Adding to the upgrading of their vehicles, CCE also said that they now have a heavier duty hybrid tractor. The said vehicle is aimed at supporting a 55,000 lbs gross vehicle combination weight. The said innovation is a welcome development for the company’s 33,000 lbs gross vehicle weight.

CCE’s newest truck is designed with a hybrid powertrain for heavier loads. The new hybrid tractor is also in line with CCE’s campaign toward less energy consumption. The new truck is said to consume 305%less fuel that that of its old counterparts. CCE officials also said that the truck is said to produce 30% less of their old hybrid truck’s emissions.

The popular beverage company is not entirely new to the hybrid campaign. CCE has, in fact, started their research for hybrid trucks since 2001. The company has partnered with their suppliers in the search for hybrid electric trucks.

As of press time, CCE has deployed hybrid electric cars in different cities in North America. Some of them include Dallas, Houston, Atlanta, Detroit, Baltimore, Miami, Los Angeles, Toronto and Washington DC. Company officials said that the new hybrid acquisitions are planned to be deployed.

Apparently Shell launched an advertising campaign whereby they claimed “the challenge of the 21st century is to meet the growing need for energy in ways that are not only profitable but sustainable”. The full page ad was promoting Shell’s exploration in Canada’s tar sands and production of synthetic oil as well as their plans to build the US’ largest oil refinery in Texas.

The World Wildlife Federation felt that the statement was a misuse of the word sustainable and deemed that Shell was misleading the public with the ad, obviously to protect the potential profits from the projects. Britain’s Advertising Standards Authority agreed noting that Canada’s National Energy Board had previously indicated some concern over the use of tar sand oil. The Authority further disbelieved Shell’s contention that the refinery in the US would lower emissions.

Shell countered by saying that sustainable meant long-term jobs and stability to the economy but the Authority opinion was that the public does not refer to the word sustainable energy in regards to helping economic woes. As a result, Shell was forced to pull the ad campaign much to the delight of green organizations. Not so much interested in winning the complaint per se, but rather feeling that the government backed the underdog against bad business practices.