Toyota
Hybrids: The Calm Before the Storm?
Monday,
May 15, 2006
When I first
heard that Toyota was going to cut Prius
production in order to produce the Camry
hybrid, I was very disappointed. Let's face it, hybrid
cars wouldn't even be on America's radar if not for
Toyota, but cutting Prius production? How could they?
Now I know that many hybrid parts, particularly batteries,
are in short supply and every automaker can only produce
so many hybrids. Nonetheless, the hybrid supply chain is
growing and no automaker is more knowledgeable about that
subject than Toyota. They have essentially built the
hybrid supply chain. Therefore, when
I read that Toyota believes hybrids will become an
important part of their profits by 2008, my disappointment
turned to elation.
While there are numerous hybrid skeptics out there, I
cannot help but feel that they remind of people that
predicted computers were silly back in the early 80's, or
that e-mail and the Internet were silly in the early 90's
- and these were smart, successful people. I fully believe
that the potential of hybrid technology has barely been
tapped, the best is still yet to come. Ultimately, you can
never judge an emerging technology only by the
capabilities of the present - something done habitually by
many hybrid critics.
GM might be building
hybrids for P.R. and Nissan might think that hybrid
technology isn't yet ready, but Toyota is now just sitting
back quietly as the entire automotive world argues about
the future of hybrids. But Toyota isn't just sitting, they
are using their huge profits to take their hybrid
technology to the next level.
Every other automaker better beware - this could just be
the calm before the storm.
posted by Dahcredyns at 10:38
AM
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