Most press releases that float over the transom sail quietly into the digital trash can, but one announcing the launch of OdoClub got my attention. And irked me.

The basic premise for OdoClub is to apply the frequent flyer business model to car ownership. By driving, club members accumulate points that can be redeemed at participating dealerships. This will breed loyalty to the dealers and ensure continuous two-way communication between the dealers and customers. Not a bad idea, really.

However, the concept of encouraging people to drive more goes against the greening of transportation. Ill timed, this business and marketing message flies in the face of the cash for clunkers (CARS) program, where the government and auto industry are encouraging gas guzzlers to be traded in for more fuel-efficient models – at significant taxpayer expense – in order to stimulate the economy (including local dealerships), reduce our national dependence on fossil fuels, and reduce emissions.

So, while the nation takes a bold step to green the national fleet, with an eye to increasingly stringent fuel economy standards over the next few years and advancing green technology, here is a club dedicated to encouraging driving? More miles, more points. Drive, baby, drive.

It could be said that this just rewards people for what they do anyway. It could also be said that selling beer at drive-through concessions would be convenient, or an on-the-go texting program to provide discounts for multitasking motorists would cut cell phone bills.

Clever idea. Wrong time. No thanks.

—Jeff Bartlett