By Evander Klum
Toyota’s gas-electric Prius started a revolution in the global automotive industry ten years ago in December. Little did consumers know that the best selling vehicle was a dream come true to one engineer and it lead him later to Toyota’s vice- presidency. Takeshi Uchiyamada’s mind caused this revolution and with his success, he is determined to further transfigure the auto industry with the first mass production of the super car, the Toyota Prius.
Quite blessed with determination, Uchiyamada with Toyota’s other engineers doubled their working hours to 16 hours per day to vigilantly test hundreds of engines. Every engineering problem is met with critical suggestions to arrive with the best solution to make the engine nothing but perfect.
The Prius was a milestone for environmental vehicles making Toyota’s foot ahead of its rivals as they struggle for the most efficient battery, plug-in hybrids and possible zero-emission fuel-cell cell hydrogen powered cars. Uchiyamada said in an interview that he and his team have grown tired of defending themselves as imitators of technologies developed by their rivals.
In December of 1997, the Prius was introduced in Japan and in the United States the next year. The Prius is already on its second generation and as the hybrid system allows electric motor and gas engine take turns to provide the car power, it gets 46 miles per gallon. Out of Toyota’s 1.2 million global hybrid sales, the Prius accounts for the 829,000 units sales thus making itself as the most successful hybrid vehicle in the global auto market.
In the beginning, Uchiyamada never thought of designing a hybrid and thought that the Prius is one project Toyoto would not approve. A hybrid would require mounds of hardwork significantly the creation of battery that must long miles and recharge itself as the car is driven. He predicted that the Prius would cause Toyota to lose millions if not billions of dollars but he was wrong.
Right now, Toyota’s rivals are all busy making hybrid versions of almost every model vehicle. Last August at the Frankfurt auto show, there was a hybrid galore. Porsche showcased a hybrid of their Cayenne turbo with Volkswagen’s help. BMW opened the box for their X6 (made with original BMW oxygen sensor), an SUV coupe crossover hybrid. General Motors have already launched several hybrids but is more preoccupied with their Chevrolet volt plug in, the vehicle the American automaker predicts to dethrone the Prius. Ford’s Escape already had its hybrid version in 2004 but is presently working on a more advanced version. Chrysler LLC is working on their first hybrid versions of the Chrysler Aspen and Dodge Durango set to debut next year. However, as almost all automaker are investing on hybrids, Toyota considers Honda Motor Co. as their greatest rival in the hybrid league as the Honda introduced the hybrid version of the Honda Civic.
The next generation of the Prius is expected to be better than it is. According to analysts, this blockbuster must not disappoint its fans and it is a tough challenge that Toyota is facing. "The popularity of Toyota's hybrids has been limited so far to the Prius. That means Toyota still has a lot of work to do," he said. "If a car doesn't meet consumer expectations, it won't sell. That's the fate Prius must now shoulder: It can't disappoint fans." said Yasuaki Iwamoto, an auto analyst with Okasan Securities Co. in Tokyo, Japan.
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