Ethanol finds promotion opportunities with IRL

By Holly Martin

WAITING IN THE WINGS--This No. 17 ethanol car, was on display at the Kansas Speedway before the race. Rahal Letterman Racing has two No. 17 cars that are used alternatively during the season which began in March and ends in September. All IndyCars are powered by 100 percent ethanol for the first time during the 2007 season. (Journal photos by Holly Martin.)

Ethanol and Indy Ethanol and Indy --In 2007, the Indy Racing League's IndyCar Series began using 100 percent fuel-grade ethanol. --During the 2006 racing season, the IndyCar Series used 10 percent ethanol-enriched fuel. --All IndyCar Series cars must use the same fuel. This eliminates any potential competitive advantage a team might gain by using a specialized fuel. --Pure ethanol has an octane rating of 113 compared to methanol's rating of 107, the previous fuel used by the IndyCar Series. --The octane rating of gasoline measures the fuel's ability to resist being ignited by the heat and pressure caused by compression (known as preignition or knocking/pinging). --Pre-ignition can rob the engine of power. A higher octane rating indicates a higher-performing fuel. --The ethanol industry sponsors one entry in the IndyCar Series, the No. 17 Rahal Letterman Racing Team Ethanol Honda/Panoz/Firestone. ICM, Broin Companies and Fagen Inc. are the primary sponsors of Team Ethanol. Source: Ethanol Promotion and Information Council

Since when did farming and auto racing go together? Since a farm product started powering the Indy Racing League cars to go over 200 miles per hour.

The partnership between the ethanol industry and IRL is good news for farmers who have been banking on the future of ethanol.

"Ethanol has a tremendous stride right now," said Tom Slunecka, executive director of the Ethanol Promotion and Information Council.

There has been a tremendous push to move toward renewable fuels to enhance energy independence in the United States. With that, has come and unsurpassed interest in ethanol and media attention.

"We need to emerge with a brand," said Slunecka. By taking advantage of the publicity, EPIC has been working to establish brand recognition with the consumer of the ethanol "e."

"We have a tremendous wind behind our sales because of the interest in renewable fuels. We know that this publicity won't stay forever," he said. And the industry can't wait until the surge of publicity is over.

The Renewable Fuels Association estimates refineries in the United States will produce about 6 billion gallons of ethanol this year. "The first 6 billion doesn't need marketing, but it is the next six and the next six that will need marketing. They will be priced based on value and consumer demand," Slunecka said.

EPIC was started two years ago by a small group of ethanol industry leaders. The non-profit alliance hopes to grow consumer demand for ethanol.

One of the major challenges the ethanol industry has been facing is lingering fears on performance issues. So to put those issues to bed, EPIC decided to team up with the Indy Racing League.

Their purpose was two fold. If they could convince experts in racing there was no lack of performance, Indy fans and car enthusiasts would soon follow. "They are major influencers in the auto world," said Slunecka.

They teamed up with Paul Dana, the driver of the first ethanol IndyCar.

"There aren't many people out there with the tenacity of Paul Dana," said Slunecka. Dana believed in ethanol and in turn became a fantastic spokesperson for the industry. When he died in practice on March 26, 2006, the Rahal Letterman racing team hired Jeff Simmons to drive the ethanol car.

Simmons has stepped into the #17 racing suit with grace. A self-proclaimed city kid, he has worked hard to learn about the ethanol industry. And the more he knows, the more convinced he is that education is the key to winning over consumers.

"There are a lot of misconceptions out there," said Simmons before the race at Kansas Speedway. "There are so many positives to ethanol. But if people understand the benefits they support using ethanol."

Simmons sees ethanol as a winning situation for everyone.

"Ethanol is enabling an economic renaissance in rural areas," he said.

Being a spokesperson for the ethanol industry has allowed him to meet farmers all over the nation who are benefiting from the higher grain prices due to the interest in renewable fuels. "Farmers have been going through some lean years and now it seems as though they are on the upswing. It is nice to hear their stories," he said.

Simmons said being the driver of the ethanol car puts him in an enviable position. He is able to promote a product that he uses on the track. This year, IRL switched to all ethanol in their cars.

"Indy is taking the lead with ethanol," he said.

And the results have been good. In fact mileage per gallon is 30 percent better on ethanol and has allowed the Indy cars to drop the size of their fuel tanks from 30 gallons to 22 gallons.

It is that type of positive performance that EPIC was looking to promote with IRL.

"We did consumer research on the branding of ethanol," said Slunecka, "and ethanol is a preferential choice."

Many consumers don't even know that they have the choice. So EPIC has been working to educate consumers and helping them identify the "e" logo. That green and blue logo graces Simmons' No. 17 car and pumps across the country.

And Slunecka said that is the goal of EPIC--to have consumers identify ethanol as a brand, and make the choice to use it.

Holly Martin can be reached by phone at 1-800-452-7171 ext. 1806 or e-mail at hmartin@hpj.com.

6/25/07

	Web hpj.com

Copyright/Privacy
Copyright 1995-2008.  High Plains Publishers, Inc.  All rights reserved.  Any republishing of these pages, including electronic reproduction of the editorial archives or classified advertising, is strictly prohibited. If you have questions or comments you can reach us at High Plains Journal 1500 E. Wyatt Earp Blvd., P.O. Box 760, Dodge City, KS 67801 or call 1-800-452-7171. Email: webmaster@hpj.com