Toyota planning second hybrid brand

Posted Sun Jun 24 2007 9:44 PM by Viknesh Vijayenthiran

Toyota is planning to launch a second dedicated hybrid brand in 2009 that will be sold alongside the current Prius and is expected to sell up to 100,000 cars per year. The information comes from Japanese newspaper The Nikkei, which also confirmed that Toyota is hoping that by 2010 its hybrid sales will top one million units annually.

The Prius itself will also come in for a major update. Toyota will in fact be releasing three new hybrid vehicles labelled the Prius A, B, and C, with the new models due in 2009, 2010, and 2011 respectively. Each of the cars will be in different size categories with each model getting its own unique styling.

We’ve previously reported on Toyota’s ambitious hybrid plans. The carmaker is so confident about the technology that its VP in charge of powertrain development Masatami Takimoto has stated that by 2020, hybrids will be the standard drivetrain and account for “100 percent” of Toyota’s cars.

Reader Comments

Mon Jun 25 2007 1:44 AM
MasterMechanic says

Hybrids are the scam of the century. Not only do they not get the fuel economy they promise, they require new batteries at about 6 years/60K milesfor a about $7,000!
Mon Jun 25 2007 6:13 AM
HECTOR says

I'm still undecided about the technology itself. What is certainly a scam is the whole *global warming* BS which has put the spotlight on the hybrids. They are seen as the saviors of the planet, a planet that doesn't need saving. My niece's Toyota Yaris gets almost as good mileage as a Prius without the pretentiousness.... and without the hidden costs mentioned by Mastermechanic...
Mon Jun 25 2007 6:29 AM
PassatLuva says

I see where you\'re coming from Hector and Mechanic, but I find it hard to believe that Toyota hasn\'t thought of this. Are they really pulling the wool over our eyes? Would love to see a completely independent study on it.
Mon Jun 25 2007 8:07 AM
better mechanic says

Actually, toyota offers a 100,000 mile warranty on the batteries. So, even if they do crap out at 60k, you can get them replaced... So, your "hidden costs" aren't really even an issue.
Mon Jun 25 2007 10:00 PM
MasterMechanic says

Hey, 'better mechanic' (whatever that means) the 100K warranty is a federal emmisions standard not a Toyota warranty. YOU SEE WHILE YOU'RE BUSY MAKING A POLLITICAL STATEMENT BY DRIVING A HYBRID SOMEONE ELSE WILL TAKE CARE OF DISPOSING YOUR BATTERIES FOR YOU. Probably in a nice nature preserve so they aren't disturbed while they decompose over the next 1,000 years.

They haven't developed a battery to work for more than 4 years in my shaver let alone in a car that drives down a pothole ridden road! Furthermore, battery performance is not constant. It performs less efficiantly every day, by the time you reach 40K your mileage will be worse than it was at 10K because the battery won't hold the same charge.

I'll remember to stay away from your shop.
Thu Jul 26 2007 1:07 AM
Toyota1 says

The whole electric system is covered for 8 years or 100,000 miles. The battery pack is $3200 dollars not $7000 better mechanic is right.
Tue Aug 7 2007 8:14 AM
Apex Alex says

MM: "They havenâ€™t developed a battery to work for more than 4 years in my shaver..."

obviously, you deal with products that are FAR INFERIOR to what toyota uses and sells. over the TEN YEARS the prius has existed (in japan and elsewhere), there have been NO batteries reported to have worn out or failed so far.

BETTER Mechanic is right.
Thu Aug 9 2007 8:39 AM
Mike says

MM,

Just drove a 2002 Prius with 110000 miles to Canada and got 52.4 mpg for the 3411 mile trip. Locally in the mountainsand hills of central VA I get 50+ mpg. Car has original batteries. Local dealers tell me there is no big problems with the batteries wearing out. Battery failure worry was probably oil company hype. I'm looking forward to the diesel/hybrid models being designed and the 65-70 mpg they will deliver.

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