Toyota Motor Corp. (NYSE: TM), responding to U.S. demand for its Prius hybrid vehicle, will begin making the small sedan in the U.S. The decision comes on the back of a weak U.S. dollar -- which makes exports more expensive -- and also reflects the fact that the U.S. is the biggest market for the 45 MPG vehicle.It will take until 2010 for the Prius to be built in U.S. factories owned by Toyota. In a strange twist of irony, the Mississippi plant that will build the Prius was slated to make Highlander SUVs. Except for the hybrid version of that midsize SUV, consumers continue to shun almost anything with a V6 or larger in the face of "not-going-anywhere" $5/gallon gasoline.
With the U.S. making up over 60% of global demand for the Prius, Toyota has a winner here -- but it needs to spread the wealth into other passenger vehicle products as well. If Toyota can get its hybrid technology affordable in such staples as the Camry and Highlander, it will have a winning place in U.S. sales, even more than it commands now. The Prius is a great first step -- but more need to come. Consumers are mad about gas prices and fickle about which future cars they'll drive -- play to them.
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Reader Comments (Page 1 of 1)
7-11-2008 @ 5:48PM
A D said...
Now will Japan revalue the Yen?
They've been lying about it for over a dozen years.
There's nothing noble about how they do business. Any country that hides behind a prime below a half percent while prospering with full employment deserves no respect.