The rapid growth of vehicles has resulted in continuing growth in China's oil demand. This paper analyzes future trends of both direct and life cycle energy demand (ED) and greenhouse gas (GHG) emissions in China's road transport sector, and assesses the effectiveness of possible reduction measures by using alternative vehicles/fuels. A model is developed to derive a historical trend and to project future trends. The government is assumed to do nothing additional in the future to influence the long-term trends in the business as usual (BAU) scenario. Four specific scenarios are used to describe the future cases where different alternative fuel/vehicles are applied. The best case scenario is set to represent the most optimized case. Direct ED and GHG emissions would reach 734 million tonnes of oil equivalent and 2384 million tonnes carbon dioxide equivalent by 2050 in the BAU case, respectively, more than 5.6 times of 2007 levels. Compared with the BAU case, the relative reductions achieved in the best case would be 15.8% and 27.6% for life cycle ED and GHG emissions, respectively. It is suggested for future policy implementation to support sustainable biofuel and high efficient electric-vehicles, and the deployment of coal-based fuels accompanied with low-carbon technology. (C) 2010 Elsevier Ltd. All rights reserved.