While many firms are choosing the Geneva Motor Show to reveal all new - and all dull - hybrid eco-boxes, Porsche has brought its 911 GT3 R Hybrid to the party.
It's based on the 480bhp 911 GT3 R racer, but there are a few significant differences - in place of a passenger seat there is a flywheel capable of spinning up to 40,000 rpm.
Kinetic energy, usually lost during braking, is stored using the flywheel so when you need some extra power a press of a steering wheel mounted button sends electric current to two 60kW motors at the front wheels for anywhere between six and eight seconds.
The boost, not unlike Formula 1's KERS system, is the equivalent of about 160bhp - or shoe-horning a small hot hatch under the bonnet.
Just in case you're wondering, because it doesn't use batteries like a Prius, a 911 silently wafting through town is off the cards. For now at least.
So, how can a 480-640hp hybrid racer change the way Porsche powers its cars? Well it won't change things for a while, but it's a reasonable bet that we may see a more compact version of this tech on the road in future.