A　facile　approach　to　promote　ethanol　electro-oxidation　on　Pd-based　catalysts　is　presented　by　the　modification　of　Bi　on　Pd/C　catalyst　via　irreversible　adsorption.　X-ray　diffraction　(XRD),　transmission　electron　microscope　(TEM)　and　X-ray　photoelectron　spectroscopy　(XPS)　measurements　show　that　the　modification　of　Bi　has　no　significant　effect　on　the　Pd　morphology　and　particle　size　distribution.　Bi(III)　and　Pd(0)　are　the　dominant　forms　in　Pd-Bi/C　catalyst.　Electrochemical　tests　show　that　the　modification　of　the　appropriate　amount　of　Bi　on　Pd/C　catalyst　can　remarkably　enhance　activity　toward　ethanol　oxidation　reaction　(EOR)　up　to　about　2.4　times　higher　compared　to　Pd/C　catalyst.　The　Pd-Bi/C　(20:1)　catalyst　exhibits　excellent　stability　and　enhances　CO　tolerance.　The　enhanced　electrochemical　performance　of　Pd-Bi/C　catalyst　is　attributed　to　the　electronic　effect　and　the　bifunctional　mechanism.　The　high　exchange　current　density　and　the　low　apparent　activation　energy　on　Pd-Bi/C　(20:1)　catalyst　reveal　its　faster　kinetics　and　higher　intrinsic　activity　compared　to　Pd/C　catalyst.　(C)　2013　Elsevier　Ltd.　All　rights　reserved.