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2009 Hyundai Elantra Touring

Washington DC March 26, 2008; The AIADA newsletter reported that automakers are responding to a rise in demand for fuel efficient vehicles with cars that are light on gas but heavy on power.

According to Forbes, we can expect to see some of these next-generation hybrid systems, clean diesel engines, and hydrogen fuel cells appear as early as this summer. That's when Volkswagen will launch the Jetta sedan and sport wagon. It's got a turbocharged direct-injection diesel engine that promises to improve on the current model's fuel economy by 30%.

Later in the year, Hyundai will launch the 2009 Elantra Touring whose continuous variable valve timing lowers emissions and delivers good fuel economy. The 2009 Mercedes-Benz R320 clean diesel also rolls out later this year with a three-liter V6 turbo diesel engine that injects urea into the exhaust stream to clean emissions.

"We have to see how customers are going to react to the vehicles," says John Hanson, a Toyota spokesman. "The real challenge over the next five to 10 years is market preparedness. We have to deliver vehicles that live up to the high expectations of consumers.

The question is: Are consumers ready to make some lifestyle changes?"