Chrysler's opening day cattle drive down the streets of Detroit grabbed the headlines - but it was a far cry from the sort of environmental message every automaker wants to get across.

But with the blue-collar Dodge Ram pick-up launch out of the way on day one, Chrysler was very definitely back on its green message on day two, with the launch of three alternative power concept cars - one for each of the group's three brands.

The cars are part of an initiative called ENVI - an in-house Chrysler division formed late last year to focus on establishing Chrysler as a leader in electric vehicles and other advanced propulsion systems. Headed by Lou Rhodes, ENVI has "an entrepreneurial, small company spirit" that can apply Chrysler's resources to EVs, hybrids and fuel cell cars.

ENVI has worked closely with Chrysler's advanced design division, headed by design director Trevor Creed, to apply the alternative power technologies to the three new concept cars, the Dodge ZEO, Chrysler ecoVoyager and Jeep Renegade. Each car has been designed to appeal to specific types of customer - though Chrysler believes all are environmentally responsible.