Burning rubber the green way

LONDON, England (CNN) -- Formula One's embracing of new eco-friendly technologies is being given a jump-start with the use of 'green' tires at this weekend's Japanese Grand Prix.

The one-off move is part of a Make Cars Green initiative run by motorsport's governing body, the FIA.

The campaign is promoting greater environmental awareness among the world's drivers and the motor industry at large.

Each car at the Fuji Speedway is using the special Bridgestone tires, which sport three green stripes in their grooves, with the softer compound tire also featuring its regular white band to distinguish it from the harder compound.

McLaren drivers Lewis Hamilton and Heikki Kovalainen were at the launch in Tokyo, alongside Ferrari duo, Kimi Raikkonen and Felipe Massa.

Drivers' championship leader Hamilton said: "It is a subject that goes far beyond racing. Read more about F1 at The Circuit.

"The new Make Cars Green tire that all the teams will be running on in Fuji is a great way to promote the campaign and a real first for Formula One.

"The sport can also help in other ways, especially with the launch of new energy efficient technologies next season."

As of 2009, F1 is making its first move towards incorporating a green agenda by using technology that captures, stores and reuses energy generated under braking.

And devising technological advances that will one day be seen on every road car is the goal for F1's environmental drive.

"New rule changes, alongside the support for awareness-raising initiatives such as the Make Cars Green campaign, will change the face of motorsport and place it at the very heart of environmental developments in the automotive sector," explained FIA president Max Mosley.

"The FIA is determined to ensure that future investment in motorsport will also help drive the development of technologies that will benefit the public at large."