Mercedes-Benz calls them BlueEfficiency models, VW BlueMotion - now sister company Audi has jumped on the 'clean' bandwagon with the first in a series of ultra-efficient models called… Ultra.
Which is actually a neat bit of marketing because the first Audi Ultras were very fuel-efficient turbodiesel racing cars, which scored precious time in endurance races by being able to stay out longer between pit stops than more conventional petrol-powered rivals.
The A3 1.6 TDI Ultra is not a racer, but it's no shopping trolley either. Even with only 81kW on tap, it'll zoom up to 100km/h from rest in a claimed 10.5 seconds and top out at 200km/h - at an average fuel consumption of just 3.2 litres of ultra-clean per 100km, with CO emissions quoted at 85g/km.
Audi says it'll do more than 1500km (that’s from Johannesburg to Cape Town!) on a 50-litre tankful.
HOW'D THEY DO THAT?
Actually, it's not rocket science. Judicious use of lightweight materials has reduced the Ultra's kerb weight to only 1205kg, ride height has been lowered by 15mm and S line side sills fitted to improve aerodynamics, along with an extra-long top gear and special low rolling-resistance 205/55 R16 tyres.
But none of Audi's comfort features have sacrificed; air conditioning, premium sound and power windows are standard equipment.
The A3 Ultra is intended to be the first of a range of Ultra models with both TDI diesel and TFSI petrol power and a considerable focus on technology reducing fuel consumption and emissions.
It's available to order now in Europe, in three-door hatch or five-door Sportback format, for delivery in September at prices starting from €25 200 (R332 500).
Audi SA is planning to release the Ultra models in South Africa as 2015 models, starting from the second half of 2014.