Companies that make some of the most expensive cars in the world are working to clean up their acts with more fuel efficient dream machines.
"If a company doesn't have a hybrid or an electric car, that stands out now," said Sebastian Blanco, the editor of Autobloggreen.com
Ferrari has been researching gasoline-electric hybrid power for its ultra-pricey and ultra-powerful sports cars. Last year, Ferrari showed off this concept car, the 599 HY-KERS, at the Geneva Motor Show.
All this research isn't just about meeting emissions regulations, insists Thomas DuPont, publisher of the DuPont Registry, a catalog for the super-rich. There is a genuine market for green ultra-luxury cars.
"If you've got one Ferrari and you can afford another, why wouldn't you want a hybrid?" he said.