(FORTUNE Small Business) – Hybrid cars are becoming a big hit well beyond the Birkenstock crowd because of near-zero emissions and mileage as high as 50 miles a gallon. Los Angeles entrepreneur Jeff Pink, 46, is counting on "green" business travelers to build his new franchise, EV Rental Cars. By exclusively renting environmentally friendly hybrids and natural-gas vehicles through Budget Rent A Car offices in seven major cities, Pink estimates, his firm will turn a profit this year of $560,000, on sales of $5.5 million. With rates $20 a day more than standard compact vehicles, winning over guzzlers will be tough. "More than half the people still think you need to plug in a hybrid car," Pink says. Lesson No. 1: Hybrids automatically recharge their batteries and never need an outlet. --KELLY BARRON