One of the biggest conflicts facing many auto enthusiasts comes from knowing the atrocities that their vehicles commit upon the environment.

While I won’t drink from a landfill-clogging plastic bottle, I will happily jump inside a gas-guzzling sports car with a carbon footprint that rivals Bigfoot. I know it’s wrong.

And I know I’m not alone in this conflict.

About a year ago, I was talking about cars and biodiesel fuel with Larry Hagman (J.R. Ewing to you “Dallas” fans…) and he touted his passion for the Prius. Yep, the man who played the King of Oil in the ’80s drives a hybrid. His wife, Maj, meanwhile, confessed to absolutely loving her Ferrari – even though she knows it doesn’t fall in the eco-friendly category. Not even close. So what’s a girl to do?

Up until now, the options have either been to park it and assuage your guilt, or ignore that pesky conscience and hit the gas. But Fisker Automotive has a better plan.

The California-based car company first introduced its prototype, the Fisker Karma, five months ago at the North American International Auto Show. Since then, they’ve received some 500 orders for the luxury hybrid car, which is slated to be on the market in 2009. The company plans to hit a production schedule of 1,250 cars per month in 2010.

The numbers are impressive – this plug-in hybrid will hit 125 mph in sport mode, and tops out at 95 mph in electric (or “stealth”) mode. And the styling lets you know that this is no ordinary plug-in. With a sleek, low-slung profile, the Karma hugs the ground and stands about as tall as the Porsche 911 and is about as wide as BMW’s M-series cars.

The Fisker Karma goes from 0-60 in less than six seconds, and includes a full-length solar roof to help charge the car – and keep it cool – while it’s parked.

Inside, you’ll find all the electronic creature comforts required for today’s driver, including a built-in navigation system, DVD system and state-of-the art push-button controls. Of course, we’ve yet to see how this dream car translates from the showroom to the open road, but it looks like one of the most promising things to jump off the drawing board in quite some time.

And with a price point of $80,000, it’s easier on the checkbook than many sportsters out there – even before you start saving money on fuel.

Great styling and performance without the guilt? Now that’s what I call great Karma! Maj Hagman, I think your car is calling…

Although women are buying about 60 percent of the cars out there today – and influencing the decision in 85 percent of all new car purchases, luxury auto manufacturers are still falling short when it comes to marketing.

“In terms of the luxury auto market, they could do much better at reaching women,” says Milton Pedraza, CEO of The Luxury Institute. “When you look at the ultra-luxury automakers, like Rolls-Royce, Ferrari and Maserati, they really have a long way to go.”

Pedraza says that a male-dominated industry has led to male-oriented marketing – even though the marketing firms behind the campaigns oftentimes are led by successful women.

“It’s an industry dominated by men, so they haven’t gotten the message that wealthy women are a force in their own right,” Pedraza points out. “You see it in every aspect, from the way the cars are marketed to the way women are treated in dealerships. A lot of them are not sensitive to the needs of a female driver and the buttons they need to press. Women are equally interested in [a car's] performance, but also are drawn to the idea of achievement and rewarding yourself. This is what they luxury car manufacturers should be looking at.”

Those who do start paying attention to the fairer sex could find big rewards. With more and more women earning six and seven-figure incomes, they have the purchasing power that luxe auto manufacturers crave. Pedraza says that appealing to women’s more emotional side – as opposed to touting horsepower and speed – will be the key to success.

For proof of that, he points to Cadillac, which has found success in branding among women, thanks to some ads that show successful, attractive women enjoying their cars – and leaving male drivers in their dust.

“They’re showing women who are strong, powerful and functional,” says Pedraza. “But the one thing Cadillac still struggles with is identifying their market brand. On the one hand, they give us these great commercials with powerful, successful women, but then they also give us commercials featuring rappers, where women are used as a showpiece. In order to do better, they have to quit sending confusing signals.”

When brands like Aston Martin, Bentley and Ferrari refocus their campaigns, they could find a new following with a powerful, brand-loyal female marketplace.

“There’s a segment of women out there that like powerful cars, great styling and who love the driving experience,” Pedraza notes. “Luxury car brands need to understand that and speak to them as women. They need to be clear, distinct and respectful. But luxury car firms just haven’t gotten that yet.”