Oxymoron of the month?

Eco-Bentley. Now there's a term I'll bet you never expected to see! But, according to this from ThisIsCheshire, Bentley are indeed trying to implement a "far-reaching environmental strategy to reduce CO2 emissions and improve fuel economy."

"A new powertrain will be introduced by 2012, delivering a 40% reduction in fuel consumption, while maintaining current levels of performance. And all engines across the range will become compatible with the use of renewable fuels by 2012, with the initial rollout beginning by next year."

OK, maybe I've been a little sarcastic, and perhaps I even owe them an apology; but I do find it quite hard to equate luxury, extremely expensive vehicles, that only the top 1 or 2 percent of the wealthiest amongst us can even contemplate buying, with the word Eco.

Green stretched limo anyone?

Addendum:
Bentley maybe going to do Eco-Cars, but Rolls-Royce do it up in the stratosphere with their updated Trent 'Eco-Engine'! No, I'm being unfair, I made that up, but how long before we see RR marketing claiming the updated engine actually is eco-friendly because it consumes 30% less fuel? I'll give it three months tops.