ECO-DRIVING UNCOVEREDThe benefits and challenges of eco-driving, based on the first study using real journey data.

ABOUT THIS STUDY Eco-driving can reduce CO2 emissions by helping people to use less fuel. But how significant is thisreduction, and how easy is it to achieve? Fiat studied thousands of journeys made by drivers usingits eco:Drive tool, which helps people monitor their fuel efficiency and learn eco-driving techniques.

This was the first ever study of its kind, analysing real journeys made on real roads, by real driversgoing about their everyday lives. These slides explore how easily people learned to eco-drive, theexternal factors influencing their efficiency – and the potential savings to be made.

428,000 journeys | 5,700 drivers | 150 days | 5 countries

Number of mentions in blogs and forums

FUEL EFFICIENT

TYRES43,867

2%

ALTERNATIVE FUELS450,993

22%

ELECTRIC CAR918,639

44%HYBRID CAR

344,05417%

TPMS48,035

2%SOLAR CAR

85,7334%

ECO-DRIVING51,307

2%

HYDROGEN VEHICLE175,078

8%

WHY IS ATTENTION ON ECO-DRIVING SO LOW?Difficult to measure how much it saves

Difficult to apply in real lifeMore people get excited about tech innovations

TECHNOLOGICAL CHANGE The debate around reducing car emissions is mostly concentrated on technical innovations.

BEHAVIOURIAL CHANGE But only if people also change their behaviour and drive in a fuel efficient way canwe minimise CO2 emissions.

THE PUBLIC DEBATE AROUND REDUCING CAR EMISSIONS IS FOCUSED ON TECHNOLOGY

In blogs and forums around the globe people mostly discuss eco-technological innovations. Eco-driving is seldom mentioned.

DOWNLOAD

STEP 1 STEP 2 STEP 3 STEP 4

Driver puts personalised tips into practice

USB stick plugged into car atbeginning of journey.

DRIVERApplicationsaved onto thecomputer fromfiat.com/ecodrive.

DOWNLOADDriving data recordedon USB stick.

USBData analysed by eco:Driveapplication.

COMPUTEReco:Drive analyses driving behaviour and advises on improvement, focusing onfour key areas: acceleration, gear changes,average speed and deceleration.

FEEDBACK

FIAT ECO:DRIVE – POPULARISING ECO-DRIVING BY MAKING IT EASIER AND MORE ENJOYABLE

.

HOW DID PEOPLE’S BEHAVIOUR CHANGE WHILE USING ECO:DRIVE?People’s driving behaviour changed most significantly in the first 30 days of eco-driving.

CO2 EMISSIONSFUEL CONSUMPTIONSAVINGS PER

AVERAGE CAR LIFECYCLE

Five times the annual oilproduction at the world’sbiggest oil rig.

FUEL CONSUMPTION

Equivalent annual savings thatwould be made if everyonein the EU was an eco-driver.

IF WE WERE ALLECO-DRIVERS IN EU The same as Portugal’s

yearly emissions.

CO2 EMISSIONSSame as the investmentin renewable energy inthe EU in 2009.

MONEY SAVED

-6%-16%

-1,088kg

-2,895kg

MONEY SAVED

€600€1,575

37 billion litres 90 million tons 50 billion Euros

AVERAGE ECO-DRIVER

TOP 10% ECO-DRIVERS

ECO-DRIVING BRINGS SIGNIFICANT SAVINGS

Drivers save fuel and money and reduce their CO2 emissions.

EFFICIENT DECELERATIONReleasing the accelerator pedal with thegear engaged stops fuel consumption.

Performance after using eco:Drive on a scale from 0 to 100

Cont

ribut

ion

to to

tal e

co-d

rivin

g ch

ange

s

STEADY AVERAGE SPEEDAnticipating speed variations and maintaining

a moderate, steady speed improves fuel consumption.

25%

15%

SOME TECHNIQUES SAVE MORE THAN OTHERS…Early gear changes and smooth acceleration contribute mostto reducing fuel consumption and drivers should focus first onimproving these areas.

…AND SOME ARE EASIER TO LEARNAfter using eco:Drive, people achieved highest scores on efficient deceleration. There is still greatsavings potential in smooth acceleration and early gear changes, but urban traffic conditions oftenmake it difficult to improve.

29%

31%

56

63

64

68

EARLY GEAR CHANGESShifting up a gear properly enables the

engine to run more efficiently.

SMOOTH ACCELERATIONAccelerating gently reduces fuel consumption,

noise and noxious emissions.

FOUR STEPS TO FUEL EFFICIENCY

There are four key ways to become a good eco-driver. Some contribute more to total savings, while others are easier to achieve.

The average tripdistancedrivers traveldoesn’t change.

But their averagejourney timeis slightly shorter.

Which means thatthey are not slowerthan before.

Because drivers aremore aware anddrive more fluidly.

SAME DISTANCE LESS TIME HIGHER SPEED LESS STOPPING

-13%-3.3%10 km +2.4%

min

km/h

DAYS ECO-DRIVINGDAYS ECO-DRIVING

2.5

2.2

1.9150 30

min

DAYS ECO-DRIVING

15.5

14.5

13.5

12.5

16.5

150 30 150 30

km

DAYS ECO-DRIVING

7.4

6.2

6.8

5.6

5.0150 30

21.1

19.8

22.3

18.6

AVERAGE TRIP DISTANCE AVERAGE JOURNEY TIME AVERAGE SPEED AVERAGE STOPPING TIME

= Data recorded = Linear approximation

ECO-DRIVING SAVES FUEL – AND CREATES BETTER DRIVERS

After using eco:Drive for 30 days, drivers moved through traffic more fluidly.

BUBBLE SIZE: % FUEL SAVED PER €1 SPENTECO-DRIVING: THE MOST COST-EFFECTIVE WAY TO SAVE FUELWhile technological innovations can incur a significant extra cost for drivers, eco-driving is free.To maximise CO2 savings, technological innovation must be combined with eco-driving measurement and feedback.

£0 €250 €500 €750 €1000 €1250 €4000 €4500 €50000%

10%

5%

20%

FUEL

CO

NSU

MPT

ION

RED

UCTI

ON

ADDITIONAL COST

Hybrid

Dual clutchPiloted gearbox

Variable valve timing

Fuel efficient tyresStart&Stop

Eco-driving

Tyre pressure monitoring system

Engine downsizing and turbocharging

The bigger the bubble the more fuel is saved per Euro.

HOW DO THESE SAVINGS COMPARE WITH OTHER CO2 REDUCING TECHNOLOGIES?

Eco-driving reduces fuel consumption on a level with technological innovations but at no extra cost.

WHAT ARE THE EXTERNAL FACTORS INFLUENCING ECO-DRIVING? Eco-driving isn’t just a personal question of the driver’s attitude. It’s also dependent on local roadsystems and cultural context.

If London could increase average journey speeds by 5km/h, fuelconsumption and CO2 emissions would automatically be reducedby 11% due to traffic moving more fluidly.

0 20 40 60 80 100 120 19 km/h 24 km/hAVERAGE SPEED (km/h)

FUEL

CO

NSU

MPT

ION

(l/1

00km

)

-11%

5 km/h

London average:19 km/h

SPEED UP CITIESMapping fuel consumption against the average speed for each journey shows that driving at lower average speeds can actuallyuse more fuel. This is due to traffic conditions provoking a lot of braking and acceleration, making it difficult to drive fluidly.

MORE AVERAGE SPEED, LESS FUEL

11%CO2 REDUCTION

GOOD ECO-DRIVING MEANS DRIVING FLUIDLY

But traffic conditions don’t always allow this. That’s why fuel consumption increases with lower average journey speed.

055

56

57

58

59

60

61

62

63

5 10 15 20 25 30

DAYS ECO-DRIVING

% O

F DR

IVIN

G E

FFIC

IEN

CY

UNDERSTANDING CULTURAL DIFFERENCESUnderstanding more about the role of culture in how people drive could make greener driving policies and campaigns more tailored to local needs, and therefore more effective.

LEARNING CURVEThe learning curve is similar in all countries, with the greatest improvements being seen in the first 10 days and a steady but slower rise in the following days.

People in the UK are the best eco-drivers in Europe due to their exceptionally smooth and thoughtful handling of gears.

German drivers accelerate too forcefully, but do well in holding a constant speed and shifting gears early.

Drivers in France are best at decelerating smoothly, but gear changes let them down. But, they improved most out of all countries in this technique.

Italian drivers had most trouble with keeping an average speed and decelerating smoothly. They also showed the least improvement.

Spain had the worst initial eco-driving results, but made the biggest improvement over the 30 day period.

UNITED KINGDOM

GERMANY

FRANCE

ITALY

SPAIN

CULTURE AFFECTS DRIVING EFFICIENCY

Different regions have different driving styles.

HIGHER THAN AVERAGE

LOWER THAN AVERAGE

TRAFFIC FLUIDITYROAD SYSTEMS AFFECT ECO-DRIVINGWhile eco-driving appears to be easier in Germany due to high average speeds and low stoppage time, it seems to bemore difficult in Italy and Spain.

UK

33.9 km/hAVERAGE SPEED

8 min/dayAVERAGE STOP TIME

GERMANY

34.3 km/hAVERAGE SPEED

6 min/dayAVERAGE STOP TIME

FRANCE

34.0 km/hAVERAGE SPEED

8 min/dayAVERAGE STOP TIME

ITALY

31.4 km/hAVERAGE SPEED

9 min/dayAVERAGE STOP TIME

SPAIN

30.9 km/hAVERAGE SPEED

10 min/dayAVERAGE STOP TIME

WHERE ARE THE EASIEST PLACES TO ECO-DRIVE?

The study results suggest that some countries are easier to drive in than others, probably due to their more fluid traffic systems.

HOW CAN WE HELP EVERYONE TO ECO-DRIVE?Governments, industry and drivers need to work together to create conditions that allow moredrivers to eco-drive.

DRIVER

GOVERNMENT

BECONSIDERATEECO:DRIVER

PUSHAWARENESS ANDUNDERSTANDING

COMPETITIONSAND DEMOS

ADAPTDRIVING TESTS

‘ECO’ MODESWITCH

MANAGETRAFFICDEMAND

ADJUSTAVERAGE

URBAN SPEED

ECO-ROUTESON SAT-NAVS

CAR INDUSTRY DRIVERS GOVERNMENTManufacturers and other suppliers need to make cars more efficient, but also push innovations that help people change the way they drive.

Motorists should champion behavioural change by promoting eco-driving to other drivers. Once a critical mass of eco-drivers is achieved, eco-driving becomes easier for everybody.

Government and local authorities need to pushawareness of eco-driving, tailor solutions to localdriving conditions and habits, and factor driving efficiency into road and traffic planning systems.

TRAFFICPERFORMANCEMEASUREMENT

SYSTEMS

MANAGEROADWORKS

ENCOURAGEECO-DRIVING

IN FLEETS

LIVE IN-CARFEEDBACK

LOWEMISSSIONVEHICLES

EXTENDSTART&STOPTECHNOLOGY

‘ECO’ MODESWITCH

CAR INDUSTRY

= AREA IN WHICH EVERYONE CAN WORK TOGETHER

WHAT CAN WE ALL DO TO ENCOURAGE ECO-DRIVING?

Government, drivers and the car industry can work together.

ACCOLADES FOR ECO:DRIVE

We’re not the only ones getting excited about eco:Drive. Take a look at some of the awards it’s won.

Guardian Innovation AwardBest Digital Technology 2009

Clio Awards - InnovativeUse of Technology 2009

Cannes Cyber LionsGrand Prix 2009

Frost & Sullivan – European ProductInnovation Award 2009 – Winner

Green Apple Award (UK Government) Green Champion

Best Green DevelopmentBusinessCar Techies 2010

The One Club InteractiveAwards – Best in Show 2009

Revolution AwardsBest Integrated 2009

BIMA – Special Achievementin Innovation 2009

ContagiousMost Contagious 2008

IAB/Microsoft Advertising Grand Prix2008 – Most Innovative Campaign

Campaign Big AwardsAutomotive: Digital 2009

Auto Express MagazineSpecial Award 2009

Creative Circle – Most InnovativeDigital Campaign 2009

Creative Review AnnualBest in Book 2009

REFERENCES AND SOURCES

• Search in Google Blog Search in English, Spanish, French, German and Italian on 2 July 2010

THE PUBLIC DEBATE AROUND REDUCING CAR EMISSIONS IS FOCUSED ON TECHNOLOGY

• Average fuel cost calculated using Notizie statistiche petrolifere, Unione Petrolifera, May 2010• Oil rig extraction from Oil and Gas, Newfoundland Labrador Department of Finance, Economic research and Analysis Division, 2010• Portugal emissions from Millennium Goal Indicators, United Nations Statistics Division, 2009• Investment in renewable energy from Green Energy in 2009, Rutherford, M, 2010• European car park and emissions estimated on basis of:

• Automobile in cifre, ANFIA, 2009• Monitoring the CO2 emissions from new passenger cars in the EU: data for the year 2008, European Commission, 2010• Notizie statistiche petrolifere, Unione Petrolifera, May 2010

ECO-DRIVING BRINGS SIGNIFICANT SAVINGS

• Review and analysis of the reduction potential and costs of technological and other measures to reduce CO2 emissions from passenger cars, TNO Science and Industry, 2006

HOW DO THESE SAVINGS COMPARE WITH OTHER ECO-INNOVATIONS?

• London, Paris and Berlin traffic speeds from Europe’s Slowest City, Keep Moving, 2007• Madrid traffic speed from http://www.madrid.es, 2009• Rome traffic speed from Cittalia 2009

GOOD ECO-DRIVING MEANS DRIVING FLUIDLY

All other data is taken from a study of eco:Drive journeys, between 9 June 2009 and 31 October 2009 (150 days). The total data set consistedof 428,000 journeys made by 5,700 drivers from Italy, France, Spain, Germany and the UK.

Parties involved in producing this research:Fiat Group Automobiles: manufacturer of cars and light commercial vehicles. www.fiat.comCRF: Fiat Group Research and Innovation Centre. www.crf.itCRF- CSST: Studies Centre for Transport Systems. www.csst.it

AKQA: digital agency – www.akqa.comGood Business: responsible business consultancy - http://goodbusiness.co.uk

You can read more about eco-driving and the findings from the eco:Drive data by downloading the eco-driving White Paper: www.fiat.com/ecodrive

INTERESTED IN DOING MORE?DRIVERS: share this study and learn to eco-driveJOURNALISTS: publish the results of this studyCITY PLANNERS: Download the full report at www.fiat.com/ecodrive