Despite rising gas prices and a growing concern about climate change, the auto industry is going on the offensive to convince Americans to oppose dramatically higher fuel economy requirements.

Led by Detroit’s Big Three and Toyota Motor Corp., the industry is launching print and radio ads this weekend warning consumers that fuel regulations under consideration by the U.S. Senate would lead to higher vehicle prices and smaller and less safe vehicles.

The ads feature rural pickup owners and SUV-driving soccer moms to make the case that a Senate proposal would limit consumer choice and tie the hands of automakers.