Jemca Toyota Prius Hybrid - 2008

Driven correctly, hybrid cars such as the Toyota Prius and Honda Civic Hybrid produce no emissions when in electric-only mode. In congested city centres such as London motorists travel no faster than they did using a horse & cart in the 19th century. Hybrids are congestion charge exempt, but unlike the average battery-powered quadricycle, they are full-sized saloons and their electric motors are charged by the engine, making them good for long distance trips too.

"People driving into London during the day can save up to £2000 a year by driving a Prius - and even those residents who get a 90 per cent discount can save several hundred pounds on council charges"

- Roger Hart, Jemca Toyota

Actors Jude Law and Koo Stark, TV personality Esther Rantzen and promoter Harvey Goldsmith are among the well-known names to have bought Prius cars from Mr Hart at Jemca. 

"Another factor is that a lot of people in London have been passengers in Prius taxis run by fast-growing companies such as Green Tomato - another Jemca customer - and the experience has encouraged them to look into buying."

Some safety campaigners have raised concerns that a hybrid or fully-electric vehicle could pose a danger to other road-users, especally visually-impaired pedestrians and several artificial sounders are being developed. However, a specially-comissioned study suggests if the world was full of electric vehicles, crossing the road would be no more dangerous than it is today.

Lisa Rogers, Julian and the Revolve Eco-Rally organisers pose for the press in front of the suitably liveried Prius at the Eco-Rally pit-stop.