Flex-fuel vehicles powered in part by ethanol appeal to the sensibilities of American drivers, so much so that their feeling about an automaker dramatically improves when that manufacturer shows leadership on the subject, according to a new study among vehicle owners conducted by Phoenix Automotive.

The online survey, conducted Jan. 7-9 among 2,057 vehicle owners, found that 60 percent are extremely or very familiar with the grain-based fuel. When presented with ethanol's strengths and weaknesses, over 90 percent of drivers said they would prefer a flex-fuel vehicle (running on both bio- and fossil-fuels) over a strictly gasoline or diesel version.

Fully 87 percent of vehicle owners said they would feel much or somewhat better about any manufacturer offering flex-fuel vehicles and supporting ethanol delivery infrastructure.

Ethanol is typically produced from renewable, domestically-raised grain. It is priced similar to or lower than gasoline, and it offers reductions in tailpipe particulate and toxic emissions.

General Motors could gain the most traction.

Only 13 percent of vehicle owners currently perceive General Motors as an extremely or very environmentally-sensitive company. But if GM were to establish leadership in ethanol development and flex-fuel vehicles, 76 percent would see GM as environmentally sensitive.

Consumers perceive renewable resource (42 percent), clean fuel (24 percent) and produced in America (19 percent) as the most important benefits of ethanol-powered vehicles.

 Table:  Extremely or Very Environmentally-Sensitive

 DaimlerChrysler              9 %
 General Motors              13 %
 Ford                        18 %
 Nissan                      28 %
 Honda                       60 %
 Toyota                      61 %

 GM if leader in ethanol / flex-fuel development    76 %