Ford has flexed its green muscles at this year's British Motor Show in London.

The company, which announced it is to invest £1billion to make its motors “the greenest in Britain” earlier in the week, showed off a new bio-ethanol powered Ford Focus Coupé-Cabriolet concept car as part of the Flexible Fuel Vehicles at the show.

The Coupé-Cabriolet Flexible Fuel Vehicle (FFV) concept leads a trio of FFVs on the show stand, including the new Ford C-MAX FFV.

Research from Imperial College, London, shows that Ford's 1.8-litre FFV technology in the Coupé-Cabriolet concept, C-MAX and existing Focus bio-fuel car achieves a true CO2 emissions figure of 99.6g/km. This "well-to-wheel" analysis beats comparable vehicles using hybrid technology.

The new Ford C-MAX FFV adds a Multi-Activity Vehicle alternative to the blue oval's existing Ford Focus bio-fuel range, which includes five-door and estate versions. Prices for the Ford C-MAX FFV, available in LX, Sport, Zetec, Zetec Climate and Ghia trim, are from £14,695 – the same price as a conventionally-fuelled 1.8-litre gasoline Ford C-MAX.

In addition to developing the Ford Focus range, Ford said that The Land Rover and Ford Transit, Britain’s best-selling van, and Jaguars will also get more fuel-efficient, greener engines.

Ford acknowledged that cleaner vehicles were needed “urgently” and vowed 9,000 engineers’ jobs across Britain would be involved.