

on the subject, the expert panel was assembled to help validate the 

findings while also bringing a non-academic and, in some cases, a 

commercial approach to changing behavior. 

In order to recruit individuals who could provide a diverse 

perspective to EPA and NHTSA as they redesigned the fuel 

economy label, desirable sectors including products, campaigns, 

organizations, and services were identified. A prospect list of 

organizations within each sector was generated using the criteria 

that the product/service or educational campaign needed to: 

• Impact a significant percentage of the population 

• Demonstrate staying power 

• Bring about change quickly 

Individuals who were key to the success of these initiatives were 

then identified. The decision was made to omit individuals with 

direct experience with the auto industry. The intent was to explore 

best practices from other industries and understand how they 

might apply to this challenge. This list was then prioritized for 

recruitment. 

Rather than recruit individuals based on their current employment 

position, it was critical to recruit those individuals who were in roles 

that were critical to the success of these respective efforts at the 

time they were being planned and implemented. PRR did extensive 

research to identify and then corroborate these individuals. Once the 

individuals were identified, they were located without regard to any 

current association with the activity that had been used to identify 

them. Individuals were contacted by using several methods including 

third party advocates, phone calls, e-mail and social media. 

6 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

The panel was limited to no more than 10 participants in order to 

ensure full participation. Nine expert panelists were recruited to 

participate in the six hour discussion. The group was convened on 

Wednesday, June 9, 2010, at EPA headquarters in Washington, DC. 

In advance of the discussion, participants were provided a draft 

agenda, a brief overview of the project, and initial research and 

focus group findings. Panelists were asked to come prepared to 

discuss how they would recommend that the EPA increase the 

value of, and preference for, more efficient vehicles. 

Following opening comments from Margo Oge, Director of EPA’s 

Office of Transportation and Air Quality, the group was reminded 

of the two primary goals for the day: 

1.	� Identify opportunities to increase the priority of energy 

efficiency in the vehicle purchase process 

2.	� Provide feedback on working fuel economy label designs 

Participants received a very brief project background that included 

statistics related to petroleum consumption, transportation’s impact 

on air quality, and top-level findings from the previous research 

activities. 

Expert Panel Report 7 
8 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

	 	 	 	 	 	 	 	 	 	

	 	 	 	

	 	 	 	 	 	 	 	 	 	 	 	

	 	 	

	 	 	 	 	 	 	 	 	 	 	

	 	 	

 

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	

 

	 	 	 	 	 	

	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	 	

 

Key Findings 

Strategic Insights 

The group was asked to provide general observations and thoughts 

that could help inform and guide the development of a national 

outreach strategy and the next steps in the label design process. 

Paraphrased comments offered by panel members are also provided. 

Thegroupofferedthefollowingelevenkeyobservationsand suggestions: 

1. Keep it simple. 

•		 We all have complicated stuff going on in our heads 

and we yearn for simplicity. 

•		 We need someone to make it easy for us. No matter 

how smart we are. 

•		 We think of simple in this way: Fewer, bigger, better. 

Do fewer things better. 

2. Consumers don’t act on details. 

•		 Consumers don’t act on details. No matter what our 

background, we act on simple impulsive things vs. long 

term analysis. 

3. Purchasing a car is an emotional decision–appeal to emotions. 

•		 Purchasing a car is an emotional decision. 

•		 People want a relationship with their car. 

•		 Young people want to change the world and feel 

empowered to do so. 

Expert Panel Report 9 
 

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	

	 	 	 	 	

 

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	 	

	 	 	

 

	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	

 

	 	 	 	 	 	 	 	 	

 

	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	 	

 

 

	 	 	 	 	 	 	 	 	 	

 

4. Focus on the low–hanging fruit first. 

• It’s tempting to develop something for the ‘hardest 

converts.’ I think you should hit up the low hanging 

fruit – the already engaged. 

• Focus on the low–hanging fruit, those who are mostly 

there. Build on that to make them your ambassadors. 

People are influenced by peer pressure. 

5. It’s about owning the change – be a change leader. 

• When MTV moved away from speaking directly to 

terror and spoke more about action and the benefits of 

what change can actually do – we saw a shift. 

• People want to change. It’s about owning the change – 

be a change leader. 

6. You can have a great product that will fail if it’s not sexy. 

• Apple can motivate people to spend more money on a 

product. 

• You could have a product that is very strong and 

amazing, but if it is not sexy it will fail. 

7. Target younger individuals. 

• Focus on younger people and build on that base. 

• Young people are purchasers and will influence older 

family members. 

8. Campaigns must have a human face. 

• You need a real human as the face of the campaign. 

• Apple uses Steve Jobs, Craigslist has Craig. It needs to 

be people we can relate to, don’t use people like Ed 

Begley, Jr. 

9. If your product is not good enough to inspire people to 

work for you then it will never work. 

• With the Dove campaign...we let people come to their 

own conclusion. 

10 EPA Fuel Economy Label Redesign 
	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	

 

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

 

 

 

	 	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	

	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	

	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	 	 	 	 	 	 	 	

	 	 	 	 	 	

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

•		 People are more influenced by peer pressure. 

•		 You can dramatize their (car buyers) impacts. They can 

be the champions. 

10.	� Be sensitive to your audience. 

•		 People will not invest a lot of time reading. 

•		 Remember the label is seen through a potential tinted 

window while standing several feet from the window. 

•		 Many individuals do not speak English or have literacy 

challenges. 

11.	� Use the opportunities of relevant news events to demonstrate 

how personal choices can contribute to larger impacts (i.e., 

gulf oil disaster). 

•		 When I was at MTV, we were trying to do an 

environmental campaign. Hurricane Katrina occurred 

and young people took this as the result from climate 

change. When MTV moved from speaking to terror/ 

climate/horrific change and showed benefits of what 

individual actions can actual do – we saw a shift. 

•		 At MTV the motto was ‘Never waste a good crisis.’ 

Oil is a direct link to cars and driving. There is a great 

opportunity to use this to shift thinking. 

Throughout the discussion, the Expert Panel encouraged the agencies 

to find ways to “make it personal,” “make it emotional,” “create 

opportunities for ongoing dialogue and engagement.” Panelists 

indicated that images and words must be compelling to the intended 

audience and that the way to achieve this is through personal, 

emotional, and sustained engagement. A specific suggestion was to 

encourage the auto industry to further advance vehicle technology by 

providing the driver real-time/interactive information measuring their 

consumption, vehicle range, and efficiency. It was suggested that this 

information be expanded (into a game-like interaction) to encourage 

drivers to benchmark or track their own performance(s) and compare 

against their past driving, set personal goals, and even compete against 

other drivers. This approach would provide ongoing opportunities to 

engage drivers, remain relevant, and motivate them to incorporate 

better driving habits. 

Expert Panel Report 11 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Messaging 

Participants were asked to respond to the question: “What messages 

will overcome current barriers/shift priorities and increase perceived 

value and preference for fuel efficiency?” 

The responses remained very consistent with the strategic guidance 

provided earlier and the Expert Panel reached a general consensus. 

1. Address how the consumer will benefit from making this 

decision, or in other words “what’s in it for me?” The 

message should speak directly to how making this decision 

could improve their lives. 

2. Talk about savings (over five years). Be explicit. We talk 

about the cost of buying and operating vehicles. Help 

individuals understand what they will save by buying a 

more efficient vehicle. 

3. Do not use technical jargon. Using words that reflect 

consumer-friendly vernacular can be less intimidating. 

4. Use relevant events (i.e., gulf oil disaster), include strong 

images to help individuals recognize the potential impacts 

of their decisions. Use the events to leverage the message. 

5. Explain how they can make things better. If the difference 

is intangible, it’s too hard for the consumer to sway from 

routine. Provide fewer clear messages/images to empower 

individuals to feel that their choices will in fact make a 

difference. 

6. Make it relevant to them. Some people see hybrids as elite 

status symbols of a “group” they are not interested in 

belonging to. They think “Ed Begley Jr.” when they think 

of a hybrid. 

Panelists offered suggestions of specific types of messages that 

could be used including: 

• Go Green. Get Green. 

• Do it for your kids. 

• It’s Simple - We simply have to do this (why we need to do 

this). It’s simple to do. 

12 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 

	 

A portion of the panelists also recommended engaging audiences 

through the use of shame. This segment of the panelists believed 

shame to be a strong motivator in evoking a behavior shift. Such 

methods would include showing emotional images (i.e., BP oil spill 

results in birds covered in oil). Messages that reflected a shame 

approach included: 

•	� Don’t fail. 

•	� Don’t be a jerk, save the environment and save money at 

the same time. 

Outreach Strategies 

After receiving the above guidance regarding overall strategic 

approaches and recommended types of messaging, the group was 

asked to provide thoughts on what types of outreach strategies 

would best deliver these messages. 

Without exception, the panelists endorsed the following suggested 

tactical approaches: 

1.	� Utilize “crowdsourcing.” Crowdsourcing is the act of 

outsourcing to a large group of people or community 

through an open call.Tapping into the collective intelligence 

of the public will innately provide a deeper insight into 

what consumers really want. 

•	� Each participant shared their experience(s) with the 

success of this approach. From Dove launching the 

most successful viral campaign on “real beauty” and 

Zappos having demonstrated sales in excess of $1 

billion with no marketing department, to the Verb 

campaign that had young people inspiring each 

other to exercise. Pandora has 50 million users while 

spending approximately $350,000 on marketing when 

the site was launched. As one panelist commented, 

“There are tens of thousands of people who will do 

communication for you. Your job is to harness them.” 

•	� Many of the panelists volunteered to crowdsource 

initial drafts and ideas within their channels. 

Expert Panel Report 13 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2. Launch an “apps” competition. Apps is an abbreviation 

for applications used by smartphones and can directly link 

users to specific programs or websites. 

• Without knowledge that the agencies have 

already planned to introduce QR codes 

on the Fuel Economy label, the group 

suggested that these codes be added. 

• They further suggested that the power of 

entrepreneurship and social marketing be unleashed 

by introducing an “apps” competition to encourage 

the development of a usable consumer tool, while also 

generating increased awareness. 

3. Use EPA’s limited budget to buy an easy to remember URL. 

This is crucial. 

• Participants suggested that the EPA acquire a URL 

such as “simple.com” or “itsimple.com.” They 

suggested that not only would such a URL be easy to 

remember, it would also provide a consistent message 

platform for messages such as; “Getting information 

is simple,” “Doing the right thing is simple,” “Picking 

the most efficient vehicle is simple.” They felt that the 

combination of the “simple” URL, the utilization of the 

QR code, and crowdsourcing (definition noted above) 

outreach would effectively drive people to the website. 

4. Bring together the top 10 foundations and ask them to do 

it/fund it for you. 

• Recognizing that the agencies have an exceptionally 

small budget for this effort (made even more dramatic 

when compared to the budgets that the private sector 

has to promote their products) provoked the panel 

to suggest contacting foundations with compatible 

missions and asking them to join together to help fund 

an outreach effort. 

14 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 

5. Have a checklist, not a brochure, for dealers (10 musts you 

need to communicate). 

• When panelists received a copy of the current Fuel 

Economy Guide they expressed concerns that the 

public probably didn’t know it was available, didn’t 

access it if they did know it was available, and would 

not respond well to it in the current format. Instead, 

they recommended that dealers distribute a one-page 

checklist, which would allow the agencies to deliver 

the top 10 points that could not (and should not) be 

included on the label. It also would ensure that even 

if individuals did not utilize the website, they would 

receive this information. It was also suggested that, if 

possible, distribution of this document be mandatory. 

6. Utilize us (panelists) to put it on our blogs and get public 

input, then leverage that for the release. 

• Panelists repeatedly offered to utilize their networks 

to help the agencies either receive public comment or 

to help launch any of the initiatives discussed by them. 

They also felt that providing the public an opportunity 

to share their comments would have significant value. 

It would provide insight into the acceptability of these 

concepts, engage consumers in a meaningful dialogue, 

and allow for ongoing dialogue and social networking. 

Label Design and Content 

A significant amount of time was allocated to discussing the fuel 

economy label design. At the time of the Expert Panel meeting, label 

designs were going through daily revisions as dictated by market 

research results and internal agency reviews. The most current EPA/ 

NHTSA drafts as seen in Appendix C were presented to the group. To 

help understand the current design options and the challenges faced 

by new and emerging technologies, the group reviewed several fuel 

economy label design options that were guided by the focus group 

process. The first demonstrated the three design approaches being 

considered for gasoline vehicles. The second graphic contained two 

design approaches for Plug-in Hybrid Electric Vehicles (PHEV). This 

was done to help illustrate the complexity of information that might 

be required and had been requested by focus group participants. 

Expert Panel Report 15 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Comments from the group fell into the following five categories. In 

each of these categories the panelists reached a consensus. 

1. Create a single metric and give it significant prominence 

on the label. 

This was the highest priority recommendation provided by the 

group. Consensus was strong regarding the recommendation 

of using a single, bold alphabet-based “grade” that would 

dominate the label with any other legally required information 

being provided at the bottom of the label and in such a way as 

not to compete with the grade. 

The group discussed whether a metric should be developed 

to compare all vehicles or vehicles in a particular class. 

There was some concern that if one metric is used to cover 

all vehicles, a specific class of vehicle might always get a 

low grade. When the group was informed that there are 

currently four SUVs that made the top 10 fuel economy 

list, they felt this concern might not be true. They also said 

that many individuals have specific needs that more fuelefficient vehicles might not meet (e.g., the need to haul large 

quantities of people or goods) and that these individuals 

(as demonstrated in the focus groups) would still purchase 

the vehicle that matched their needs. The group did feel 

that the grading system could still be a motivator, as a 

person may look presently or in the future for the vehicle 

in their desired class with the best grade. 

Another suggestion was to use a single metric like New 

York City and Los Angeles restaurant labels. They require 

all restaurants to place a label in the window that has an 

A, B, or C rating that reflects how they were graded for 

kitchen cleanliness. This letter/grade approach will be 

intuitive for most consumers. 

2. Reactions to current label designs were not favorable. 

Comments included: 

• These were not ‘designed’ they were ‘negotiated.’ 

• We reject the presentation of the design. Be clear, we 

are not rejecting the information. 

16 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 

	 

	 

	 

	 

	 

•	� I would be afraid of this label because it is just not 

friendly looking. 

•	� No idea what the two environmental areas on the draft 

labels mean and don’t care. 

3. It needs to be simple. 

•	� Remember the reality that people will view the labels 

in a very short time. 

•	� There is a point where people cannot process that 

amount of information. 

The group also pointed out that change of this significance 

is usually met with criticism – as was true with every Apple 

product released, that eventually was held up as the gold 

standard for usefulness and innovation. 

•	� If the label does not elicit controversy you have missed 

the mark and won’t foster social change. Embrace the 

controversy this will cause. 

4. Demonstrate benefits that are relevant and motivating. 

•	� The current label designs demonstrate costs. It would 

be better if they could demonstrate savings which is a 

very strong motivator. 

5. Provide other information in other ways. 

•	� The consensus was to keep the label as clean and simple 

as possible and make other more detailed information 

available to individuals through resources such as the 

website and dealership materials. 

•	� The group also suggested placing specific, required 

information in a less prominent position on the label, 

perhaps in the lower half or on the back, using smaller 

fonts. 

•	� Secure a URL such as “simple.com” or “Itssimple.com.” 

Include a QR code (smartphone code). 

Expert Panel Report 17 
 

 

 

 

 

 

• Create a 10-point checklist for dealer distribution. 

• Have an “App” contest to create additional opportunities 

for individuals to seek and obtain information. 

• Create opportunities for individuals to engage with 

each other to share experiences. 

18 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 

	 

	 

	 

	 

	 

	 

Appendices 

Appendix A: Participants & Attendees 

Erikka Arone	� Advisor, MyArtspace.com 

Previously iPod Product Marketing Manager 

Stacie Bright	� Senior Communications Marketing Manager, Unilever 

Responsible for the Dove Campaign for Real Beauty 

Matt Burchard	� Director of Online Marketing, Zappos 

Major role in growing company from six employees to one 

with 1,300 employees and annual sales over $1.2 billion 

Tom Conrad	� Leads the Pandora product organization 

Responsible for product management, user 

interface design and software development and 

network operations 

Dr. Cheryl Healton	�President and Chief Executive Officer, Legacy 

Guides the national youth tobacco prevention 

counter-marketing campaign, truth® 

Craig Newmark	� Founder, craigslist.org 

Also works with a wide range of groups including 

Wikipedia, and the Sunlight Foundation 

Ian Rowe	� Bill and Melinda Gates Foundation, 

Former Deputy Director and former Senior Vice President 

of Strategic Partnerships and Public Affairs for MTV 

Fred Seibert	� President & Executive Producer, Frederator Studios 

Helped create MTV, Nickelodeon and VH-1. Branded 

MTV with the iconic logo and “I Want My MTV” theme 

Faye L. Wong, MPH	� Chief of the Program Services Branch in the 

CDC’s Division of Cancer Prevention and Control 

Manages the National Breast and Cervical Cancer 

Early Detection Program. 

Former Director of the VERB campaign 

Mike Rosen	� Managing Principal, PRR 

(Facilitator) 

Expert Panel Report 19 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Subject.Matter.Experts,.Obser vers.and.Consultants 

Lucie Audette Environmental Protection Agency (EPA), Office 

of Transportation & Air Quality (OTAQ) 

Susan Burke American Association for the Advancement of 

Science (AAAS) Science & Technology Policy 

Fellow, EPA, OTAQ 

David Cohen EPA, Office of Public Affairs 

Justin Cohen EPA, OTAQ 

Kil-Jae Hong Department of Transportation (DOT), National 

Highway Traffic Safety Administration 

(NHTSA) 

Janet Hopson Oak Ridge National Laboratory, National 

Transportation Research Center 

Kristin Kenausis EPA, OTAQ 

Susan McMeen DOT, NHTSA 

Rachel Nathan PRR, Inc. 

Denise Walz PRR, Inc. 

20 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 

	 

	 

	 

	 

	 

	 

	 

Appendix B: Agenda 

Agenda

Objectives: 

I.	� Identify opportunities to increase the priority of energy 

efficiency in the vehicle purchase process 

II.	� Obtain feedback on working label designs 

Schedule 

8:45 – 9:00	� Coffee and refreshments available 

9:00 – 9:15	� Introductions 

9:15 – 9:30	� Welcome 

9:30 – 9:45	� Background and meeting goals 

9:45 – 10:15	� Research review and feedback 

Purpose: Identify any potential concerns raised by 

the research. Identify insights and lessons learned 

from research and implementation experiences of 

participants. 

10:15 – 10:30	� Break 

10:30 – 11:15	� Messages 

Purpose: Identify messages that will help increase 

perceived value and preference for fuel efficiency. 

11:15 – 12:00	� Outreach strategies 

Purpose: Identify outreach strategies to deliver key 

messages to vehicle purchasers and influencers. 

12:00 – 1:00	� Working lunch: Open discussion between 

observers (staff from US Environmental 

Protection Agency, National Highway Traffic 

Safety Administration, Department of Energy) 

and panelists 

Purpose: Probe specific issues and comments that 

were raised during morning facilitated discussion. 

Expert Panel Report 21 
 

 

 

 

 

 

 

 

 

 

 

 

 

1:00 – 1:45 Label design feedback 

Purpose: Provide specific feedback on working 

label designs- including design, wording, 

prominence, and positioning. 

1:45 – 2:00 Break 

2:00 – 2:55 Open discussion between observers (staff 

from US Environmental Protection Agency, 

National Highway Traffic Safety Administration, 

Department of Energy) and panelists 

Purpose: Probe specific issues and comments 

that were raised during the afternoon facilitated 

discussion. 

2:55 - 3:00 Final comments and adjourn 

22 EPA Fuel Economy Label Redesign 
 

Appendix C: Label Design Concepts 

Shared with Panel 

Expert Panel Report 23 
 

Appendix D: Examples of Technology 

Impacts on Label Design 

24 EPA Fuel Economy Label Redesign 
 

Appendix E: PowerPoint Information Used 

During The Meeting 

Expert Panel Report 25 
26 EPA Fuel Economy Label Redesign 
Expert Panel Report 27 
28 EPA Fuel Economy Label Redesign 
Expert Panel Report 29 
30 EPA Fuel Economy Label Redesign 
Expert Panel Report 31 
32 EPA Fuel Economy Label Redesign 
Expert Panel Report 33 
34 EPA Fuel Economy Label Redesign 
Expert Panel Report 35 
36 EPA Fuel Economy Label Redesign 
Expert Panel Report 37 
38 EPA Fuel Economy Label Redesign 
Expert Panel Report 39 
40 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

	 

	 

	 

	 


 

	 

	 

	 

	 

	 

	 

	 

	 

	 

Appendix F: Advance Materials Sent to 

Participants 

Dear Colleague, 

Thank you for agreeing to participate in the expert panel discussion UNITED STATES 

for the U.S. Environmental Protection Agency (EPA) Fuel Economy ENVIRONMENTAL 

Label Project. This letter contains important information about the PROTECTION AGENCY 

meeting, travel arrangements, and reimbursement procedures. This 

email also contains the following attachments: 

• Draft agenda 

• Research briefing 

Homework 

1. Please review the attached materials. 

2. After reviewing the materials, it would be helpful if you 

could come prepared to discuss how you would recommend 

that the EPA increase the value of, and preference for, more 

efficient vehicles. 

Panel Participants include: 

Erikka Arone MyArtspace.com, Advisor 

Stacie Bright Unilever, Senior communications marketing 

manager 

Matt Burchard Zappos, Director of Online Marketing 

Tom Conrad Pandora, CTO 

Dr. Cheryl Healton Legacy, President & Chief Executive Officer 

Craig Newmark Craigslist, Founder, Chairman and customer 

service rep 

Ian Rowe Bill and Melinda Gates Foundation, Former 

Deputy Director 

Fred Seibert Frederator Studios, President & Executive 

Producer 

Faye L. Wong, MPH CDC, Chief, Program Services Branch Division 

of Cancer Prevention and Control 

Expert Panel Report 41 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The meeting will be facilitated by Mike Rosen of PRR. There will 

also be a small group of observers from the EPA, the National 

Highway Traffic Safety Administration and the U.S. Department 

of Energy. 

Meeting Logistics 

The expert panel will take place on Wednesday, June 9, 2010, from 

9 am – 3 pm. 

Location: EPA Headquarters 

Ariel Rios North Building, Room1332A 

1200 Pennsylvania Ave, NW 

Washington, DC 20004 

* Meeting access - Entrance off of 12th Street, NW, near Federal 

Triangle metro stop. Standing at entrance to metro station, Ariel 

Rios North will be on your left. 

All guests must go through security clearance, so please bring a 

valid driver’s license or passport for identification purposes. You 

will be asked to go through the metal detector. We will have a 

project representative in the lobby to assist with the security 

process. However, if you encounter any problems accessing the 

building, please contact Kristin Kenausis at (202) 306-3061 or 

Lucie Audette at (734) 717-8062. 

Coffee and refreshments will be available starting at 8:45 am, the 

meeting will start at 9 am and end 3 pm. Lunch will be provided. 

Travel Arrangements 

We are happy to arrange travel for you, or if you prefer, you 

may make your own arrangements and then submit receipts for 

reimbursement. We do not have a preferred hotel and instead are 

working with each person individually to make reservations. There 

are a number of hotels near the EPA offices; a list of nearby hotels 

is attached. 

Reimbursement for Travel Expenses 

We will reimburse participants for coach airfare, hotel, 

transportation, mileage for use of personally owned vehicles, 

and meals and incidental expenses (M&IE) after the workshop. 

42 EPA Fuel Economy Label Redesign 
 

 

 

 

 

 

 

 

 

 

   

 

   

 

 

 

 

 

Because we are working with the EPA, we are subject to Federal 

reimbursement procedures. 

In keeping with Federal reimbursement procedures, we will 

reimburse participants for meals and incidental expenses at an 

established per diem rate of $71.00 for travel to Washington DC. 

Please note that the Federal government uses a travel day system 

for M&IE reimbursement, where the maximum rate for M&IE 

reimbursement is $35.50 on days that you are traveling to and 

from Washington, DC. 

Please note that under Federal reimbursement procedures, 

it is necessary for participants to keep original receipts for 

airfare, hotel/tax, and ground transportation expenses, 

regardless of cost. Receipts for meals are not necessary, as 

participants will be reimbursed per the Federal reimbursement 

procedures discussed above. Please submit receipts to Kimbra 

Wellock. A fax or scan or the original receipt is acceptable. 

Please do not hesitate to contact me at (206) 462-6351 or 

kwellock@prrbiz.com if you have any questions or concerns. 

Sincerely, 

Kimbra Wellock, 

PRR, Inc 

Expert Panel Report 43 
EPA - Fuel Economy Label Project Fuel Economy Label Project

Expert Panel Advance Information 

6/9/10

Expert Panel Purpose Expert Panel Purpose

1. Identif opport nities to increase the priorit of energ efficienc Identify opportunities to increase the priority of energy efficiency

in the vehicle purchase process

2. Provide feedback on working fuel economy label designs

44 EPA Fuel Economy Label Redesign
Our Reality Our Reality

14 000 000 14,000,000 new light duty vehicles are purchased in the 

U.S. annually. 

Light-duty vehicles account for 60 percent of all mobile source 

Green House Gasses.

Background 

Transportation is 97% dependant on Petroleum 

(And uses 67% of all US petroleum) 

Expert Panel Report 45
Information Gathering Information Gathering

Activities

3 Phases of Focus Groups: COMPLETED

Literature Review Literature Review ONGOING

Expert Panel: June 9th, 2010

Internet Survey: June 28th, 2010

Key Findings: Key Findings:

 Information is gathered from a variety of sources such as 

manufacturers and dealers, automotive magazines and websites, 

word of mouth and from family and friends 

 The vehicle buying cycle is contracting due to the amount of 

information that consumers are accessing on the Internet information that consumers are accessing on the Internet

 The Internet provides consumers the opportunity to purchase 

vehicles online (annual growth rate of 14 6% over the past five vehicles online (annual growth rate of 14.6% over the past five

years)

46 EPA Fuel Economy Label Redesign
Key Findings Key Findings:

Factors influencing choice

 Specific vehicle or vehicle class in mind using these 

considerations:

1. Vehicle Type 

2. Vehicle Cost

3. Fuel Economy Fuel Economy

4. Then: Safety, Reliability, Size, Appearance, Comfort, 

Brand Name, Performance

Key Findings: Key Findings:

 Purchasing a vehicle tends to be related to other major life 

changes

 US consumers will NOT purchase a vehicle that does not meet 

their aesthetic standards 

 Currently environmental Impact is not a factor in vehicle choice Currently environmental Impact is not a factor in vehicle choice

 By the time the consumer enters the dealership s/he is closer to a 

final purchasing decision than was true in the past final purchasing decision than was true in the past

Expert Panel Report 47
Key Findings Key Findings:

Factors influencing choice

 Price is currently even more critical for consumers because of 

the global economic crisis 

 Fuel economy has also become even more critical for 

consumers because of fluctuating gas prices and is the top 

reason why people are opting for fuel-efficient or alternate-fuel 

vehicles

Key Findings Key Findings:

Factors influencing choice

 Barriers to purchasing vehicles that utilize electricity include: 

concerns about insufficient driving range, the need for concerns about insufficient driving range, the need for

specialized infrastructure (such as charging stations), battery 

performance, and doubts concerning the ecological value of 

vehicles that use electricity.

(Electric Vehicles / Extended Range Electric Vehicles / Plug-in 

Hybrid Electric Vehicles Hybrid Electric Vehicles)

48 EPA Fuel Economy Label Redesign
Key Findings Key Findings:

The role of the current fuel economy label  The fuel economy label is a highly recognized tool

 Used after a specific vehicle type has been selected

 Used towards the end of the buying process Used towards the end of the buying process

 Primary use is to compare city and highway mileage

Expert Panel Report 49