Toyota Shoots For 25% Hybrid Product Mix By 2010.

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Thread: Toyota Shoots For 25% Hybrid Product Mix By 2010.

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    Toyota Shoots For 25% Hybrid Product Mix By 2010.

    Link: Automotive News Email Alert - 08/03/05

    TRAVERSE CITY, Mich. -- One-quarter of Toyota Motor Corp.'s U.S. sales by the end of the decade will be hybrid vehicles, Jim Press, president of Toyota Motor Sales U.S.A. Inc., said Wednesday at the Management Briefing Seminars.

    Toyota has 10 hybrid vehicles under development for global markets, in addition to the ones it already has launched, Press said. Those will go on sale between now and the end of the decade, he said.

    Hybrids could account for "10, 12 or 15 percent" of industry-wide sales by the end of the decade, he said. Press added that he could not be specific about the percentage because he doesn't know what other automakers have planned.

    However, "the demand will be there," Press said.
    Toyota President Katsuaki Watanabe has set a new goal of 1 million hybrid sales a year globally early next decade. "At our current rate of sales, that's about 600,000 hybrids in the U.S.," Press said. "To achieve that goal, we will have to look at offering hybrid power systems in virtually all of our vehicles, including trucks."

    Toyota is studying development of hybrid-powered pickups, he said. Toyota engineers in Japan have said that development of hybrid pickups is lagging that of other vehicles.

    Also, Press said it's possible that future hybrid owners may be able to choose whether they want to see improved mileage or performance from a hybrid powertrain by pushing a button on the instrument panel.

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    Re: Toyota Shoots For 25% Hybrid Product Mix By 2010.

    A very bold gamble by Toyota.

    If they are correct in the presumption that "demand will be there", they will own a unique section of market share.

    The question is however, will they make any money doing so?

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    Re: Toyota Shoots For 25% Hybrid Product Mix By 2010.

    Let's go on the assumption that hybrid technology will be improved by then. It should offer more power, better fuel economy, and possibly less weight in 4-5 years from now.

    With that in mind...this isn't really much of a gamble.

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    Re: Toyota Shoots For 25% Hybrid Product Mix By 2010.

    I think Toyota will do this so they can advertise that they have 25% hybrid and more PR campaining.
    I'll make a new sig. Later.
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    Re: Toyota Shoots For 25% Hybrid Product Mix By 2010.

    Quote Originally Posted by mjd1001
    Let's go on the assumption that hybrid technology will be improved by then. It should offer more power, better fuel economy, and possibly less weight in 4-5 years from now.

    With that in mind...this isn't really much of a gamble.
    I agree. What's to prevent Toyota from improving hybrids further down the road? Hybrids are a new technology and it can be improved. Will hybrids solve fuel problems out there now? Who knows. It could very well be another path to getting cleaner, more effucient vehicles on the road decades from now.

    Plus, I have this strange feeling that Toyota will be making money on hybrids if isn't already. I don't think they would continue to build money losers for several years, not unless they've picked up some bad habits from Detroit.

    I think the risky part of this is Toyota actually "bragging" about it. Toyota just needs to keep its mouth shut and quietly go to work on it.

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