Marketing 101: When it comes to auto racing, telling jokes, and launching a new product, there is one truism: Timing is everything.

Ladies and gentlemen, Lexus presents the HS250h.

The HS250h rolled into showrooms in fall 2009 and car buyers who love the Earth and luxury accoutrements like heated/cooled seats in equal measure, finally had a dedicated hybrid to call their very own.

Marketing 102: If an auto company becomes a national punchline because its cars won’t slow DOOOOWWWWNNNN, then it’s probably not the right time for delivering a new vehicle aimed at the same drivers currently stuck in recall hell at their local Toyota dealership.

The last five months were a glorious time to be luxuriously green, but all good things must come to an end. (For example, a sedan with sketchy brakes headed toward a brick wall.) Yes, sales of the HS250h are on hold until the kinks can be worked out, but it’s no biggie. There’s nothing to see here, keep moving. As Toyota president Aiko Toyoda said of the recall, “Quality is our lifeline for Toyota.”

Marketing 103: Never use the word lifeline when speaking of cars with the troubling habit of not reducing speed on Dead Man’s Curve.

I kid Toyota because they demand consumers make hard choices: “I’d rather not perish in a fiery crash, but I would save a ton on gas expenses while reducing our dependency on foreign oil…” But the truth is, I kind of liked the HS250h, and think it could play an important role in the yet-to-be-determined world of everyday hybrid driving.

As a part-time car reviewer, I’ve been behind the wheels of a number of hybrids and have generally felt better about the reasons to drive them than the actual driving experience itself.

Take the Prius, for example. Setting aside the holy-shit-this-hybrid-has-become-the-bus-in-Speed issue, it has bigger problems. They’re hideous. And in these here United States, they’re movement cars, huge in Santa Monica and Marin County and not so much everywhere else. Behavioral marketing expert Dr. Clotaire Rapaille goes so far as to say it’s sex that sells the Prius, not loyalty to Mother Earth. In a 2004 interview he told me,  “Right now the Prius will get you laid, just like when VW Beetles invaded college campuses in the ’60s.”

Only 1.6 million Priuses have been sold worldwide since 1997. (To put that in perspective, Ford sold 414,000 F-Series trucks in the recessionary year of 2009 alone.) It will always be a tiny fraction of car buyers who purchase what’s healthy over what tastes good, which is why the HS250h has a (rapidly diminishing) chance of making an explosion in the marketplace. Poor word choice, my bad.

The exterior of the HS250h isn’t dazzling – it’s more Camry than Lexus – but it’s no crime to be bland, at least not in comparison to the Prius’s metallic slug shell. At 24/35 mpg, the HS250h gas mileage is good for its class and the solid 4-cylinder 187hp engine has four drive-modes: Normal, Power, Eco and EV that helps increase efficiency and lower emissions. In five days of driving, the HS250h never had any of the hiccups or acceleration problems I’ve experienced in other hybrids like the Ford Escape. It has a kick to it and had no problem holding steady at 75 mph on the New Jersey Turnpike.

For the record, the brakes were a bit stiff, but not ineffective and I never noticed a sticky go-go pedal. Then again, I’m far from petite, so the G-forces of my driving boots may have overwhelmed the software issues.

Marketing 104: There’s no such thing as bad publicity…unless it includes the phrase “individual lawsuits claiming deaths or injuries caused by unwanted acceleration of vehicles.”

Where the HS250h shines is in all the creature comforts that could attract drivers who want to brag about going green over backyard Chardonnay without sacrificing a tool that lets drivers know of the location and length of upcoming traffic jams.

Starting at $34,000, the HS250h features the sex toy-sounding “Remote Touch,” which is basically a combo mouse/joystick that operates all the technology. It takes a minute to adjust to manipulating the cursor around the navigation screen, but it’s so intuitive to our techy lives that I quickly found it a vast improvement over the old button-centric dashboard. There are other fun design notes, like the gauge that keeps tabs on green driving, adjustable leather seats, key fob settings that automatically adjust to a driver’s preferred A/C setting, and an ability to upload GPS destinations from a home computer.

Personal maps, bioplastic material in the interior upholstery and satellite radio? It would be an honor to have the brakes go out. Besides, the HS250h has a collision system that automatically dials 911. It’s Mother Earth’s Indy car!

It’s hard to imagine that the HS250h will overcome this and be a player in the eco-conscious auto world, which is too bad because its luxury features could entice more mainstream suburban drivers and help get hybrids out of the “good-for-you” garage. It’s a fun ride and could have crashed the hybrid party. Whoops. Sorry.

Marketing 105: On second thought, timing isn’t everything. Braking is.

In stark contrast with news of the devastating earthquake and loss of life in Haiti this week, greener vehicles, energy activism and conservation law enforcement gave the blogosphere reasons to hope (and post).

Hybrid, electric, and compact vehicles more fuel-efficient than what’s ever sold before – like the Cadillac XTS Platinum, the Ford Fusion Hybrid, the Nissan Leaf and the Toyota Scion iQ – won accolades at the 2010 North American International Auto Show in Detroit, Michigan, which began Monday Jan. 11th and will be open to the public Saturday, Jan. 16th through Sunday, January 24th.

Some auto brands predicted, like academic researchers before them, that fuel efficiency would “drive” car sales in 2010 and beyond.

Just in time to curry favor with the auto lobby that turns out for the Detroit Auto Show each year, the U.S. Department of Energy this week also announced awards of $187 million in funding, from the American Recovery and Reinvestment Act would go to American auto- and parts-makers to create not just jobs, but more efficient “super trucks” (military and commercial vehicles mostly) and passenger vehicles.

The D.O.E. also pledged – perhaps inspired by some of the greener efforts at the Consumer Electronics Show earlier this month – to enforce “minimum appliance conservation standards,” established in the Energy Policy Conservation Act of 1975. In other words, if you make electricity-sucking, carbon-emitting refrigerators, air conditioners or other appliances that don’t meet U.S. standards, and if you don’t report what your gadgets use with accuracy, the feds will fine you! This time they mean it. It’s for the earth. And the U.S. government purse.

Innovative new vehicles and appliances and environmental law enforcement, of course, are just one piece of the energy puzzle.

All of the green news this week from the D.O.E. wasn’t enough to cover the hypocrisy of the U.S. Environmental Protection Agency last week which allowed the U.S. Army Corps of Engineers to issue a permit to Patriot Coal to proceed with some habitat thrashing, mountaintop coal mining projects in West Virgina.

Jan. 2010, Controversial Patriot Coal Mine gets green light from EPA

To solve problems like ruinous coal mining, burning and oil consumption, on Thursday, Jan. 14th the United Nations Foundation gathered investors and world financial leaders to discuss climate change and the role of energy in the global economy.

UNF philanthropist and founding member Ted Turner stated on CNBC’s Squawk Box the first day of the foundation’s meeting: “[In the U.S.] we’re still subsidizing the coal and oil industry in various ways and should stop doing that… [We should] make sure with fees or cap and trade that the true cost of pollution from burning coal and oil is covered by the users. Then solar and wind power can become very competitive. The oil problem – that’s $750 billion a year we’re transferring over to countries that are not exactly our friends.”

Soak up a balance of optimistic and skeptical news and opinions about green vehicles and appliances, and the U.S. government’s environmental initiatives as they relate to the global, energy economy below. Then go forth, share links and comment.

Basic Reading:

“Eco cars are dominating this year’s Detroit Auto Show with a number of new concept hybrids being launched by both large and small automakers. The Ford Fusion Hybrid won the 2010 North American Car of the Year…” – news via EnvironmentalLeader.com

A preview of green cars at the Detroit Auto Show 2010 by John Voelcker for GreenCarReports.com

“Coal releases more carbon dioxide emissions per unit of energy produced than any other fossil fuel, but it also provides more than half the United States’ electricity supply. Mountaintop mining, a practice that has grown throughout the past 30 years, now supplies about 10 percent of U.S. coal.The EPA has a long history with trying to come to terms with the impacts of that destructive practice.” – A featured post at SolveClimate.com

“D.O.E. [is making a broad] effort to increase enforcement efforts for both Energy Star and the federal appliance standard program, which sets mandatory energy efficiency and water use requirements for a number of products, from air conditioners to urinals.” – News via the New York Times Green Inc. blog

The official home page for the Investor Summit on Climate Risk hosted by the United Nations

“The agenda includes speakers such as U.N. Secretary-General Ban Ki-moon, Former Vice-President Al Gore, U.S. Climate Envoy Todd Stern and Media Executive/Philanthropist Ted Turner. The list of investors expected at the Summit underscores how climate change, an environmental issue, is increasingly gaining traction as a business issue.” – A news item on the Investor Summit on Climate Risk via EfficiencyLaw.com

Further Resources:

News of hybrids, compacts at Detroit Auto Show from Chosun Ilbo, a Korean news organization

A muscle car enthusiast and critic worries that too much “hybrid” could amount to not enough speed, via the Motortrend.com blog

Detroit Auto Show Round-Up: The Fully Monty, is a web page of short reviews and critiques of cars at the NAIAS 2010, from a decidedly not eco-centric source, Jalopnik

A DailyYonder.com blog post asking “How Do You Kill a Mountain?” and criticising coal mining practices approved by the EPA

“The U.S. Environmental Protection Agency announced Tuesday that it would sign off on a Clean Water Act permit for a mountaintop removal coal mine operated by Patriot Coal Corp., drawing the ire of a coalition of environmental and community advocacy groups that says the decision opens the door for further environmental destruction in Appalachia…”- A news feature via Law 360

This is the latest installment of EcoMeme, a column featuring eco news, tech and business highlights by Lora Kolodny.

Nissan image via

A for Apple, B is for Beluga, C is for Chullo.

Parents on planet Hollywood and elsewhere are headed in that fruity, foamy and woolly direction in declaring devotion to Mama Earth via naming their young.

In the roaring Nineties, when real estate and dot comers were soaring, we saw a return to the Old Testament with the names  Sarah, Jacob, Rachel and Eli in vogue.

“Eve and Adam, please leave the great room until Mommy is finished closing her Genentech deal.”

Now that resources are scarcer than ever, green is the rule for everything cool. Nature-bound moms and dads can reference all good things from fiber foods and soothing teas to fair trade crafts and endangered species in getting that family branding just right.

Here is an A-to-Z reference guide on the eco-friendliest labels for your bouncing baby Gore:

Acai (boy) Agate (girl)

Boho (boy) Bark (girl)

Corky (boy) Coral (girl)

Deepak (boy) Dibbler (girl)

Energy (boy) Etsy (girl)

Free (boy) Flax (girl)

Gore (boy) Glacier (girl)

Hemp (boy) Henna (girl)

Indri (boy) Ivory (girl)

Jungle (boy) Jute (girl)

Kale (boy) Kharma (girl)

Leonardo (boy) Laurie David (girl)

Marsh (boy) Mauritius (girl)

Nash (boy) Nectar (girl)

Otter (boy) Oolong (girl)

Prius (boy) Polar (girl)

Quince (boy) Quantum (girl)

Rooibos (boy) Rummage (girl)

Stevia (boy) Sprig (girl)

Tiger (boy) Teak (girl)

Urban (boy) Urial (girl)

Vegan (boy)  VivaTerra (girl)

Wolf (boy) Watson (girl)

Xeri (boy, girl)

Yosemite (boy) Yurt (girl)

Zen (boy) Zona (girl)

*For catchy middle names with eco associations, we at EcoSalon suggest: Bradley, Sara, Amy, Tina, Irani, Vanessa, Barrington, Derby, Fitzsimmons, Chaityn or Lewis.

Share with us what you have namestormed!

Image: Will Foster

This is the third in Luanne’s new lifestyle column, Life in the Green Lane. Read the inaugural column, “The Pros & Cons of Being Married to an Eco Man” and the follow-up, “Why Is it So Hard to Get My Mom to Go Green?”.

My dog has fleece. And that’s not all. There are dozens of reasons why this impossibly adorable pug is leaving behind a puny carbon paw print.

If you consider dogs part of the family then it’s important they’re pulling their weight in the eco department along with the rest of us.

My little Smokey may not be as earthy as those drooling, stick- fetching, shaggy water dogs you see at Ocean Beach. But he plunges into nature pretty darn well for a pampered, toy breed favored by Tibetan monks, Chinese emperors and 16th century European royalty.

Plus, he’s a champion chick  magnet. I can’t take him anywhere without hormonal, puppy-loving teenage girls gushing over what looks to them to be a huge stuffed pet. Their devoted boyfriends stand by while they give up some love to my guy. “Ohhh, is that your pug? Can I pet him? What’s his name? OMG, he’s sooooo cute!”

Okay, so being a magnet doesn’t earn you an LEED certification, but these other things count – things you won’t learn at obedience school.

Here’s why my dog is cuter..I mean greener…than lots of other dogs.

1. Carpools on Playdates

Smokey gets picked up for his group, The Littles, a couple of days a week, and this has helped him become the socialized, refined gentleman neighbors invite over for biscuits and tea. Also, his owner (me) is saving fuel by not driving him myself.

2. Named for the Bear

Every time we call out his name, “Smokey, stop eating those Bounce sheets,” people are reminded of that famous ranger bear Smokey who first appeared in 1952 to get clueless cigarette smokers and weekend campers on a campaign to prevent wildfires. My mother argues he should be named Oliver or Churchill or something that goes with brandy and a cigar. But Smokey was already named when our babysitter gave him to us ’cause she was moving and couldn’t keep him.

2. Reuses Everyday Household Objects

A savvy consumer not taken in by the notion that new is best, Smokey forgoes the fancy, synthetic dog bed for a cozy laundry bag or basket filled with warm sheets and socks. Good boy! That’s my good green dog! However, his favorite mount is our laps and that costs nothing at all and we like it because he is so lovable and sweet.

3.  Maintains a Strict  Organic Diet

We feed him Newman’s Own organic pet food, as well as organic kibble and free range chicken broth in a reusable stainless steel dog dish. Occasionally, we let him have a treat, such as organic string cheese, which was a great training aid for prompting him to sit, lie down and stop eating Bounce Free sheets.

4.  Walks the Walk

Smokey is an avid walker who adores cruising to a nearby playground or hiking at Fort Funston. Walking keeps him fit (pugs have a tendency to pack on the pounds) and also calms him down. Walking is great for me, too, and for pet owners like you! Besides, Smokey gets rather nervous riding in cars. He insists on having the windows rolled all the way down and whimpers uncontrollably until we arrive at our destination. My husband is the same way.

5.  Wears Made-in-the-USA

Whether starring in a 4th of July parade in Sonoma or escorting his sisters on Halloween, Smokey wears locally-made garb, from patriotic bandanas to harnesses and muscle shirts. He feels we import too many toxic toys and products from China, and although he springs from the Asian culture and resembles the Foo Dog in looks and stature, it all stops there.

6. Creates a Warm Fur-ness

If you can sleep through the intense snoring (being hit over the head with a large mallet can help) then you don’t need to turn up the heat on a cold night in San Francisco. When Smokey stomps on your ribs and flops down on you or near you, it’s like a natural furnace that keeps you toasty all night. Just ask old Audrey. She likes to hang with Mr. Smokes for sunny afternoon cat naps. Audrey showed him who is boss from the very start, but now she needs him. Oh, yes she does, girl.

8. Prefers Biodegradable Pooper Scooper Bags

He won’t tolerate any other sort of bag for scooping up his shit. Funny, that’s one of the reasons I love him so. I once tried to pick up a poop using a plastic grocery bag and boy did he yelp. He likes that Bio Bags are made with planet friendly corn that breaks down. We use bio bags for composting, too.

9. Is Never, Ever Wasteful

Kids might kvetch, “there’s nothing to eat,” but Smokey never takes that stance because he will eat just about anything that resembles food. While I’m preparing his meal, he cries and dances manically in a circle, a tribal dance reminiscent of Native American rituals praising the buffalo. If a scrap falls on the floor, he laps it up. If he feels the compost we set aside could be more useful as a snack, then he asserts himself like a good steward of the planet should. And if Audrey won’t finish her own breakfast, Smokey recycles that into his dessert.

10. Conserves Energy

Like the best hybrid, Smokey is efficient at conserving fuel. Here he is after completing a five mile course along the Great Highway bike path. He parked his tired pug ass on the sofa for a snooze before dinner.  After dinner, he usually rests until his late night walk with dad. Then he parks it until breakfast.

OMG! My pug is sooooo cute!

Images: Luanne Bradley

Mother/Daughter founders Judy Pezdir and Jill Palermo of WE ADD UP

WE ADD UP is a progressive global campaign utilizing organic cotton t-shirts as a tool to count you in the fight against global warming.

Every shirt is printed by hand with a number representing your place in the sequential global count of all the people who are taking steps to help stop climate change. On the back of each shirt is a word or phrase that describes an action wearers promote to reduce their carbon footprint – Unplug, Lights Off, Carpool, Hybrid, Bike, Buy Local and 18 others.

Created by mother-daughter team Judy Pezdir and Jill Palermo, WE ADD UP’s goal is to get millions of people around the world counted in and committed to helping stop global warming.

I recently caught up with Jill Palermo.

We Add up started how?

My Mom and I were having dinner out at a restaurant. I was feeling kinda hopeless and overwhelmed about everything – and trying to hide my tears behind my wine glass. I felt very alone in this feeling and then had a burst of inspiration – I bet other people feel this way, too. Maybe alone our efforts don’t seem like much, but together we do add up.

Out of your 24 shirts the “Shower Together” t-shirt is most popular. Kitschy or do you think people really are?

Trust me, people really are. We do green events all around the country where I get to meet lots of folks and I know a little too much about a lot of people. “Shower Together” is a conversation-starter, perhaps more than any of the tees, and that’s the whole point of the project. So, we think it’s effective, if not over-sharing.

Do you think the success of the best-selling t-shirts is a predictor for green trends?

Absolutely. For example, we’ve been surprised how many people are composting, which is great.  People usually pick from our 29 actions the one they are most passionate about, so it does become a barometer of green trends. Our top-selling actions, besides Shower Together, are: Plant Trees, Recycle, Bike, Buy Local, Drink Tap, Compost, and Demand Change.

Tell me about some of the fundraising efforts We Add Up has been a part of.

First of all, we offer We Add Up as a fundraising program for schools and non-profits. So far, over 100 groups have participated in our online and offline fundraisers. Basically, a group signs up. It’s free to start and free to run. They sell the shirts to their community, inviting them to choose a green action to commit to. And, they receive 15% of the sale.

We have contests and cash prizes for top sellers, too. It’s a replacement fundraiser for candy and wrapping paper, giving environmental clubs in schools an opportunity to raise money while also raising awareness about the environment. Secondly, We Add Up partners with a different non-profit for each t-shirt. $1-3 is donated for each shirt sold to a group that is working on the solution the shirt promotes. Some of our current partners include Sustainable Harvest International, The Green Project in New Orleans, and Take Back the Tap.

What’s your first reaction to the question: “Are you a retailer, a champion for a cause or an entrepreneur?

Yes.