SINCE the day he brought in Singapore's first petrol-electric hybrid car, the Toyota Prius, William Choo continues to be amazed by the sophisticated technology behind these fuel-efficient vehicles.

"The hybrid technology is a wonderful technology," the director of sales and marketing for the Lexus division at authorised distributor Borneo Motors Singapore says in all earnestness. "With it, a car can be self-charging because of regenerative energy."

Toyota owns Lexus and Borneo Motors distributes both marques. The company is also Singapore's biggest motor distributor with a total 23 per cent market share.

In 2001, Mr Choo imported the first-generation Prius. But as he quickly discovered, the high-tech car was way ahead of its time.

"It was too early; we only sold 16 units of it," the early proponent of hybrid technology said wistfully.

He says Singaporeans were not as environmentally conscious back then, and didn't recycle their bottles and plastic bags as much as they do now.

So why did Borneo Motors decide to launch the market's first hybrid car? Mr Choo explains that at the time, the government was promoting the use of "green" vehicles.

"Toyota had the product, and as a market leader and good corporate citizen, Borneo Motors wanted to set an example and offer the hybrid car. So we imported it but the government incentives then were not enough."

At that time, a rebate of 20 per cent of OMV or open market value was offered to buyers of hybrid cars.

But by end-2005, both the public's awareness and the government's incentives surged. The so-called "green rebates" jumped to 40 per cent and suddenly, it made sense to buy a more technologically advanced car that would otherwise cost up to 20 per cent more than a conventional petrol-engine alternative.

Hybrid cars are more expensive because of the higher development costs involved. But by adding an electric motor and a battery to a combustion engine, fuel efficiency can be increased and exhaust emissions reduced, thus leading to big environmental gains.

So altogether, it seemed like the right time to introduce the second-generation Prius in 2006. "In terms of looks, the new Prius is much better, so we convinced Toyota to let us introduce it here," explains Mr Choo. After that, there was no stopping the hybrid onslaught. Next to arrive was the Lexus RX400h, the first all-wheel-drive hybrid sport-utility vehicle.

But it is the flagship LS600h that Mr Choo is proudest of. Singapore was the first country outside Japan to introduce the hybrid luxury limousine in June this year. With its five-litre V8 engine and two electric motors, it is the most powerful Lexus model available.

Its green credentials are equally outstanding. Lexus says the LS600h has the performance of a six-litre V12 engine but with the fuel economy of a three-litre V6. "It has what we call the Lexus DNA. The LS600h adds prestige and image to the brand. There is no compromise on performance or luxury, and none of the comforts of a luxury car is sacrificed. Yet it cares for the environment." In other words, just what the "super affluent" customer who has everything but still wants to be eco-friendly should buy.

Little wonder then that the entire allocation of 32 units is sold out. If an order is placed now, the earliest the LS600h will be delivered is March next year. This is despite the fact that even after the green vehicle rebate, an LS600h can cost from $370,000 to $413,000 - higher than the $295,000 to $359,000 price range for a conventional 4.6-litre LS460. This is one reason why some people are clamouring for even bigger green rebates. But Mr Choo says he understands why the government is not budging.

"There is the broader issue of congestion. Whether it is a green, red or black car, it still takes up road space."

But he has no doubts that the number of hybrid cars will continue to grow. To date, Borneo Motors has sold 157 such vehicles. Mr Choo predicts that in 10 years' time, as many as 30 per cent of all passenger cars on the road will run on hybrid technology. This is because he expects more manufacturers to offer such models, and because Borneo Motors will also be doing its part in expanding its hybrid lineup. "The idea is to have a hybrid model for as many different segments as possible."

To this end, he says he is negotiating with Toyota to bring in the Camry hybrid. Already on the cards is a Lexus GS450h luxury sedan due for sale here later next year.

For now, he believes the hybrid technology can only get more advanced.

"So far, Toyota has produced more than one million hybrids, and it will remain the super green car until the fuel cell vehicle is developed. Who would have thought the nickel metal hydride battery could power such a big car? Imagine how much more they can achieve in the future."