On my way to Telematics Detroit today, I drove in a San Francisco Greencab. This cab company has been around for a year and have 4-5 Prius cabs running. They are attracting a more loyal, younger clientelle- the driver told me that many of their clients already have a Prius and expressly ask for Greencabs. Greencab is already more carbon efficient than other gas-guzzling cab companies but is also looking into buying carbon credits in order to become carbon neutral- when I asked the driver whether the company had done the math on buying carbon credits relative to the company's cash flow, he said it wasn't that bad.
With a growing class of eco-conscious consumers, there are going to be a slew of features and products released in the digital car market that appeal to this consumer base. Some features would be green routing, integration with OBD2 interfaces for better carbon emission monitoring, integration with community etc. Can there be a breakout new startup in this area?