Voluntarily it would take a lot to resist making maximal short-term profits from gas guzzlers for long term unproven gains such as the ones Musk's company has been doing. Are you saying governments shouldn't institute any regulations, including carbon credit systems, and everything should be decided by the free market?
Sure, it's not voluntary, but then again neither is most of the stuff that producers of things do. The consumer demand is the taskmaster, and thanks to government regulations, so is the public interest, in the form of policies designed to reduce carbon emissions and pollution.
I think unqualified free market advocacy amounts to basically a wish for there to be consumer interest only, without any system for representing public interest that uses any signal other than money. But taken to its extreme, the absence of any system to balance the money signal can lead to things like buying up lakes to dump in, or buying up all the judges in a town, just because you can pay off enough people. In a completely free market, if you are rich enough, you can theoretically buy enough institutions and mercenaries and set up enough corrupt judges to let you kill people for fun.