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Automotive Consumer
GREEN: Toyota Readies Fleet Of Priuses
New wagon model, plug-in hybrid and compact are arriving as U.S. fuel standards stiffen and competition grows.
The 2012 Toyota Prius will soon be joined in showrooms by three new models. (Photo: Toyota)
Fuel efficiency is on every automaker's mind, and will be through at least 2025 as U.S. economy standards kick in.
Toyota sells the most fuel-efficient gasoline vehicle on the U.S. market, the 2012 Prius hybrid, rated at 51 mpg city, 48 mpg highway, and a combined 50 mpg by the EPA.
But the competition is hardly standing still. Several manufacturers now offer cars that achieve 40 mpg highway, and a variety of plug-in vehicles will join the 2012 Chevy Volt and 2012 Nissan Leaf in the years to come.
So what's Toyota doing in the face of surging competition? The answer appears to be: doubling down on the Prius hybrid line.
The 2012 Prius V wagon will soon arrive at dealerships, and the 2012 Prius Plug-In Hybrid will follow next March. A compact Prius C is expected to appear at the 2012 Detroit Auto Show for launch later next year.
Given the constant three percent market share held by hybrids over the past few years, Toyota has necessarily hedged its bets. The Prius isn't its only focus for fuel efficiency. It also has a new subcompact 2012 Yaris and a redesigned 2012 Camry Hybrid sedan going on sale this year as well.
But Toyota is vulnerable because it has long built more cars in Japan than its competitors.
With a continually rising yen and falling dollar, the company's profit margins have been deeply strained, making it likely that over the long term, it will build more cars in North America.
Toyota sells the most fuel-efficient gasoline vehicle on the U.S. market, the 2012 Prius hybrid, rated at 51 mpg city, 48 mpg highway, and a combined 50 mpg by the EPA.
But the competition is hardly standing still. Several manufacturers now offer cars that achieve 40 mpg highway, and a variety of plug-in vehicles will join the 2012 Chevy Volt and 2012 Nissan Leaf in the years to come.
So what's Toyota doing in the face of surging competition? The answer appears to be: doubling down on the Prius hybrid line.
The 2012 Prius V wagon will soon arrive at dealerships, and the 2012 Prius Plug-In Hybrid will follow next March. A compact Prius C is expected to appear at the 2012 Detroit Auto Show for launch later next year.
Given the constant three percent market share held by hybrids over the past few years, Toyota has necessarily hedged its bets. The Prius isn't its only focus for fuel efficiency. It also has a new subcompact 2012 Yaris and a redesigned 2012 Camry Hybrid sedan going on sale this year as well.
But Toyota is vulnerable because it has long built more cars in Japan than its competitors.
With a continually rising yen and falling dollar, the company's profit margins have been deeply strained, making it likely that over the long term, it will build more cars in North America.
The Lyonheart K
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