The Geneva Auto Show wraps up this Sunday, and auto journalists are already asking what the show says about the future of cars, specifically “green” vehicles. Is the auto industry making progress in hybrids and electric cars, and will people buy them when they hit the market?

There is an odd disconnect between what people involved with the show and the auto industry are saying and the reality at the auto show. In a piece for the New York Times, writer Christopher F. Schuetze highlights the dissonance at the show, pointing out that only 10 percent of the cars at the show are eco-friendly and then quoting politicians and the president of the Geneva Auto Show who praise the auto industry’s integration of green technology. 10 percent is hardly complete integration, especially at an auto show meant to show the best and latest in automotive technology.

Unfortunately, there is a good reason why the auto industry is praising green technology while quietly relegating electric car technology to the concepts. The truth is that the auto industry still relies too much on big car sales, cars that scream “real man” in their advertising. The auto industry will never move past gas-guzzlers to electric and hybrid cars until they wean themselves off of this outdated idea of a manly car and learn how to properly market green cars.

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