The 90 kmh Economy Drive is all about reducing automobile gas consumption and pollution via a voluntary reduction in highway driving speed. Car engines are more efficient today, but this has not reduced overall gasoline consumption. "Each 5 mph you drive over 60 mph can reduce your fuel economy by 7-8%." Converted to kmh, this translates to a 1% increase in fuel consumption for every kmh. So by driving slower, you save gas and money while cutting pollution.
In the face of dwindling energy supplies and increased greenhouse gas emissions, the aim is to create a rhizomic project: one that can attract and engage many audiences via pubic participation on multiple fronts. Heralding the start of a slow driving movement, the 90 kmh Economy Drive can be seen as a form of creative performance, with the distinctive maple leaf imagery serving as badge of awareness and positive action for the environment.
N.B. Consumption data is sourced from the Fuel Economy Guide: Model Year 2011, Office of Energy Efficiency & Renewable Energy. Published by the U.S. Environmental Protection Agency & U.S. Department of Energy. p.30, 2011.
2Fuel Economy Guide: Model Year 2011. Germantown, MD:
Office of Energy Efficiency & Renewable Energy, U.S. Environmental
Protection Agency & U.S. Department of Energy, p.30. 2011.