Flip through the latest issue of Gulf Weekly.
It's taken decades for the message to get through but at last the world is turning to greener motoring.
The demand for hybrid cars is growing with long waiting lists for the proven technology.
In Japan, drivers are poised to benefit from the biggest experiment with electric cars since the milk float.
This is all terribly green and worthy, but these solutions mean forking out for another car. Wouldn't it be better to adapt our existing vehicles?
And while giving up our gas-guzzlers is one thing, what should we do with the billions of old-tech cars already on the road?
After all, simply to scrap them means building new cars. As Conor Faughnan of the UK motoring organisation the AA points out: "Most of the pollution associated with cars actually relates to their construction."
A Japanese start-up company says it might have the answer. It is proposing to retrofit our existing cars with tiny hydrogen generators that work off the car exhaust and supplement existing combustion.
Makoto Okuda, director of Hrein Energy, says: "Adding about three per cent of hydrogen to the intake air results in a lean burn, which has never been possible with gasoline alone."
His company, based in Hokkaido, develops systems to make, store and supply hydrogen. He says "We have improved fuel efficiency by 30 per cent and reduced CO2 emissions by 30 per cent in recent tests."
Now working with Japanese carmakers, Okuda says he hopes to have a system on the market in two to three years.
The beauty of the new system is that it employs the otherwise wasted heat generated by car engines - up to 40 per cent in some cases - to convert an easily transportable liquid organic hydride (a hydrogen-storing chemical) into a gaseous state.
"Hydrogen has fantastic potential," says Faye Sunderland of greencarwebsite.co.uk.
