There is a need for cleaner atmospheres (London is under EU pressure to improve its air quality) and yet vehicle exhaust three-way catalysts (TWCs) for gasoline/diesel/LPG/CH4/biofuel vehicles that help us to do this are neither green nor sustainable. In this study we propose to replace the linear take-make-dispose TWCs with a greener, more sustainable, more easily regenerated/recycled vehicle exhaust catalysts (VECs) of low-energy, low material demand, easier regeneration/recycling and better material circularity (thus closing the material loop). The VEC product design will emerge, along with a business and marketing plan to launch the product to governments, environment agencies, vehicle manufacturers, motoring organisations and enthusiasts, as well as the general public. VECs are an ideal choice of product to demonstrate circularity in design as they will raise the % materials recycling from 90%. The wider applicability of this approach will be assessed.