THE green brigade have long seen red over big 4x4s - and they are unlikely to be mollified by recent moves to reduce the impact off-roaders have on the environment.
Take the Volkswagen Touareg. It is now lighter with a raft of hi-tech gadgets designed to reduce its carbon footprint - but this won't cut much of what's left of the Arctic's ice when it comes to the average eco-warrior.
So who will the changes impress?
More than likely it will be someone who wants a 4x4 Sport Utility Vehicle but not the guilt trip that often goes with it.
So when VW boasts that the Touareg has shed an impressive amount of weight making it leaner both in terms of bulk and the amount of fuel used, it is giving buyers a defence when the dinner party critics sally forth with accusations of environmental vandalism.
With new-found confidence the starters can be served with an explanation of the Touareg's smooth-shifting eight-speed automatic transmission set up to maximise fuel economy and reduce the likelihood of Siberia growing satsumas.
Statistics showing an average fuel economy figure of 38.2mpg for the 3.0-litre six-cylinder diesel powering the Touareg I tried can be deployed - not brilliant in terms of a supermini, but a massive improvement on some of the frightening figures off-roaders have been responsible for in years gone by.
And as the icing on the cake all Touaregs - accept the V8 versions which no responsible parent would buy anyway - feature VW's BlueMotion technology which is at the cutting edge of environmental protection.
Any semblance of a counter-attack over the cheese and biscuits can be rebuffed by mention of the Stop/Start system - which cuts the engine when you come to a standstill and starts it again when you release the brake - again saving fuel and reducing emissions.
With consciences clear the rest is easy as the Touareg is an attractive proposition.
The cabin is longer and wider than before which equates to rear seat passengers enjoying more legroom with a sliding function allowing greater flexibility.
The interior is a pleasant place to spend a long journey as it combines the useful qualities of being good to look at and luxurious to sit in. Five adults can be accommodated with ease and the boot can cope with lots of shopping or luggage as it's large and well shaped.
The driver benefits from the high driving position giving a panoramic view of the road ahead while classic round analogue dials for all essential information and a seven-inch colour display touch-screen system for the stereo and navigation features create a feel-good factor.
There's a wide range of seat and steering wheel adjustment so all sizes can get comfortable behind the wheel while the air conditioning controls are a breeze to use.
The excellence of the interior is mirrored by the ride and handling with the standard suspension on the SE model I drove proving to be an able performer giving the perfect balance of comfort and control.
The ride is cosseting without allowing the body to roll about in bends despite the Touareg's chunky feel.