Today's High-Tech Cars

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Magney notes the move to offer the option on so wide a lineup is "risky but shrewd. It could very well be a tie-breaker in very tight markets."

Of course, engineers also look to make technological improvements under the hood. Mercedes-Benz is pushing hard to make its diesel vehicles available across the country. Old-line improvements in engine technology have all but eliminated the traditional downsides of driving a diesel, notably lack of power.

DIESEL DEVELOPMENTS.

Now, to make diesels burn cleaner and produce fewer emissions, Mercedes has developed a system, dubbed BLUETEC, which thoroughly processes particulate exhaust emission. Vehicles equipped with the system are still not clean enough to meet the most stringent emissions standards in California and four other states, however. So until the company further improves the technology, BLUETEC cars will only be available in 45 states.

In the wake of the climactic success the fuel-miserly hybrid Prius, Toyota (TM) has unveiled a trio of high-end hybrid Lexus vehicles. First there was the RX sport-utility vehicle, marrying the Prius' environmental virtues with the utility or the larger form, followed by the first hybrid to crack the $50,000 barrier, the GS sports sedan. At the very top end, Lexus will sell the LS 600h L, which many say is the ultimate—i.e. most technologically advanced—version of its LS flagship line.

Despite such significant advancements, analysts say that individual banner technologies rarely attract new customers on their own. Instead, Magney says: "Consumers purchase these vehicles knowing they're getting a portfolio, an ensemble of very advanced technologies. But the emotional appeal is still first and foremost."

BusinessWeek.com took a look at some of the most technologically advanced cars coming to market now.

Click here for the slide show.

Matt Vella is a writer for BusinessWeek.com in New York.