As the nation’s purse strings tighten, Britons buying new cars have lower emission models at the top of their shopping list, according to research by BMW.

However, it is cost, not climate, which is driving demand for more environmentally friendly cars. Three quarters of those surveyed would buy a lower emission car if it meant lower bills in the long run. Six in 10 people say the most important consideration when choosing a lower emissions car is its running cost.

Even in times of financial hardship, people are not prepared to compromise on their driving experience. Asked which areas they would economise on soonest, only 6% said motoring. Instead they selected entertainment (41%), holidays (34%) and household bills (15%).

And the report reveals that when it comes to choosing a lower emission vehicle, the biggest benefit for consumers is less to do with environment (only 13% cited lower emissions as the core reason for purchase), but more to do with lower bills (59%).

To help drivers cut car running costs, BMW suggests checking additional weight in the vehicle, maintaining oil levels for optimum capacity and ensuring tyre pressure is correct as underinflated tyres increase fuel consumption.

Richard Hudson, marketing director for BMW UK, said: “In today’s economic climate we are all looking at ways to save money. This report highlights it’s no different when it comes to cars.

“While cash is of course uppermost in our minds, people also want the highest levels of performance – this is why our technologies have produced a car so powerful, it can achieve 140 mph as well as 70 mpg – as well as delivering lower fuel costs and lower tax.”