The international car industry is currently presenting many environmentally friendly models at the IAA, the biggest car exhibition in the world. Can the idea sell in the home of Aston-Martin and Jaguar?

Estimates say 64% of British drivers could use hybrids and 21% are thinking hybrid for their next new car. They would even be willing to pay $1900 more than for a conventional car, according to market research institute Maritz Research.

"There is huge enthusiasm for hybrids amongst British consumers," explains Christian Vorwerck, director of marketing at Maritz Research. "The potential for the car industry is massive."

Potential, yes, though the actual proportion of hybrid cars on the roads of Britain remains low, around one percent.

The discussion regarding climate change in previous months has been particularly helpful in boosting the profile of hybrid technology amongst consumers. 63% of British car drivers claim to be familiar with the way a hybrid engine works. This means that knowledge of hybrid technology is significantly greater than that of other alternative technologies such as bio-diesel or electric engines.

"Even the image of certain car constructors has profited from this" says Vorwerck. Toyota is a perfect example - the Japanese company has been able to make the Prius a synonym for a clean car. And even dealers are now convinced that Toyota has the most environmentally friendly portfolio of cars: 54% of British car dealers regard it as the leading force in the development of alternative engines.

According to the study, British drivers would pay this much more for green motors(i):

1. Hybrid: $1900
2. Fuel cell: $1700
3. Electric: $1800
4. LPG: $1260
5. Bio-Diesel: $1550
(i)in comparison with a petrol engine.

This extensive study was conducted with a sample of 1,600 vehicle-owners in UK, Germany, France and Italy.