One of the keywords for the reorganization of the automobile industry and the development of cars for the 21st century is "environment." Analysts consider that the key for carmakers to survive the competition will be their ability to provide environmentally friendly cars at reasonable prices. Unlike the United States, which has vast expanses of land, and Japan, which is surrounded by sea, exhaust emissions on the European Continent tend to stay in the air and, therefore, people's consciousness toward the environment is especially high. Development races and strategic alliances targeting the European market are becoming intense.