In Geneva global car makers are dazzling consumers with their latest models at the international auto show. They're also trying to whip up an appetite for new fuel technologies while keeping emerging markets well in mind.
It's all about going green at the 81st Geneva International motor show.
Traditional auto makers are competing with electric and hybrid technologies, as they unveil their latest models.
Volvo unveiled its hybrid diesel V60 sedan, a plug-in concept car aimed to be on the roads by 2012. Peugeot is set to become the world's first production diesel hybrid vehicle, with production expected to start this year. Audi, Nissan, and Toyota are also investing in the green car market.
Daniele Schillaci, President of Toyota France said "With more than 3 million hybrid cars being sold in the world and more than 300,000 in Europe, we have a very reliable technology, very low users' costs, a fantastic technologic innovation, and original driving sensations. All these factors are very important for the client."
Even top luxury auto makers such as Rolls-Royce, Ferrari and Porsche refuse to miss the green wave, they're introduce their own electric and hybrid versions.
However, analysts say consumers are becoming more realistic about the availability and price of electric vehicles.
Christoph Sturmer, Research Director of IHS Automotive said "The consumer wants to be painlessly green, he wants to have the newest stuff at the lowest possible price, and it's this expectation management that is now slowly kicking in."
The Geneva auto show, attracting 260 exhibitors from 31 countries, is now open to the public.
While Europeans get to admire the greener touch in Geneva, analysts say that car makers are targeting fast growing emerging markets like China.