Although Toyota Motor (NYSE: TM) basically invented the popular notion of hybrid vehicles years ago by making the Prius compact passenger car the spokescar of the hybrid world, the automaker now has its sights set a little higher. Toyota wants to sell at least one million Hybrid cars every year shortly after 2010 gets here.Although Toyota was not the first automaker with some form of hybrid vehicle on the road, it's been the most aggressive marketer of such technology and resulting vehicles by far. Although the hybrid Prius has sold only 1.25 million units since first being introduced in 1997, Japan's largest automaker thinks that mark can be hit annually within a few years. Are those plans too ambitious?
If fuel prices stay at the level they are at now, it's not inconceivable to think Toyota can't hit that mark. The automaker has publicly said that it wants a hybrid drivetrain in every vehicle it sells come 2020, so to get that kind of expertise ramping, it needs to move quite a few hybrid vehicles this year and increase that amount every year going forward.
The internal combustion engine still is not perfected, so transitioning millions of vehicles to a hybrid drivetrain in a little over a decade sounds like a risky plan to many. If Toyota can start selling a million of them per year long before that, though, it just may have a chance.
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Reader Comments (Page 1 of 1)
12-28-2007 @ 3:09PM
j.l.young said...
Brian, your incorrect use of a chain of negatives in the same phrase(3), makes your meaning quite unclear. "it is not inconceivable that t. can't make that mark". I believe you were trying to say that it is conceivable that Toyota can make that mark-- a bit clearer, don't you think?