But those who can are still plunking down their money to buy high performance cars and SUVs that have the carbon footprint of a sasquatch.
"I think we can all observe what's happening," says Barry Engle, who took over as president of Ford of Canada in February.
"Up until now there certainly seems to be a preponderance of consumers who, on the one hand express interest in being more environmentally friendly and on the other hand are completely unwilling to give up any performance."
Perhaps it's not surprising after all. Public opinion polls have suggested people are concerned about climate change and want to do something.
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