New Toyota Prius Integrated into Mass Production Line

Toyota Prius Selling Four Times Faster than Expected

Last Thursday, Toyota Motor Corp. exposed the production facility for its gasoline-electric hybrid vehicles to journalists, the first time the Japanese automaker has ever done so.

During the event Kenji Takahara, head of administration at neighboring Tsusumi plant, stated that while hybrid technology might cost more to manufacture currently, "they dont have to be expensive to make".

Toyota has taken a giant leap forward with its second-generation Prius hybrid gasoline-electric; its larger, faster, better handling, offers improved fuel economy and reduces harmful emissions over the previous benchmark Prius launched in late 1997, all the while costing the consumer the same price as the outgoing model.

But its not only in the end product where the changes from old to new are significant, the build process has also improved. "We used to build the previous Prius on an exclusive assembly line at the Takaoka plant, and later at Motomachi," said Takahara. "Now, it shares a line with four other mass-production sedans," he added.

This manufacturer process breakthrough might be more important to reducing the cost of alternative automotive power in the long run, than even the enhancements to the car itself. After all, Toyota has grand plans to sell up to 300,000 hybrid gas-electric vehicles starting in 2005/2006.

Thats in sharp contrast to the worlds number one automaker, General Motors, which previously questioned the validity of hybrid gasoline-electric cars, concerned that they would only be an interim solution prior to zero-emission fuel-cell vehicles making them redundant.

That may be a reasonably scenario, but while a limited number of fuel vehicles are now being produced by the major automakers and operated by the fleets of governments and some large corporations, two massive hurdles have yet to be decided upon, let alone overcome; first, refining hydrogen in a cost effective and clean process, and second, the delivery of hydrogen through an affordable and convenient infrastructure. Along with the obvious challenges that lay before the developers of the hydrogen economy, there remains the most important question as to just what organizations will pay for it all.

Hybrid gas-electric vehicles make use of the current gasoline delivery infrastructure, and therefore dont require any change of habitual buying practices by the consumer, integrating seamlessly into the current economic fabric. While they arent zero-emissions friendly, their reduced emissions and greatly reduced fuel consumption offer a legitimate step in the right direction.

The fact that Toyota, and partial hybrid manufacturer Honda, have not been able to keep up to the demand for their hybrid gas-electric vehicles, is a sure sign that theyre on the right track. Besides, much of the technology that Toyota and Honda are developing in the real world with real customers, particularly battery and electric drive systems, will be necessary when integrating fuel cell applications.

This will give Toyota, and all hybrid gas-electric developers, a serious advantage over the competition that has decided to throw all of its research and development eggs into the fuel cell basket.

Not only will a technological advantage be shared among hybrid producing automakers, but such companies will secure a goodwill advantage with the ever increasing green community, now becoming integrated into the mainstream. Green consumers will have adopted the brands that sell hybrid gas-electric vehicles more than a decade in advance of any fuel cell vehicle being available to them. When fuel cell technology becomes viable, no doubt many of these customers will continue with the brand they have developed a loyalty to.

This concern has left automakers like Ford, which previously focused primarily on fuel cell development, scrambling to come to market with hybrid gasoline-electric alternatives. Fortunately for the number two manufacturer, the first hybrid off the line will be a compact SUV, based on the popular Escape. When it becomes available, expected late in 2004 as a 2005 model, green consumers with a need for the versatility of an SUV will without a doubt snap them up quickly.

Toyota, mind you, may beat Ford to the punch, having already announced its Lexus RX Hybrid, with a hybrid gas-electric Highlander - the RX and Highlander share basic architecture - most likely not far behind. With both entry and premium SUVs in their lineup, the Japanese giant could gobble up market share before Ford even gets off the starting blocks.

On this subject Toyota has announced that it plans to incorporate hybrid technology into the majority of its cars and light trucks, as an alternative to gasoline-only power for the time being at least. The brands clear lead in the alternative engine industry makes this bold statement feasible.

Looking at todays production, with Toyota rolling out one 2004 Prius per minute compared to one 1997 - 2003 Prius every 8 to 10 minutes, makes the brands future prospects seem rosy indeed.

"This is proof that mass production of the Prius has started in earnest," Takahara commented.

Toyota was initially projecting global sales of 76,000 Prius annually, 36,000 units to be sold in its domestic Japanese market. For comparison purposes, the 2003 Prius sold 28,000 units in the global market, held back from selling more because of production limitations.

But with the ability to build one Prius per minute, and what seems to be an insatiable hunger for the new car, Toyotas targets are beginning to look conservative. With domestic Japanese sales reaching 17,500 units in the Prius first month, and orders in the U.S., where it just becoming available, totaling more than 10,000 as of September 24, the Japanese brand has already reached more than one third its forecasted sales in its first month. If this pace continues, and production can keep up, it is possible Toyota could deliver more than 300,000 units before the model year is out, let alone by 2005/2006.

Toyota is clearly leading the hybrid gasoline-electric market, with Hondas two model lineup offering an alternative, plus forthcoming Ford and GM hybrids spicing up consumers future choices.

Like GM, Ford, Honda and others, Toyota is also developing fuel cell cars, showing it is also focused on the elusive zero emissions goal. Until that time, the Japanese company will continue to win over environmentally friendly consumers with what will soon be the worlds most complete lineup of hybrid gasoline-electric cars and light trucks.