Using marketfunctions to accelarate Earthfriendly technology

This is my own thoughts and does not so reprecent The Worlddrum Project. Well enough about that..
Would it be possible to use the markets functions to accelerate the evolvement of technology that is Ecofriendly? Today the evolvement of ecofriendly tech is to slowly developing. Take a look at the carmarket for instance. The need of ecofriendly cars is a very imortant issue to avoid global warming, it is not the only offcourse but still very important. Yet most carmanufacturers are reluctant to evolve new technology. Most new cartechnology comes from motorsports. So what if there was a racingcup for say electric or hybrid cars? Wouldnt that lead to a rapid evolvement of ecotechnology? First of all because winning means selling more cars and to win you must have the best technology.

Im just thinking out loud here, but in what other directions can we make ecotechnology go faster using the principles of modern market?