Column: On the Road
Rob Cleveland
Toyota’s Prius arguably is one of the most notable, and most recognized hybrids in the marketplace today. It’s seen as a symbol of an emerging trend here in the U.S. that embraces environmental responsibility and stewardship. In its draft, the Toyota brand has built a green, eco-friendly image that has often mitigated criticism of the company’s other pickups and SUVs with considerably poorer gas mileage.
A decade from now, though, I predict the Prius will be less known for its short-term contribution to the Toyota brand or CO2 reduction, and better known for galvanizing hybrid technology in the U.S. marketplace, catalyzing the introduction of dozens of other hybrid vehicles by nearly every car company selling here.
With roughly 21 hybrid models in showrooms right now, and other 20-plus models planned for production in the next four years, its legacy will have far more impact than any one vehicle with a 50-mpg rating. [Full Story]