Industry is cleaning up its act; CHRIS RUSSON visits the Britsh International Motor Show. This is his verdict

Evening Chronicle (Newcastle, England), July 25, 2008

Byline: CHRIS RUSSON

MOTORISTS are under the cosh, feel taxed to the hilt and face record prices at the pumps.

Fuel economy and exhaust emissions have become the number one factor for drivers from all walks of life.

But the car industry is cleaning up its act and is out to prove being green can be fun at the British International Motor Show.

It's a surprising approach that brings together the latest in alternative fuel technology.

As well as a new generation of electric city cars on display in the middle of the auto spectacular there are plenty of sparkling new conventional models making their mark.

Old rivals Ford and Vauxhall are head-to-head again, revealing a new Fiesta and the larger Insignia family car.

The swish new Fiesta will follow on the success carved out by previous generations, but is also out to take the honours as the cleanest family car on our roads. It's also pounds 155 cheaper than the previous model at pounds 8,695.

Vauxhall's Insignia meanwhile is out to steal the glory from Ford's Mondeo.

The Insignia, priced from pounds 15,935, looks good and at last has an interior to match its purposeful lines.

Land Rover and Jaguar are also flying the flag for Britain at their first public outing since being bought by Indian conglomerate Tata.

Jaguar has a special edition of the XK at the show to mark 60 years of the racing breed, while Land Rover is proving 4x4s can be green while showing off its stunning LRX concept car, likely to go into production in 2010.

The low-emission Land Rover uses an electric motor to power the rear wheels - a device said to cut CO2 emissions by more than 20 percent.

Virtually every one of the car makers at the show has an eco model of some description. Citroen is promoting its Airstream line-up, Saab has its biofuel range on display and Ford's ECOnetic system - already available on the Focus - is going into the new Fiesta.

Spanish car maker SEAT meanwhile revealed a rival to the new Fiesta by unveiling its three-door Ibiza Sportcoupe, priced from pounds 8,595.

No motor show would be complete without concepts and Kia has the latest, near production, version of its funky Soul cars on show, while Renault and Peugeot are giving British debuts to their Megane and 308 coupe concepts.

Fans of power and luxury have the latest Bentley Continental Flying Spur to admire while those who like muscle machines will be treated by the new Chevrolet Camaro convertible.

Nissan, which makes the popular Qashqai and Micra at its factory in Sunderland, is also proving it can do hardcore with an amazing cutaway of its multiperformance supercar, the GT-R. The car maker also has its unusual Cube electric concept in Britain for the first time.

Perhaps the most spectacular display is the sea of metallic red, which fills the Alfa Romeo stand where the company is giving its new MTO sports hatch its world premiere .

The show features 23 global debuts and more than 50 models are making their first European or UK appearance.

Visitors will be able to see 600 cars on show from 60 manufacturers, worth a total of more than pounds 37m.

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ON DISPLAY - The Vauxhall Insignia, left, and SEAT Ibiza coupe, below, are on show