The latest Japanese hybrids are shattering the hybrid stereotype. Not only do they look like conventional cars, but they outdo their gas-only siblings in both performance and fuel economy. Toyota's Lexus RX 400h hybrid sport-utility vehicle is based on the popular RX 330. It combines, however, the RX 330's 3.3 liter V-6 engine with three electric motors, resulting in 30 more horsepower over the RX 330 and a split-second quicker acceleration from zero to 60 miles per hour. While the extra pep may not seem like much, it's all the sweeter, given that the RX400h achieves 67 percent better gas mileage over the RX 330 in the the city and 8 percent more on the highway! Likewise, Honda's elegant new hybrid Accord offers improved power, zip and fuel economy over the gas-only version.

In sum, the newest hybrids offer better performance with the convenience of fewer stops at the pump compared to their gas-only siblings. Future hybrids will only improve on this duel benefit. Some analysts say hybrids aren't worth their higher prices, typically $3,000 more than conventional models. Nevertheless, Toyota's and Honda's high-performance hybrids speak smartly to our emotions (desire for more speed and power) and our rationalizations (need to reduce our foreign oil dependency and improve our environmental quality of life) at a time when two of Detroit's Big Three automakers aren't offering any hybrids, and Japanese hybrid manufacturers can hardly keep pace with growing U.S. demand.

Marrying efficiency with improved functionality is becoming the new standard of "high performance," and savvy pioneers in the construction and auto industries are showing that green can be the smart consumer choice. With concerns over America's energy security and rising energy and resource prices, watch other industries turn green as well.

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Edwin R. Stafford is an associate professor of marketing at Utah State University.