Individual mobility has gained in importance over the past years. With the constant growth of motorised city traffic, various problems arise from an increase of exhaust, noise and CO2 emissions to the cumulative consumption of urban space and energy, affecting peoples quality of life. As it seems to be really challenging to move car drivers to other eco-friendly modes, like public transport, one approach is to accept their demand for individual motorised mobility, but under the condition of favouring eco friendly cars. Within the scope of a European cooperation, a new eco city car with an exceptional design and various technical features, powered by a compressed natural gas (CNG) engine, was developed. The consequential matter of interest of the author was, to what extent this new car appeals to customers; and what are the benefits for the environment resulting from its use. The hypothetical use of the new eco car was examined in a stated preference survey in the Austrian case study city Graz; and the mode choice was analysed by means of a discrete choice model. In fact, various Logit models were estimated, including attributes of alternatives (travel costs and travel time), socio-demographic characteristics, attitudes and subjective motives. The potential of the new eco city car was proven and the benefits resulting from its use were demonstrated by dint of a cost-benefit analysis.