Kidd launched the Total Eco 10 challenge which is asking drivers to take simple steps to reduce fuel consumption and the UK's carbon emissions.

Motorists are being asked to use advanced fuels and fuel economy lubricants, make sure their vehicle is well maintained and keep tyre pressure at the optimum level.

These steps could reduce fuel consumption by 10% and reduce each driver's carbon dioxide (CO2) by at least 400kg a year.

Total launched the campaign following a study which revealed that more than a third of drivers (39%) feel guilty about the impact their car has on the environment.

Kidd said: "We are bombarded with so much 'green' advice that it can be confusing and whilst many are concerned about the effect we have on the environment, most of us are not prepared or simply can't give up our car.

"Firstly it is impractical and secondly, if you are a car enthusiast like me, driving gives a great deal of enjoyment.

"This programme offers a way forward, to carry on driving, whilst reducing environmental impact and alleviating the guilt factor."

Total says the campaign could reduce the UK's CO2 emissions by 17.2 million tonnes by March 2010, the equivalent of 27,023 return flights to New York.