US consumers are turning their attention to a new range of new automotive technologies, according to analysts.

The largest areas of development are hybrid cars, with US companies starting to raise awareness as a result of massive investment, with rising fuel prices also turning attention to the automotive alternatives.

Prudential analyst Michael Bruynesteyn told Reuters: "With gasoline prices reaching beyond $2 per gallon... hybrid vehicles are catching more consumers' attention."

Ford Motor chairman and chief executive Bill Ford agreed, telling Reuters that the potential for the new technology was beginning to become apparent: "Hybrid and hydrogen-powered vehicle could be game changers."

Already this year sales on hybrids have increased by 36 per cent in the US.

Meanwhile, plans are underway for hydrogen powered cars and refuelling stations, energy authorities and increased government support for renewable energy in the US.

Indeed, BP said this week that it was keen to speed up the development of the hydrogen infrastructure as fuel cell technology gains its own profile.

"We need to explore how we are going to get hydrogen where it needs to go," commented BP spokeswoman Sarah Howell.

"We'd like to put (hydrogen) refuelling in places where we already have retail sites, because we have the brand recognition."

Ford says it will place up to 30 hydrogen-powered Focus cars in Sacramento, Orlando and Detroit by next year and BP will build refuelling stations for them.