The search for alternative energy sources has been the subject of research to reduce greenhouse gases (GHG) emissions in the atmosphere. In recent decades, several countries, including Brazil, have taken actions to reduce toxic emissions from cars in favor of public health. To meet the new need to reduce the GHG emissions, the regulation has vital role in defining goals and standards that foster the technological improvement of automobiles. This study aims to analyze the diffusion process of environmental innovation incorporated into automotive propulsion technology, to mitigate greenhouse gases (GHG) emissions. To reach this goal, a research was carried out qualitative and descriptive, using as a basis the participating of Brazilian Vehicle Labeling Program. The experience of the major automotive markets is presented in order to place the Brazilian reality compared to these other regions.The result of this research shows the diffusion of technologies before restricted to more expensive models with higher performance, start to equip simpler models, aiming to increasing energy efficiency. It was also identified the introduction of technologies in the Brazilian market as direct fuel injection and engine with three cylinders. According the changes identified, legislation drive to technological balance process among the automakers, in order to favor environmental innovation diffusion, in the past restricted due to the cost, by way of technologies previously available in other markets start to equip Brazilian vehicles.