In fact, it gained so much attention it slipped into the presidential campaign.  One party's candidate spoke of fuel savings resulting from proper inflation of tires and suggested the humble tire gauge as a symbol.  The opposing party and candidate dismissed the idea as minor and insignificant if and when compared to a product supply increase. 

 
The candidate and opposing party went as far as to hand out tire gauges to members of Congress as a counter-symbol promoting their solution, drilling.  The party that originally proposed the concept of fuel conservation through proper tire inflation and, by extension, vehicle maintenance, promptly backed down.  Imagine.

The concept of fuel savings through vehicle maintenance awareness almost became a national talking point.  This industry and the service benefits it offers the driving public was on the threshold of becoming a top-of-mind national conversation. 

 
It should not matter to this industry which political party said what but rather that the industry missed an opportunity to push the topic into the main news cycle and expand on it.  After all, a 10 percent savings in fuel is a 10 percent savings in refining and subsequently a 10 percent savings in oil. 

 
Because the topic will continue to surface periodically, the industry should prepare even stronger and more effective responses.

Be Car Care Aware
The Car Care Council is the source of information for the Be Car Care Aware consumer education campaign promoting the benefits of regular vehicle care, maintenance, and repair.  The council and the campaign have provided media with a series of releases regarding fuel savings and even released, in early August, a release that commended both candidates for bringing the issue to the public's attention. 

 
The question remains, how can the industry push it to a national conversation?  Wouldn't it be great if the energy-saving role of vehicle maintenance came up during the debates?

First, the industry should select and encourage leading industry and association spokespeople to be ready and available to contact major media to state the case for fuel savings through proper vehicle maintenance. 

Second, the Car Care Council should be increasingly encouraged and supported in its continuing efforts to not only reach but saturate a broad spectrum of media.  As was written in this column two months ago, the Be Car Care Aware campaign and, to a lesser extent, a few industry associations are apparently the only voices this industry can depend on.

Third, October is Fall Car Care Month.  Visit the new, re-launched www.carcare.org for traditional and fresh, new ideas on how to promote April and October Car Care months.  October Fall Car Care month offers an opportunity for the entire industry to promote consumer education and promote regularly scheduled, proper vehicle maintenance. 

 
The industry can use the materials and information available at www.carcare.org in a variety of ways; from car-care fairs, seasonal supplements in local newspapers, brochure handouts at the point-of-sale or through local organizations, business signage, e-mail attachments, stuffers, and more. 

If participation for Be Car Care Aware increases, this industry may yet push the role of proper vehicle maintenance into the national conversation in a significant way.