No manufacturer has been more aggressive in bringing hybrids to market than Toyota. So you can imagine my surprise when I read the results of an interview with the Japanese automaker's new chief of research and development. According to Kazuo Okamato, hybrid technology just doesn't make sense for American motorists. Actually make that dollars and cents. Okamato told the Financial Times that "when you just use the argument of fuel efficiency," the technology is "not justified." In other words, you can't save enough money on gas to pay off the higher price for a hybrid vehicle. That's not to say Okamato is writing off the technology. A hybrid's biggest appeal, he suggests, is to those who want to do their part to save the environment, something you can't always work into an economic equation. That's the sort of logic that has confounded many of Toyota's competitors, including General Motors. But the long waiting list for Toyota's hybrids suggests American buyers are clearly motivated by more than just economics.
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WJR Auto Report: Toyota's Hybrid Quandary
Discussion in 'Prius, Hybrid, EV and Alt-Fuel News' started by Tideland Prius, Jun 23, 2005.
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Discussion in 'Prius, Hybrid, EV and Alt-Fuel News' started by Tideland Prius, Jun 23, 2005.