Companies that claim to go 'green' should go 'green' - Johnny Jackson

This is merely conjecture - food for thought, if you will.

I have noticed in recent days several television commercials by automobile manufacturers.

Images of this shinny dark car, cruising along a perfectly manicured, scenic highway, float across the screen in hi-definition.

The manufacturers advertise their new vehicle models as slick, fuel-efficient, environmentally conscious road devils, complete with the latest 'green' technologies.

So, OK, already.

It's no secret that new technologies are often more expensive to acquire than old technologies. New technologies are improvements upon the old. And uncovering them is an expensive task.

You would think, rather you are told, that the expense of developing the technology trickles down into the product or tool of the technology. The demand for the new technology may be scarce, too.

But I don't get why cause-worthy technologies -- namely the use of hybrid and alternative-fuel automobiles -- have to be so expensive.

The expense is why I don't own one.

If automobile manufacturers truly want to do good works for the sake of the environment, why can't they subsidize the cost of fuel-efficient, environmentally friendly automobiles? Moreover, offset the cost of those automobiles with the cost of not-so fuel-efficient, not-so-environmentally friendly automobiles. Like the huge SUVS that have been so popular.

Certainly, automakers have been busting the bank for the last several years producing those small-homes-on-wheels sports utility vehicles. And they have been making the buck, despite $3 per gallon gas prices.

It leads me to believe that people would rather pay than be without their monster trucks - the same vehicles that contribute a great deal to our appreciating need for fuel-efficient, environmentally friendly vehicles.

I think - as we, without complaint, pay fees and taxes to offset everything else in life, from group health insurance to designer blue jeans - why not suck it up?

Increase the cost of the sports utility vehicle to make fuel-efficient, environmentally friendly vehicles more affordable.

I am sure I've missed some pivotal points in this argument. At least, I hope I've missed some crucial points in the argument, because I would hate for the argument, and lack of action to its end, to confirm a collective distrust in corporate America.

Johnny Jackson is the education reporter for the Daily Herald. He can be reached at jjackson@henryherald.com or at (770) 957 - 9161.