Automotive officials head to Kettering University to check out the latest award-winning "green" product from BASF.

Around 60 representatives from General Motors, Toyota, Magna, and several other automotive companies saw how BASF'S innovations in green, natural fibers can be used for structural components for automobiles.

BASF marketing development manager Gero Nordmann says, "We want to get the discussion going, start some projects with companies and basically catalyze the innovation in this area."

The product is already being used for the BMW's 7 series luxury sedan.