All eyes in the automotive world will perhaps be on the British International Motor Show in London this week, where positive PR will hope to be made for hydrogen vehicles of the future as they line-up among the many modern supercars on display.

A diverse collection of classic cars, supercars, concept cars, boats, and live action will all be showcased at the event and hydrogen technology will also be given another outing in the public domain.

Regarded as the single biggest event at the show is the worldwide debut for Vauxhall’s crucial Vectra replacement, the Insignia. London’s show-goers will be the first to see the car in the flesh, but what may also catch the eye is another display of the sleek Morgan LIFECar.

A focus is increasing switching to the world of hydrogen and fuel cell vehicle technology, just as some feel that hydrogen is perhaps losing out in the plug-ins PR war. With not long to go until the award-winning British International Motor Show, sponsored by Zurich Connect, returns to ExCeL London from 23rd July to 3rd August 2008 this focus has possibly intensified in recent weeks.

The new hydrogen-fuelled version of the Nissan X-Trail received a good press in the media last week and had been expected to feature at the show this week, among the hundreds of cars on display.

The Morgan LIFECar may well attract more of the attention from onlookers though, as it follows up a recent public appearance at the Sexy Green Car Show at the Eden Project in Cornwall with a showing amid the bright lights of the capital.

An intriguing mix of traditional craftsmanship and cutting edge technology, the sleek, stylish and sophisticated LIFECar concept is powered by hydrogen fuel cells developed in the UK and has been developed in partnership with a number of companies including The Linde Group’s BOC.

Also at the British International Motor Show will be the Co-operative Insurance Greener Driving Pavilion, sponsored by The Co-operative Insurance in association with ACT ON CO2. The stage will feature interactive displays, vehicle cutaways and simulators alongside exciting new environmental automotive technologies including fuel cells, electric vehicles and hybrids.

The Co-operative Insurance Greener Driving Pavilion is to include the Electric Vehicle Village and will be the venue for the inaugural ‘What Car? Green Awards 2008’, the overall winner of which will be on display throughout the show.

The Department for Transport’s ACT ON CO2 campaign co-sponsors the Greener Driving Pavilion at the Motor Show, with the campaign aiming to provide simple information to help consumers pick a more fuel efficient car as we all strive towards a greener future.