Published December 7, 2011
At last year's Detroit Motor Show, Toyota vice president for U.S. sales, Bob Carter, offered a bold prediction for the direction his company plans to take in the United States over the next decade―and for the country's vehicle market in general. “We will end the decade with Prius being the number one nameplate in the industry,” said Carter, predicting that the Prius would soon overtake the Camry as the company's most popular model in the U.S.
Almost a year later, it has become increasingly clear that Toyota's big talk about hybrids is no greenwash. After almost single-handedly growing the hybrid market from obscurity in the United States, Toyota now sees hybrids primed to conquer the mainstream―and has no intention of ceding its dominance in the sector.
According to a report in Automotive News, Toyota plans to as much as double the number of hybrids it sells in North America by 2015, to 400,000 vehicles per year. Top executives at the company told the publication that Toyota will seek to greatly expand its manufacturing base here―particularly hybrid drivetrain components―in an effort to reduce its reliance on the Japanese supply chain. Growing the American hybrid market will do a great deal to make that shift possible, and Toyota is in the process of radically expanding its U.S. lineup to include more than a half-dozen hybrid models by the end of next year―with even more reportedly on their way.
"Hybrid technology is a trump card for fuel-economy improvement," said Toyota global research and development head, Takeshi Uchiyamada, in the article.
Toyota also told Automotive News that it plans to complete work with Ford on a brand new hybrid system for pickup trucks by the end of next year. The first Toyota vehicle to be outfitted with the drivetrain will likely be a hybrid version of the Tundra, the carmaker's largest and most fuel-thirsty pickup, with a combined rating of just 16 mpg.
Even a few miles-per-gallon improvement in a truck like the Tundra will pay big dividends in terms of its operating cost, which could make the car a hit among the fleets and private businesses that make up a substantial portion of the pickup market. Ford's F-150 EcoBoost model has led all F-150 models in sales this year―accounting for 40 percent of purchases―thanks to its EPA-rated 22-mpg fuel economy.
By expanding its gas-electric offerings across more and more segments, Toyota will be able to grow production of hybrid components, allowing it to reach the economies of scale necessary to diversify its supply chain in the Americas. For hybrid buyers, the important takeaway is that Americans can expect more models and shorter waiting periods in the coming years, as the gas-electric leader seeks to broaden its hold on the market.