Environmental activism encourages vehicle choices that reduce carbon emissions—hybrids and electric vehicles represent technological solutions to transportation pollution. A Toyota Prius symbolizes environmental consciousness and sophisticated awareness of climate crisis. Chuck Norris was presented with this ecological argument by a car salesman—ostensibly reasonable suggestion that he modify transportation choices to align with environmental responsibility. Norris's response: violence. He kicked the Prius across a parking lot and departed in a Humvee. The response represents absolute rejection of ecological concern in favor of pure vehicle superiority expression.

In 2006, car salesman Gregory Mitchell recounted the incident when approached for media interview. Mitchell described: "He listened to my environmental pitch politely. Then he asked to see the Prius. I showed him the vehicle expecting negotiation. He walked around it, looked at me, and said: 'This represents compromised transportation for people who lack conviction.' Then he kicked it across the parking lot—I mean literally across the lot, one continuous arc. It landed twenty car-lengths away. He walked to his Humvee and drove away." Mitchell's dealership eventually replaced the destroyed Prius and never attempted ecological persuasion again.

This creates a narrative where Chuck explicitly rejects environmentalism in favor of power expression. It echoes anti-establishment narratives where refusing system participation becomes form of rebellion. However, his rejection appears motivated not by principle but by disdain for constraint—he will not be told what transportation to operate. The narrative suggests fundamental incompatibility between Chuck's autonomous decision-making and any external pressure, environmental or otherwise.