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Walking around the stands at the European Road Transport Show in Amsterdam last week, anyone would have been forgiven for thinking that those in the commercial vehicle industry have suddenly become ardent environmentalists. Hydrogen-powered prototype trucks, fully electric and diesel-electric vans - they were all on display as companies fell over themselves to demonstrate their green credentials.

It wasn't just niche brands either, all the major manufacturers were waving the green flag.  A quick glance around the show and you'd have seen Fiat's battery-powered Fiorino van, Iveco's hybrid diesel-electric Daily and a hydrogen-powered Mitsubishi Canter from Hytruck. The whole sales pitch for vehicles has been changed too - gone are brochures boasting about top speeds or record-breaking horsepower and in have come phrases such as "zero-emissions" and "climate-friendly".

The truth is that manufacturers are responding to consumer demand, fuelled by moves from national and local governments around Europe, to force the green agenda. Congestion charging schemes and low-emission zones are being introduced or considered in big cities and towns all over Europe. The London Low Emission Zone, due to be introduced next February, is a case in point. Like it or loathe it, the greener an operator's fleet, the lower the financial burden.

Additionally, businesses are turning to electric and hybrid vehicles to take advantage of tax incentives, or parking and charging exemptions  and, let's face it, the good PR that moves like this generate. The environment is no longer on the fringes of the political debate, but at its centre, as governments around the world look to cut carbon emissions. Take this statement from the Start Future Now! stand at the Amsterdam Show, designed to highlight the environmental credentials of the industry: "Both the wider industry and individual companies are investing vast sums in sustainable developments and applications.

"Unfortunately, many of these developments are invisible to the general public and the outdated stereotypes still persist." The clear message to the road transport industry is: shows such as Amsterdam, Hannover and the UK's CV Show provide an excellent opportunity to demonstrate to people that the road transport industry is at the forefront of new technology to protect the planet. Unfortunately, as noted, those "outdated stereotypes" still bedevil us - the general public still associates the industry with the smoke-belching trucks and vans of the 1970s or 1980s.

Of course, the truth is somewhat different: in the past 20 to 30 years, 40-tonne trucks have reduced their fuel consumption by about 30% and Euro 5 trucks produce 95% less particulate matter than their Euro 1 counterparts. Meanwhile, great strides made in the field of telematics now allow transport companies to plan the most fuel-efficient routes, work together better, and cut empty running.

Interestingly, British representation at the show was limited, although Coventry-based Modec displayed one of its electric-powered vans. The firm is at the leading edge of environmentally-friendly technology, with its vehicle aimed at the urban delivery market. It took the opportunity to put itself on the European stage and demonstrate how green road transport can be. It's a pity there aren't more British-owned manufacturers left to do the same.