Honda claimed at the end of last year that it would sell 250,000 hybrid cars a year by 2009.
One of the cars it hopes will pull in the punters is the CR-Z, which is currently a concept model the company hopes to launch next year.
Shorthand for "Compact Renaissance Zero", the CR-Z "is a forward-thinking exercise in using inspired design and the latest technology to create a vehicle that delivers thrilling performance, as well as a reduced environmental footprint", say motor journos.
The key tech is its Integrated Motor Assist technology, which "recaptures" energy when you break.
Here's some pics, including snaps from this year's Goodwood Festival of Speed for you to drool over.