Just as gasoline prices promise to rise to record levels, Google Inc. (NASDAQ: GOOG) has found a new outlet for its Google Maps -- the gas pump. I think this is a splendid idea, particularly for drivers who need gas and directions, although there seems to me to be some danger that Google could tarnish its Do No Evil brand by associating itself so closely with the oil industry.

The Associated Press reports that 3,500 gas pumps, made by Gilbarco Veeder-Root, will include an internet connection and will display Google's mapping service in color on a small screen. Motorists will be able to scroll through several categories to find local landmarks, hotels, restaurants and hospitals selected by the gas station's owner. After the driver selects a destination, the pump will print out directions. Eventually, Gilbarco Veeder-Root hopes to enable motorists to type in a specific address and get directions.

Google will not put advertisements on the maps but the participating retailers will be able to make extra money from other merchants that offer coupons on the service. Google seems to think that giving away its maps at the gas pump will increase the number of people who use the service in places where it does advertise. I just wonder whether people will feel good about Google as they watch the price of filling up their tanks climb towards $100.

Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter.

Google Maps helps ease the pain of $4 gas originally appeared on BloggingStocks on Wed, 07 Nov 2007 11:30:00 EST. Please see our terms for use of feeds.