As more evidence piles up that American consumers are focusing on alternative energy, there are signs that the ailing auto industry is beginning to think about energy efficiency and carbon emissions. For the first time, the Specialty Equipment Market Association (SEMA), an association of companies who sell products for aftermarket automotive modifications, debuted a “Making Green Cool Zone” at this year’s SEMA show in Las Vegas. The “Making Green Cool Zone” showcased several different directions the auto industry is headed with green tech.

The SEMA show, now in its 45th year, has traditionally showcased products that up the ante of horsepower and style for aftermarket motorheads with “tricked-out” rides. Although extreme power and “bling-bling” style are still headlining at this year’s show, fuel-efficiency and emissions reduction are slowly gaining the attention of the aftermarket industry.

Of several important green offerings at this year’s SEMA, three of my favorites show off promising technologies that could be crucial to the renewably powered cars of the future.

Ford, in a partnership with British firm PML Flightlink, unveiled a modified hybrid version of its popular F-150 pick-up. In addition to a plug-in hybrid powertrain, the truck puts its power to the pavement with four so-called “pancake” electric motors mounted in its wheels. According to industry news site pickuptrucks.com, PML Flightlink’s “pancake” motors could simplify the traditional vehicle powertrain by eliminating the need for (and weight of) a transmission, driveshaft, differential, and axle shafts. Though still a concept, wheel-mounted “pancake” motors open doors for engineers to build light-weight, energy efficient vehicles without the constraints of these bulky traditional components.

One small start-up company combined the sex-appeal of high performance and sleek design with …read more of SEMA goes (slightly) green here