"After years of pushing power and performance, the U.S. auto industry has begun to view conservation as a marketable quality," writes Greg Schneider in a review of the major U.S. auto manufacturers' green initiatives. "The automakers believe Americans finally seem willing to pay for alternative technologies that have long been confined to the laboratory or test track." Environmentalists are encouraged but not optimistic, he writes, because environmental products are not being produced in large enough quantities to meet the demands of the consumer.