German automaker BMW has already began to dabble in hybrid technologies with its X6 and 7 Series models. BMW plans to expand the fuel-saving technologies to its other models, such as the 3 and 5 Series. The 5 Series ActiveHybrid ill go into production in 2011. 
BMW's Chairman Dr. Norbert Reithofer is well aware that BMW has tapped into Generation Y, and believes adding fuel efficiency will only strengthen the brand's popularity with Gen-Y. Reithofer even likened BMW to Chanel:
"BMW is the most prestigious brand among Generation Y. Generation Y refers to the young people born between the late 1970s and the year 1994 in the U.S. This consumer group has an annual spending capacity of 200 billion dollars – and the most prestigious brands to this young generation are BMW and Chanel."