Land Rover and its fleet of SUVs is perceived by many to be one of the worst polluters in the industry but recent announcements to introduce carbon-offset programs and engine stop-start technology shows that it is trying to improve that image. Officials have now set a target to cut average carbon dioxide emissions for Land Rover by up to 20% over the next five years and they’re willing to put the money where their mouth is.

Together with Jaguar, Land Rover will be investing £700m to reduce CO2 emissions and will be exceeding the average cuts requested by the EU. However, according to the Financial Times, the 20% target won’t meet the proposed fleet average CO2 level 130g/km currently under discussion.

Other initiatives Land Rover plans to implement include the launch of an all-new baby SUV, which was previewed in a teaser picture at last month’s Frankfurt Auto Show, as well as hybrid models. Future Land Rovers will also weigh less thanks to greater use of light-weight aluminum in their construction.