Looks like the luxe brands are really embracing hybrid technology, and the press that goes along with it.

As this article from Consumer Reports notes, BMW will unveil two new hybrids at the Frankfurt Auto Show: an ActiveHybrid version of its sport-luxury, 4-passenger X6 utility vehicle, and the same for its 7 flagship sedan. Both vehicles will house V8 engines, plus an electric motor -- or, rather, two electric motors in the case of the X6. The performance specs are what you'd expect from BMW: The X6 will have a maximum combined output of 480 horsepower, and the 7 will boast 455 horses -- a full 55 ponies more than the regular 750i. And, as expected, fuel economy will also get a boost. Preliminary tests show a 20 percent fuel efficiency increase over the X6's regular EPA estimate of 15 mpg city/20 mpg highway and a 15 percent boost for the 7's 15/22 mpg.

For the ActiveHybrid 7 (hitting showrooms in spring 2010), at least, increased horsepower and mpg also translate into a higher price -- expect to shell out a premium above the about $90,000 you'd pay for a regular 750i. No word yet on the price for the X6, which will be available at the end of this year.

(Photo courtesy of BMW Group)