We quantify the effects of the Swedish Green Car Rebate (GCR), a programme to reduce oil dependence and greenhouse gas emissions in the automobile industry. We find the GCR increases the market shares of ‘green cars’ and its cost to be $109/ton CO22 saved, thus five times the price of an emission permit. Since the main green cars in Sweden are flexible‐fuel vehicles (FFVs), which can switch between petrol (gasoline) and ethanol, we also account for fuel choice, which increases the cost of the programme. Finally, we show that consumers would have purchased FFVs regardless of the rebate provided by the GCR.