The society's 2007 Issues Survey, conducted by Ipsos-Mori, shows that consumers are still driven by price when it comes to buying a car, followed by specification and running costs.

A vehicle's CO2 emissions are only the sixth most important criteria.

“Of course price will remain an important factor for all new vehicle buyers but we all appreciate that low emissions should be higher up the list,” said SMMT chief executive Christopher Macgowan. Macgowan highlighted the success of the SMMT's green label scheme, which shows customers the emissions and VED charges of the cars they are looking at in showrooms, but said the survey highlighted the importance of more incentives to raise its importance. “We need more joined-up thinking to continue to drive demand for all types of lower-carbon vehicles,” he said.

Top priorities for car buyers 1 Price 2 Specification 3 Running costs 4 Performance 5 Safety 6 Low emissions 7 Entertainment system Source: SMMT 2007 Issues Survey

Industry chiefs were unable to agree on a single issue which would increase demand for low emission vehicles although most favoured tax incentives and cheaper fuels. “No single factor is going to make someone buy a cleaner car; the thinking must be joined-up and include financial incentives to go green in the showroom and at the pump,” said an un-named boss of a volume car brand.