Has Chevron stalled hybrid and electric vehicles?

Does Chevron make NiMH licensing for hybrids too hard?

Who killed the electric car? GM did when it sold its stake in NiMH battery patents to Chevron many conspiracy theorists claim. Are they right?

Would there be many more hybrid vehicles today if not for Chevron? Read more.....

Speculating on Toyota's new hybrid & hybrid plans

Toyota's next hybrid-only vehicle?

So, by 2009 Toyota plans to begin selling another hybrid-only brand. Will it be completely unique? Will it be a Prius derivative, such as a larger Prius or a smaller city Prius, as Toyota has previously discussed? Maybe it will be something even far more interesting, such as the FT-HS hybrid concept?

O.K., Toyota's new hybrid will not be the FT-HS, as Toyota has already stated that it would develop this concept vehicle as both a hybrid and a conventional vehicle.

Still, whatever vehicle it is, it proves that Toyota is not just serious about hybrid cars, but dead serious about selling 1,000,000 hybrids per year starting around 2010. So, what is this new hybrid and how does it fit in with Toyota's hybrid plans?

--> Finish: Speculating on Toyota's new hybrid and hybrid plans

Hard sell? Hybrids help drive record Toyota sales

Almost 20,000 sold in March

With significant help from hybrid cars, Toyota posted "best-ever monthly sales" for the month of March. The Toyota Prius achieved the best month of sales for the second month in a row with 19, 156 vehicles sold, an increase of 133.2 percent according to Toyota.

The Camry hybrid achieved sales of 5,144 units sold in March, while the Highlander hybrid achieved 2,501 units sold. In addition, Toyota also sold 1,471 units of the Lexus RX400h hybrid.

While some of this increase in hybrid sales might be attributed to a decreasing tax credit for Toyota hybrids, that's still an amazing month. Too bad the credit is expiring, I guess Congress just doesn't feel the need to get as many foreign oil dependency fighting, global warming reducing automobiles on the road as fast as possible?

Special Edition Toyota Camry Hybrid

3,000 Special Edition Camry hybrids coming in March

Toyota is planning to celebrate its 50th year of doing in business in America by offering a special edition Toyota Camry hybrid.

Toyota, the undisputed leader leader in hybrid cars, will offer the special edition hybrid Camry with "stunning Blizzard Pearl paint, unique 16-inch alloy wheels with a graphite finish, and exterior '50th Anniversary Edition' badging.... A power moonroof and heated power outside mirrors are also standard."

The special Camry hybrid has an MSRP of $31,680 and will also offer, "voice-activated DVD navigation system with a four-disc changer, leather-trimmed bisque-colored interior, heated front seats, and a carpeted cargo mat. Unique interior features include brushed stainless dash applique, illuminated front door sills, and carpeted floor mats with the "50th Anniversary Edition" logo."

Hybrid Vehicles Dead? Toyota Prius sales soar in January

Are hybrid vehicles losing their appeal?

Despite lower gas prices and a federal tax credit that was reduced by 50 percent, the Toyota Prius had its best January on record, selling 8,299 units. The Camry hybrid posted sales of 2,801 units, the Highlander hybrid reported 1,810 sales, while the Lexus RX400h reported 1,245 units sold.

So, if Toyota sold more than 14,000 hybrid cars in January with only a reduced tax credit, how many more would Toyota have sold if it still qualified for the full tax credit? Considering the seriousness of foreign oil dependency, pollution and global warming, it is simply silly that Toyota is being punished for being too successful doing the right thing.

--> More on Hybrid vehicles dead? Prius sales soar in January

How long before FT-HS hybrid technology finds other Toyota hybrids?

0 - 60 in 4 seconds with 4 cylinder fuel efficiency! What are we waiting for?

I've already stated that I want the FT-HS hybrid concept to become a reality, and I've also stated that the technology behind the FT-HS hybrid is more important than the vehicle itself. Obviously, this begs the question, "When is some of this new hybrid technology going to find its way into Toyota's current hybrid cars?"

Already, Toyota has contemplated a city Prius, for example. Why not put FT-HS technology into a smaller Prius - say one with only a 3 cylinder engine - that would achieve greater fuel efficiency, yet still be capable of amazing bursts of speed or power.

Also, why not a sporty version of the Camry hybrid? Couldn't this new hybrid technology provide more torque and/or towing capacity for the Highlander hybrid?

Since Toyota has claimed the FT-HS is basically a production-ready vehicle, one has to assume the third generation Hybrid Synergy Drive has to be almost production-ready as well. So, why not give consumers a little taste?

Two hybrids in CNN's Best of Best for 2006

Surprise, surprise. The Toyota Prius was named as the Best Fuel Economy car for 2006 by CNN, not only because it's the most fuel efficient vehicle in the U.S., but because the Prius, "also happens to be a comfortable and practical family car." Also, while not mentioned specifically, the Toyota Camry hybrid was mentioned as part of the Camry's Best Selling award. "The hybrid Camry has less trunk space than the non-hybrid version, but it can cruise at speeds of up to 40 miles per hour without using its gasoline engine. (The gas engine is needed to accelerate up to cruising speed, though.)"

(Full CNN Story)

Toyota hybrids at the LA Auto Show

Heading to the Los Angeles Auto Show this weekend, I had few expectations regarding Toyota and its hybrid vehicles. Pre-show hybrid buzz focused on the Aura and Yukon hybrids and GM's new green identity. Since, I started out on the GM side of the convention center, I thought the best of the show's hybrid displays were behind me, especially when I walked into the Toyota side of the convention center and saw Toyota Tundras everywhere.

Eventually, though, I did make my way through the Tundras and into Toyota's hybrid section.

The difference between GM's hybrid offerings and Toyota's was absolutely stunning. In fact, there was simply no comparison between Toyota and any other automaker at the show regarding hybrid vehicles. Ironically, Toyota's hybrid section was all business and no show gimmicks. There was a huge information bar where you could sit down, talk to a rep and obtain product literature. Then of course, there were Toyota's three hybrids, the Highlander hybrid, Camry hybrid and the Prius.

As I sat near the Toyota hybrid section I was amazed at the visitors to this area. This was a high traffic area, but it wasn't just people looking at hybrids. Here people were getting into hybrids - sitting in the front, then the back, opening the trunk, touching every gadget that the vehicles had to offer. These visitors looked like buyers.

Wow, I thought, not bad for a company without any new hybrid debuts. Then, however, I noticed the Lexus hybrid section and realized Toyota did debut a hybrid at the show, the Lexus LS600h L hybrid. While Lexus had the GS 450h hybrid the RX 400h hybrid at the show, in addition to a split 450h show gimmick, the LS 600h was the show stopper. Still, the Lexus hybrid section was pure auto show marketing, unlike the Toyota section, and it worked. The buzz around the Lexus hybrids was nothing short of phenomenal.

In terms of hybrid vehicles, Toyota didn't just dominate the LA Auto Show; it was the LA Auto Show.

Some Toyota dealers struggling to keep up with Camry hybrid demand

Some Toyota dealers are having a hard time keeping up with demand for the Camry hybrid. Bill Penney Toyota in Huntsville, Alabama recently claimed the Camry hybrid is the most difficult vehicle for him to obtain, "I have sold five of them that I am now trying to obtain," he says.

(Source: Christian Science Monitor)

Hybrid Interest down 10% in Q3 according to Autobytel

Overall interest in hybrid vehicles was down 10% in the 3rd quarter according to Autobytel. Still, interest in the Toyota Prius and the Camry hybrid remained relatively strong, while interest in the Highlander hybrid surged 32%. On the other hand, interest in the Ford Escape hybrid dropped a whopping 49%.

(Source: Autobytel)

Do you want to be in a Toyota hybrid commercial

Are you so proud of your Toyota hybrid vehicle that you want to tell the world about it? If you own a Prius, Highlander hybrid or Camry hybrid then you can apply to be in one of Toyota's next hybrid commercials.

"We want to know who you are and what your reasons are for owning a hybrid vehicle. Participants will not only get the chance to be part of an important national campaign that supports a good cause but may also receive financial compensation for participation! You must own or have a Toyota hybrid vehicle in your immediate family to apply."

HOW TO APPLY:

Send an email to telluswhy@nvbb.net including:

Your name
Age
City/state of residence
A photo of yourself and anyone in your household who uses the car (ideally posed in front of your Toyota hybrid)
Your reason for purchasing a Toyota hybrid vehicle

Deadline:All applications must received no later than OCTOBER 30TH, 2006

For further questions please contact: epoteet@nvbb.net

Prius and Civic hybrid most fuel efficient vehicles for 2007 according to government

The government has released its Top Ten Most Fuel Efficient Vehicles for 2007. According to the government's report, the Toyota Prius hybrid is the most fuel efficient vehicle for 2007, followed by the Honda Civic hybrid. The Toyota Camry hybrid was third.

A total of four hybrid vehicles were in the Top Ten. The two-wheel drive Ford Escape hybrid was the most fuel efficient SUV.

(EPA)

Toyota Camry hybrid video on SquawkBox

The Toyota Camry hybrid is now being produced in Georgetown, KY as of today. Consequently, this morning SquawkBox ran a feature about hybrid cars going mainstream focusing on the Camry hybrid. And what's not to like? 0-60 in less than 9 seconds with 187 hp while achieving a combined City/Highway 39 mpg. Not too bad for $26,000.

View the video.

Camry hybrid car 'near perfect'

According to Technoride the Toyota Camry hybrid is a "nearly perfect car".

"It's an incredible combination of fuel economy, roominess, and fit and finish. About all that's missing is a sense of the automotive character found in competitors or in the sibling Prius Hybrid. But enough people seem not to mind that the Camry has been the best-selling car in America for most of the past decade."

The 2007 Camry hybrid starts $26,200.

Last Day for full Toyota hybrid tax credits

Tomorrow is the last day to buy a Toyota Prius, Highlander hybrid, Camry hybrid, or Lexus RX400h if you want to receive the full hybrid vehicle tax credit.

If you are going to buy any other hybrid, no worries - not this year.

Prius sales fall 3%

"Through August, Prius sales were down 3.3 percent to 70,447, vs. 72,849 in the first eight months of 2005." Additionally, the AutoWeek article notes that getting a fair deal on a used Toyota Prius is a bit easier. Whereas in the past, a used Prius with low miles would often sell above sticker price - obviously that couldn't last forever.

No word on whether the reduction in Prius sales had anything to do with the reduction in Prius production. Earlier this year Toyota reduced production of the Prius to make room for the Toyota Camry hybrid. Consequently, much of this sales decline might be attributed to lack of availability.

Still, as far as hybrid cars are concerned, the Prius is still the undisputed king of sales.

Toyota set to start building 48,000 Camry hybrids per year in U.S.

According to AutoWeek, Toyota is almost ready to begin building the Camry hybrid at its Georgetown, KY plant. The plant will produce around 48,000 hybrid Camry's per year, which should boost availability of Toyota's newest hybrid. Moreover, it will also increase the production of the Toyota Prius hybrid, which has seen a drop in production due to the release of the Camry hybrid. For more information on the new Camry in general, click here.

Prius, Escape hybrid break even in 3 years

According to a study by Edmunds.com, many hybrid cars now pay for themselves over time. For example, both the Toyota Prius and the Ford Escape hybrid can pay for themselves in just 3 years when gas is $3.00 and you drive at least 15,000 miles per year. Additionally, the Saturn Vue, Camry hybrid and Civic hybrid will pay for themselves in 6 years.

Of course, good things never last. Because tax credits for hybrid cars are capped at 60,000 vehicles per manufacturer, the full tax credit for the Prius and other Toyota hybrids, will only be available until Sept. 30. After that time, Toyota hybrid buyers will only qualify for half the tax credit.

As for the other hybrid vehicles, you still have plenty of time.

Fuel efficient hybrids not popular?

I love hybrid vehicle critics - they are usually so easy to ridicule. One such critic, John McCormick of the Detroit News, is nothing but a mudslinger when it comes to hybrid cars. Recently, he noted that the wrong hybrids are selling. For example, he cites rising sales of the Lexus RX400h and a 12% decline in Toyota Prius sales as evidence (more). Of course, he forgets to mention the facts that a fire hampered Prius production earlier this year and that Toyota reduced Prius production so that the Camry hybrid could be added to the Toyota lineup of hybrid cars.

Anyway, I sent these comments to the Detroit News.

Wow! Toyota Prius sales are down by 12% and now hybrids are dead? Let's forget about the fact that Toyota decreased Prius production to build the Camry hybrid - why don't we?

Hybrids are a just an emerging technology. Even if millions wanted to buy them, the industry couldn't make that many at this point in time - it just isn't technologically feasible, yet.

Let's get real Mr. McCormick, you've consistently written negatively about hybrids, and it seems you somehow believe that hybrids are the anti-Detroit.

Well, this fear of technology and change will mean the end of Detroit if Detroit doesn't change.
Like them or not, the hybrids are coming. Yes it will probably take another couple of years before the technology starts to become cheap enough and available enough for mass consumption, but it WILL happen.

Toyota has vision - something too many automotive experts in Detroit lack - and is simply laying the groundwork for where the market will be in 3 to 5 years; when technology for hybrids is significantly more powerful and cheaper.

Technology is like chess, you have to be many moves ahead if you want to win. Current hybrid production puts Toyota many moves ahead of those only thinking about today and dreaming about a fuel cell future.

2010: Year of the hybrid?

Today, critics often question the value of hybrid cars. Only a few can save money over the long term at today's gas prices they state and reliability is still an issue.

Yet, hybrid technology is only just emerging and the future of hybrid vehicles won't really be understood until at least 2010. By then Toyota will offer 14 different hybrid models. Even Detroit will offer numerous hybrid vehicles. Plus, Nissan, Hyundai, Porsche - even Suzuki - will be in the hybrid game.

Then it won't just be the Toyota Camry hybrid that challenges the Prius for total sales, but many new hybrid models.

More important, there will be several different types of hybrid technology on the market and many more hybrid parts suppliers. This competition will give consumers real choices. Should I get the Chevy Tahoe hybrid, Ford Escape hybrid or Toyota Highlander hybrid? That will really begin to depend on your needs, such as towing, and that is just the beginning.

Moreover, Toyota has indicated that its hybrids in 2010 will not only be significantly more fuel efficient, but the cost differential between hybrid cars and conventional cars could be cut in half. Other automakers will have to do the same if they want to compete.

Competition, better technology, cheaper costs - by 2010 the question won't be why would you want a hybrid, it will be why would you want anything less than a hybrid.

Toyota to double hybrid lineup by 2010

"We believe that hybrids will be the core technology in the 21st century," said Masatami Takimoto, executive vice president in charge of technology development, at a news conference. Thus, around 2010 Toyota will like to double its hybrid vehicle lineup from today's 7 to around 14 - leading to total sales of around 1 million hybrid cars. Moreover, Toyota wants to cut hybrid costs in half and further develop hybrid batteries - something the automaker indicated it was close to doing. Toyota also acknowledged that it was working on a plug-in hybrid vehicle.

No Plans to Produce Prius in the U.S yet

Jim Press, the new boss of Toyota's North American operations, confirmed that Toyota will not produce the popular Toyota Prius in the U.S. anytime soon. For now, the company is content to produce the Camry hybrid in the U.S. as it develops its North American hybrid supply chain. Still, Mr. Press did note that hybrid cars are a fundamental piece of Toyota's future (more). Considering that Press, who drives a truck, was a big force behind the Prius, perhaps he can solidify Toyota's plans to produce a hybrid truck.

Newsweek's Green Gap: Hybrid Critics have become boring

I was just reading Newsweek's Green Gap which asks, "Hybrids might be hip, but are they saving consumers enough at the pump to compensate for their high sticker price?" Over and over auto writers have noted that the Honda Accord hybrid and the Toyota Highlander hybrid are not selling well because of their sticker price. So hybrid cars are dead, right? Well, not exactly, the Toyota Prius and the Toyota Camry hybrid are hot, the Honda Civic hybrid is also hot. Ultimately, hybrid sales keep going up, and the hybrid market is only just emerging, only just being understood. It seems today's media loves to talk about hybrids. Recently, I questioned whether there was a media bias against hybrids. When Toyota announced a recall that includes the Prius, but wasn't limited to hybrids, nor was it related to hybrid technology, yet most of the media focused only on the Prius, not the fact that the majority of the affected cars were NOT hybrids.

Prius production should pick up later this year

A couple of weeks ago Toyota announced that the production of the Toyota Prius had been reduced. This reduction of the world's most popular hybrid car wasn't caused by a lack of demand, mind you, it was caused by limited hybrid production capabilities. As it turns out, Prius production had to be reduced in order for Toyota to produce its news hybrid vehicle, the Toyota Camry hybrid. Nonetheless, the Prius production reduction - say that 3 times - has produced long waiting list in many of the Nation's hottest Prii markets. Fortunately, sources indicate that production of the Prius hybrid should be back to normal levels later this year when the Camry hybrid starts its American production in Kentucky. So, if you are disappointed in your Prius quests, just try to hold on a few more months.

Toyota Camry Hybrid Testimonials

I wanted to share with you that I just purchased a 2007 Toyota Camry Hybrid. I took it on the hwy, driving about 200 miles round trip. Without using the cruise control and Using the AC, I achieved an average of 37 mpg. That's extremely close to what was estimated for hwy driving of 38 mpg. I love the car, and am very glad I bought it. I traded in a 2003 Toyota Matrix 4X4. The Camry gets almost double what the Matrix achieved.

Sincerely,
C. P.

Are you the owner of a Toyota Camry hybrid? Tell us about your experiences with the Camry hybrid. What kind of gas mileage do you get in your hybrid Camry and in what kind of driving?

Add your Toyota Camry hybrid testimonial below.

More on the Camry hybrid.

More hybrid car testimonials.

Toyota Hybrids: The Calm Before the Storm?

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.

12 Billion in Profits? Why not a few more hybrid cars?

Toyota recorded a $12 billion profit in its last fiscal year according to the Detroit News. That's great, so why not do something positive with that $12 billion? While I give kudos to Toyota for hybrid cars, the auto giant has appeared to have lost some steam regarding its hybrids. It has been reported numerous times, including on this site, that Toyota has reduced its output of the popular Prius hybrid car in order to produce the new Camry hybrid. While I know that Toyota is hampered by a shortage of hybrid supplies, particularly batteries, can't $12 billion help a little in alleviating that shortage?

The hybrid revolution: Is Toyota just coasting?

According to Toyota, its hybrid cars are selling as fast as they can be made. Contrary to recent articles, even the Highlander hybrid and the Lexus RX400h, are also selling well, notes a recent AutoWeek story.

Nonetheless, Toyota isn't necessarily selling many more hybrids this year compared to last year. In fact, with the release of the Camry hybrid, for example, Toyota has had to reduce its production of the popular Prius, in order to have the capacity to build the hybrid Camry. Thus, overall sales of Toyota hybrids are not accelerating as fast as in the past, even though interest is growing.

So, why isn't Toyota producing more hybrids?

"Expanding hybrid volume requires increasing the number of vehicles that have the hybrid option available," stated Jim Press, President of Toyota U.S.A. "That's driven by engineering resources, and it's difficult to accelerate that."

One can only speculate that "engineering resources" also includes technical parts from suppliers, such as batteries. Why don't suppliers rush to this demand? Maybe the better question is, why should they? NiMH batteries appear to already be a dead technology soon to be replaced by lithium-ion technology. Yet, unfortunately, this whole transition will take years, maybe even a decade.

Whatever the causes for this lack of "engineering resources", it appears that Toyota is either willing, or has no choice, to just coast for a few years, producing only a few hundred thousand hybrids annually.

Hopefully, soon-to-be-released hybrid technology from GM and Chrysler, or a new hybrid Fit from Honda, will accelerate Toyota's hybrid production.

Camry hybrid? Get on the list.

Waiting lists for hybrid cars are not anything new, many people still have their name down on a Toyota Prius. Well, Toyota might have found another winner in the Camry hybrid. According to CNBC, there is now a 1 month waiting list for the Camry hybrid, nationwide. Some markets, such as Chicago, have a 2 month waiting list.

No Surprise: Hybrid Sales Surged in 2005

You've come a long way baby!

In 2005, sales of hybrid cars more than doubled, significantly led by the Toyota Prius (AP). Still, hybrids only account for around 1% of total U.S. auto sales. While gas prices make hybrid vehicles more appealing, the price of hybrids will still have to come down in order to make hybrids desirable to a significant percentage of American consumers. Inevitably, most potential hybrid buyers cannot help but notice the price of a standard Camry compared to a hybrid Camry or a standard Civic compared to a Civic hybrid. If it takes five years or more to recover this investment, you've already lost most Americans. Nonetheless, as the Prius clearly demonstrates, unique hybrids can be hot sellers.

Altima hybrid will not be available until 2007

The Nissan Altima hybrid will not challenge the current field of hybrid cars until 2007, rather than in late 2006. The hybrid Altima will only be sold in 8 states and it does not appear that Nissan has high expectations for this vehicle, probably due to the fact that Nissan had to lease hybrid technology from Toyota to produce their first hybrid. If sales of the Toyota Camry hybrid exceed expectations, I'd suspect Nissan will become more bullish in marketing this hybrid.

Click out MotorTrend for more pictures.

My First Camry Hybrid Test Drive

On Friday morning my local Toyota dealer called me to tell me that they had just received their first 2007 Camry hybrid. An hour later, I was at the dealership, but there wasn't any Camry hybrid in sight.

After a few calls around the lot, we learned that it was already on a test drive, and that another customer was also waiting to take Toyota's newest hybrid for a test drive as well.

Finally, it was my turn in this hot, red hybrid.

This was my first up close look at the newly designed Camry. What an improvement! The Camry has never been a visually stunning vehicle, but it is now. I would almost call the new Camry, sporty, but one thing is certain, this is the best looking Camry ever.

As I sat in the Camry, it was immediately obvious how much roomier this new hybrid is compared to the Prius. Much like most other hybrids, sitting in the Camry hybrid feels very much like sitting in a conventional vehicle. Almost everything about the Prius, on the other hand, seems different.

As I looked around the cabin, I quickly noticed the sunroof, something which isn't available on the Prius. This Camry also came with leather and a few other amenities which pushed the price to about $29,000, versus about $25,000 for a base level Camry hybrid.

The 2006 Prius that I checked out in the lot while waiting for my test drive actually cost a few hundred more than this Camry. While both hybrid cars offered leather and top electronics, the Prius also offered a navigation system and rear back up camera. Still, it goes to show how difficult it is to understand the pricing of hybrids.

As we pulled out of the dealer lot, it was immediately obvious that the hybrid Camry offers more horsepower than the Prius, of course that also means that the Camry isn't as fuel efficient as the Prius. Additionally, I feel that the Prius drives a little stiff, whereas the Camry offers a bit of a smoother drive.

Unfortunately, my test drive did not last long. Just as we were about to pull onto the freeway, my salesman's phone rang and we were directed back to the lot. This Camry hybrid was no longer available for sale.

While I was disappointed that I didn't get to hit the freeway, I'm sure the Camry hybrid would have offered more power there as well, compared to the Prius.

The Prius Versus the Camry Hybrid

Some people hate the design of the futuristic Prius. I find the Prius to be one of the most efficiently designed vehicles ever made, and I don't just mean regarding fuel efficiency. For such a small vehicle, the Prius offers an incredible amount of storage and space. Additionally, one of my favorite Prius amenities is the hatchback, which is just incredibly useful.

For those whom hate the design of the Prius, the Camry hybrid is a very nice alternative. Unlike most hybrid vehicles that are compared to their conventional cousins, many hybrid Camry buyers might only compare the Camry hybrid to the Prius, rather than to a conventional Camry. This could really help the Camry hybrid sell, even though it is more expensive than a standard Camry.

Ultimately, these two Toyota hybrids feel and look very different. The Prius is a unique, sensible, very fuel efficient vehicle. The Camry hybrid is sensibly elegant, offering a little more luxury, a little more refinement, but a little less fuel economy for a few thousand more than the Prius.

Nonetheless, with gas prices above $3.00, I think both cars will be hot sellers.

Camry hybrid available now, in limited supplies

This morning I received a call from my local Toyota dealer informing me that their first Camry hybrid had been received. So, I rushed there to take a test drive, and I had to wait in line. My local Southern California dealer only had one new hybrid Camry in stock, and by the time I left the dealership, it had been sold. This IS the best Camry ever and an incredible addition to the segment of hybrid cars! So, if you have been thinking about a Camry hybrid, it might be worth calling your local dealer this weekend.

I'll be writing more about my test drive later today.

Altima hybrid to only be sold in 8 states

Are you interested in the Nissan Altima hybrid? Well, your ability to buy one might be dependent upon the state in which you live.

"Nissan's first hybrid, the forthcoming 2007 Altima HEV will only be sold in eight states. To put a geographical point on it, the Japanese automaker will sell the eco-friendly sedan in the Northeast and California: New York, Massachusetts, Connecticut, Vermont, Rhode Island, Maine and New Jersey will join the Golden State. All of the states in question have adopted versions of the latter's zero-emissions vehicle program, which in effect will force manufacturers to sell hybrids." (LeftLaneNews)

In the past Carlos Ghosn has stated that it isn't the right time for hybrid cars yet due to pricing, and I think he still feels that way. Inevitably, the Altima hybrid is not a major hybrid play by Nissan, it is purely a PR move.

While I think the Altima hybrid could be a hot car, its success will be completely dependent upon price. Since the Altima hybrid is being built upon leased Toyota hybrid technology, it will be hard for Nissan to make money off of the Altima hybrid.

Thus, I don't expect Nissan to sell more than 20,000 hybrids simply because the price comparison between an Altima hybrid and a conventional hybrid will be too wide, much wider than it would be if Nissan had proprietary hybrid technology. For this reason I don't think Nissan even wants to sell more than 20,000 hybrid Altimas.

With today's technology, only unique hybrid vehicles, such as the Toyota Prius, will achieve great sales. Converting conventional vehicles into hybrids probably won't rock the auto world until the next generation of hybrid batteries. Of course, now the Toyota Camry hybrid will probably make me eat my words on that prediction.

Camry and Accord hybrids: Another view

Last week I wrote about the upcoming battle among hybrid cars between the Honda Accord hybrid and the Toyota Camry hybrid (more). This week, the New York Times has done the same. "RELIABLE, practical and popular, the Honda Accord and Toyota Camry are as mainstream as white bread and as exciting as mom's meatloaf. But hybrid technology has transformed versions of these family cars from conservative appliances into cutting-edge green machines."

(Read the New York Times Story)

Accord hybrid versus the Camry hybrid

Hybrid Competition Heats Up, A little

Slowly, albeit very slowly, competition amongst hybrid cars is building.

Already we have the Toyota Highlander hybrid versus the Ford Escape hybrid versus the Lexus RX 400h, as well the Toyota Prius versus the Honda Civic hybrid, and soon we'll have the Toyota Camry hybrid versus the Honda Accord hybrid.

Both the Accord and the Camry are already top selling cars in America. So, how will the hybrid battle between these two champions play out?

Unfortunately, it probably won't be much of a battle.

The Accord hybrid is a performance hybrid, offering some of the best performance of any Accord. For the power offered, the Accord hybrid offers good fuel efficiency. Ultimately, however, the hybrid Accord was built to perform on the highway, not to set fuel efficiency records.

The Camry hybrid, on the other hand, will offer significant gains in both fuel economy and pollution reductions compared to a standard Camry. While the hybrid Camry will still perform well, it wasn't designed for 0 to 60 supremacy, however the hybrid Camry should offer exceptional fuel efficiency.

Ironically, the real competition in the hybrid vehicle wars will probably be between the Camry hybrid and the Prius.

Pricing for the 2007 Toyota Camry hybrid announced

The 2007 Toyota Camry hybrid will be available for sale starting in May for $25,900.00.

Soon, Toyota might have the two hottest hybrid cars on the market.

Slow hybrid sales push Ford incentives

Ford's hybrid slump isn't a surprise

So far this year Ford has sold about 1000 hybrid vehicles, as sales for both the Ford Escape hybrid and the Mercury Mariner hybrid have slowed. Ironically, as Ford has increased hybrid marketing, sales have simply not kept pace and this has resulted in incentives as high as $1000.00 for Ford's hybrids (more).

Why?

I remember my first Escape hybrid test drive, which left me very unimpressed. It wasn't that I didn't appreciate the vehicle - I did - I just thought the cost was simply far too expensive.

I felt the same away about the Toyota Highlander hybrid, which I also love, but the price difference between the Highlander hybrid and a conventional Highlander, is the definition of sticker shock.

That doesn't mean I wouldn't buy either of these vehicles, I would, if I had to drive SUVs, but I'm not an SUV driver. This highlights the main problem of hybrid SUVs: Who are the customers?

Fans of hybrids are driven mostly by two factors: the environment and foreign oil dependency. Most, but not all, of this customer segment is not interested in hybrid SUVs (I'm not saying hybrid SUV drivers aren't just as committed!!). While there are many others that are concerned about these same issues, they are not driven by these causes, and these people are inevitably going to be driven by cost when it comes to buying a hybrid versus a conventional vehicle.

Many of these hybrid buyers will buy a Prius without thinking about it because there isn't a conventional comparison -I don't buy the Corolla comparison. Every other hybrid, other than the Honda Insight, forces this compare and contrast mentality.

Consequently, until hybrid vehicle costs are more competitive, only unique hybrids such as the Toyota Prius will be hot sellers. There could be exceptions, such as the Toyota Camry hybrid, but that won't be the norm until hybrid battery technology advances.

Of course, all of this could change if the 3 ton SUV small business tax deduction were applied to hybrid vehicles. Let's hope the momentum for this in Congress keeps rolling.

Camry Hybrid built for Fuel Efficiency

The Toyota Camry hybrid will be built for optimal fuel efficiency according to Consumer Reports. While this is great news, I don't fully understand what that really means. Toyota has admitted in the past that the Highlander hybrid was built for a mixture of performance and fuel efficiency. Yet, the Camry hybrid is still going to offer 192 hp. EPA estimates for this vehicle are 40 mpg, of course in the real world that will probably mean low 30's. Ultimately, I'd expect the Camry hybrid to achieve the best fuel efficiency of any Camry, while offering performance similar to the 6 cylinder Camry.

Camry hybrid: How hot will it be?

Could the Camry hybrid challenge the Prius?

The Toyota Camry hybrid is months away from going on sale and the price still hasn't been officially released. Yet, dealers are already taking orders on Toyota's newest hybrid.

Now, this isn't that unusual in the world of hybrid cars. Preorders were also common on the Highlander hybrid and the Lexus RX400h before they were officially launched. Yet, the sales hype behind both the Highlander and the RX400h hybrids eventually waned a bit, especially compared to the Prius hybrid.

So, how will the Camry hybrid compare?

The Toyota Camry already owns a very loyal following. Will this core customer group drive Camry hybrid sales? Ultimately, that will probably depend on pricing, but current owners offer a huge, potential customer base.

Additionally, many potential hybrid buyers have complained that the Prius is just too small, otherwise they would have purchased the vehicle. Many of these potential customers have expressed strong interest in the Camry hybrid. Will this segment outnumber current Camry owners seeking an upgrade?

It's also possible that those putting down-payments on the first hybrid Camrys are simply hoping to lock in tax credits. As I blogged yesterday, Toyota hybrid tax credits will expire before the end of the year, so placing a down payment as quickly as possible isn't a bad idea.

One can be sure; however, that the entire auto industry will be nervously watching the launch of the Camry hybrid. If the hybrid Camry is as popular as the Prius hybrid, the hybrid revolution will reach critical mass much sooner than anyone is expecting. If this happens, competitors beware, for only Honda is positioned to face this challenge.

Even Toyota might not be ready for such acceptance, so I wouldn't be surprised if Toyota prices the Camry hybrid fairly high simply so that it can adequately supply demand - at least in the short term. Until the hybrid supply chain is a little more robust, Toyota just might not have much choice, although I'd love be wrong.

Interested in a hybrid vehicle? Now might be the best time

So, you're thinking about buying a hybrid vehicle, but you just aren't ready? Well, now might be your best opportunity.

In the last several weeks gas prices have dropped, yet last week's suicide attack on a Saudi oil refinery could have pushed the price of gasoline up far more than Katrina. Almost certainly, we are in the calm before the oil price storm and gas prices will eventually spike this year. When that happens, as it did after Katrina, interest in hybrid cars will also spike.

Even without a spike, tax credits for Toyota hybrids will expire before the end of the year. So, if you are interested in a Prius or Highlander hybrid you should act now, if the credit is important. Interest in the Prius is always high, but if gas prices skyrocket again, finding a Prius could prove almost impossible.

While tax credits for the Honda Civic hybrid or the Ford Escape hybrid, for example, will probably last through the year, finding one of these vehicles might also prove nearly impossible following another surge in energy prices.

So, if you want to buy a hybrid this year, now could be the best time. Of course, if you are waiting for the Camry hybrid, there isn't much you can do until at least May.

Toyota Camry hybrid coming in May

According to an article in the Detroit News regarding the new Camry, the Toyota Camry hybrid should be available for sale in May. While Toyota has not set a price for its newest entry into its line of hybrid vehicles, Toyota is preparing to make about 60,000 hybrid Camrys per year.

The Super Bowl and Hybrid Cars

Well, the game is over. Other than NFL Super Bowl officiating, the ads are still the buzz.

On Friday I wrote that I wasn't sure about Ford's plan to use Kermit the Frog as a "spokesfrog" for its Ford Escape hybrid. After seeing the full commercial, I'm still not sure what I think.

I definitely thought Toyota's hybrid commercial hit the mark, but maybe even more important, I thought GM's ads were pathetic.

I guess Ford is going after the American family with its Kermit ad and I think it works for that audience, however, that is also why I liked the Toyota Camry hybrid ad. I live in Southern California where Spanish is as common, if not more common, than English. Thus, I believe Toyota did an excellent job of speaking to this 'new' American family with a hybrid that could be a hit with Latinos.

On the other hand, who was GM speaking to? Rich people? People who like to spend more on their car note, than their rent - which is common in California? I'm sorry, but if the Cadillac Escalade and the Hummer are the best GM has to offer to America - amidst high energy costs, uncertainty in Iran, and the loss of 10's of thousands of auto-manufacturing jobs - then GM desperately needs new leadership.

I didn't expect GM to plug hybrid cars to America, but two extreme gas-guzzlers? What planet does GM corporate live on?

Proof that hybrid vehicle costs will come down?

There is a rather interesting article in AutoWeek regarding how Toyota Camry hybrid production was integrated into standard Camry production. While this integration did take immense brain power, it really didn't take much money, which shocked many in the auto-world according to the magazine.

Toyota now claims that hybrid cars are profitable; however, many auto analysts find this impossible to believe. Perhaps they are profitable, but have yet to cover the original development costs, so it depends on how you measure 'costs'.

Nonetheless, Toyota, a champion of efficient auto-manufacturing, is also making the production of hybrids more efficient, which will further reduce costs. Already Toyota believes it can make its next generation hybrid technology, due out in just a couple of years, more fuel efficient, more powerful, and half as expensive.

Such a move would make the Prius an incredible buy, while making the rest of Toyota's hybrids extremely cost-effective, if not cost-superior, to their conventional counterparts.

"Hybrids, small cars, jazzy designs": Will it work for Ford?

It's hard to make out out Ford's "way forward" plan.

"To stand out in a world awash in car manufacturers, Ford's brands and products have to be clear, relevant and distinct," said Ford Americas President Mark Fields.

According to the DetroitNews that means hybrids, crossovers and small cars, such as the Mercury Mariner hybrid, the Ford Edge and possibly the Reflex hybrid, an insanely hot concept car.

Ford's plan of 250,000 hybrid vehicles by 2010 is a nice step that could position Ford towards success well into the future. Additionally, Ford will enjoy some good P.R. with this move.

Still, let's face it, when it comes to hybrids, it's all about the Toyota Prius. Only the Camry hybrid seems like it could de-throne the Prius, but I wouldn't bet on it.

The Prius dominates because it is a model that is "clear, relevant and distinct."

Only the Honda Insight is as "clear, relevant and distinct", but it is simply too small. A two-seater will forever be a niche vehicle, regardless of whether it is a hybrid or not.

While I like the Ford Escape hybrid, or the Toyota Highlander hybrid, the price difference between a conventional vehicle and its hybrid twin is just too glaring. While I believe these hybrids are worth the price difference, especially in the long run, this math simply will not sell for the average buyer.

To what; however, do you compare the Reflex diesel hybrid?

In the short term, the move to a 'hybrid option' is a bad move for most automakers if they don't have at least one unique hybrid. If you want to be a future leader you can't keep one foot in the past and one foot in the future - it's all or nothing.

If Ford hybrid technology works in the Ford Escape hybrid, then it will work in a "clear, relevant, and distinct" hybrid vehicle as well. If Ford is too afraid to take its own advice regarding future models, then it's already over for Ford.

A Ford hybrid model that could move 100,000 units would be far more important than a hybrid option on 10 different models that will only move 20,000 units per vehicle. A combination of the two could immediately turn things around for Ford via P.R. alone.

It doesn't have to be the Reflex hybrid, but it should be just as "clear, relevant and distinct". If Ford simply follows its own advice it will move forward.

Re: AutoWeek's Newest Diesel versus Hybrid Vehicle article

"Heavy-duty diesel pickups have proved popular here, but hybrid-powered vehicles dominate the market for fuel-efficient cars, in part because they generate better environmental buzz. Consumers are willing to pay a premium for the gasoline-electric Toyota Prius and Ford Escape Hybrid." AutoWeek

Sometimes it's very hard to take AutoWeek seriously, especially when they write things that don't make sense.

First, I'm willing to admit that clean diesel achieves 20 percent better fuel efficiency than conventional gasoline engines, but the technology does cost more.

Second, in Los Angeles, where I live, the price of diesel is almost a dollar more than standard unleaded. So, how exactly is a clean diesel going to save me any money, even if it is 20% more efficient?

Third, in Los Angeles, almost all of my driving is stop and go driving. In such conditions, a hybrid vehicle like the Toyota Prius will perform much better than a Jetta Diesel.

Fourth, the Big 3 are focusing almost exclusively on diesel trucks, not cars. So I have to wait a decade before I have a selection of diesel cars to compare to the Civic hybrid, Prius hybrid, Camry hybrid and Malibu hybrid, etc?

So in my case, in real world driving, selection and costs, how does a diesel compare to a hybrid vehicle? The facts demonstrate that it just doesn't. So, it isn't about environmental buzz, as AutoWeek states, it's just basic facts.

Granted if more petroleum were refined into diesel, the costs would go down, but that's a 'what if'.

If AutoWeek wants to play 'what if' games, let me counter with a 'what if' game.

What if new hybrid batteries become 100% more powerful at the same weight and cost as today's hybrid batteries? Such technology is completely possible within the next decade - which is the same period of time that AutoWeek speculates it would take diesels to really take off in the U.S. in a way that would drive diesel fuel prices lower.

If such hybrid technology were available, then diesels - even with cheaper diesel fuel prices - simply wouldn't compare with the capabilities of hybrid cars. The potential of hybrids has barely been tapped. In the coming decades, hybrids will become significantly more powerful, fuel efficient, and clean.

Diesel technology, on the other hand, has largely reached its potential. Yes, clean diesel technology is a good thing, which can compete with hybrids in the short term, but only in the short term. Inevitably, the best utilization of a diesel engine will be to put it in a hybrid vehicle.

Clean diesel hybrid vehicles are an excellent push into the future. To quit at clean diesel is just far too short-sighted, and a silly argument against hybrids.

Once again I just don't get AutoWeek. Why are they so afraid of hybrid cars?

Showing off hybrid vehicles in Detroit.

In Invasion of the Hybrids, BusinessWeek states that "The auto giants are putting the spotlight on their eco-offerings at this year's North American International Auto Show in Detroit."

"Hybrid vehicles are proliferating, and not just because gas prices spiked to above $3 per gallon last year. Auto makers showing off new hybrid vehicles and plans at this week's North American International Auto Show in Detroit realize that having a hybrid vehicle lineup is valuable public relations for their images."

While this might be true, it is very interesting to note that there are some very unique and radical ideas in many of these new hybrids. For example, GM will be releasing a dual mode hybrid powertrain, while Mitsubishi is showing off its In-wheel Electric Vehicle (MIEV) hybrid powertrain, and Ford is displaying the Reflex diesel hybrid vehicle.

The autoshow isn't just about hybrid vehicles, its about new hybrid technology, and it is also about new hybrid parts suppliers. To simply call this PR is an understatement.

So what hybrids are just around the corner?

Ford will add the Mercury Milan hybrid and the Ford Fusion to their hybrid lineup by 2008, along with their current hybrids, the Escape hybrid and the Mariner hybrid.

GM will offer its mild hybrid, the Saturn Vue Greenline Hybrid, next year which will be followed by the Chevrolet Tahoe hybrid, Chevy Equinox hybrid, the Chevy Malibu hybrid, and the Cadillac Escalade hybrid.

Honda will add the Ridgeline hybrid and Pilot hybrid.

Nissan has already announced the Altima hybrid, but the Sentra and Murano hybrids won't be far behind.

Hyundai, Volkswagen, BMW, Chrsyler, Puegeot, Subaru and even Porsche have all announced they will also offer hybrids.

Obviously, Toyota, which launched the Camry hybrid in Detroit, will continue to push full steam ahead into hybrids. "I think everything will be a hybrid, eventually. It will either be a gas hybrid, a diesel hybrid or a fuel-cell hybrid," Jim Press, Toyota's North American president and chief operating officer said.

Hybrid cars aren't just critical for the public realtions of auto corporations, hybrid technology is critical for their very survival.

Hybrids, the Cobra, the Camero and the Detroit Auto Show

I've been watching CNBC's coverage of the Detroit Auto Show all day long, and I've been struck by one thing: the past versus the future.

Today, Toyota's buzz has revolved around one thing, the future and hybrid cars. This morning the Lexus LS460 hybrid was unveiled, but the real hype, the real excitement is around the launch of the new Toyota Camry hybrid. Now, not to be too biased, the launch of the new conventional Camry is also big news, but the hype around the future for Toyota is still hybrids.

On the other hand, much of the buzz for Ford and GM seems to revolve around the past, particularly around the Cobra and Camero muscle cars.

Now I know that Ford has the Escape hybrid and the Mariner hybrid, and GM will soon be launching its own hybrids, but the Detroit Show again demonstrates just how far ahead Toyota is pulling into the future.

And, regarding GM hybrids, some are even questioning 'how hybrid' GM hybrids are really going to be. "What GM is talking about in my book are not hybrids," said David Healy, an auto analyst with Burnham Securities. "These are trucks with humongous starter motors." (more)

What also struck me, unfortunately, was how much horsepower drives America, which clarifies why not only Ford and GM are hyping the Cobra and Camero, but why Toyota is hyping the Lexus LS460 hybrid.

Horsepower is even driving Toyota hybrids.

Phil Lebeau of CNBC noted how hybrids have become focused on horsepower as much as fuel efficiency. Therefore, the Toyota Highlander hybrid gives you V6 performance with V4 fuel efficiency, but the focus is not purely on fuel efficiency. In fact Mr. Lebeau noted that new hybrid batteries, combined with new micro-processors and software, offer hybrid vehicles the ability to be even more fuel efficient, but that efficiency would come at the expense of horsepower.

So, fuel efficiency isn't even the pure driver of hybrids, yet. If gas prices spike in the coming years, that might change; however, if a breakthrough in hybrid batteries occurs, it might not even matter. Such a breakthrough would afford hybrids the ability to offer significant horsepower coupled with unbelievable fuel efficiency.

While gasoline electric hybrids might not dominate the future before fuel cell electric hybrid vehicles, I wouldn't bet against them if I were an automaker. Since computer technology has essentially become the driver of hybrid success, betting against hybrids is like betting that computers don't have any room for improvement.

Toyota will again dominate the hybrid buzz in Detroit

Yesterday, I wrote about how GM's dual mode hybrid system would finally make its debut appearance at the North American International Auto Show in Detroit via gasoline electric hybrids from GM, Chrysler and BMW. While it is nice to finally see some serious hybrid cars from these automakers, Toyota will once again dominate the buzz in Detroit.

Why?

The Toyota Camry hybrid. While there hasn't been a lot of official news regarding the hybrid version of the Camry, according to MotorTrend, "The Camry Hybrid will deliver the highest level of Camry performance ever achieved in both fuel efficiency and low emissions and also achieve impressive power."

Additionally, the whole line of Camrys is being redesigned and reengineered to greatly improve performance and comfort. Thus, the hybrid Camry will also benefit from these "significant" improvements.

So, will the Camry hybrid be as popular as the Prius hybrid car?

Probably not; however, pricing will largely determine the success of the Camry hybrid. While the Camry hybrid is certain to be a top hybrid seller, I'm certain that Toyota isn't yet ready for the hybrid Camry to out-sell the conventional Camry, so pricing will be set to lure early adopters, not average buyers.

Yes, GM, Chrysler and BMW will get some good buzz from their new hybrids, but the Camry hybrid is the real show-stopper.

Third generation Toyota Prius in 2008?

Editor's Note - This article was written in 2005, click here for updates on the Third Generation Toyota Prius.

The king of hybrid cars, the Toyota Prius, will offer a third generation hybrid drive for the 2008 model according to reports from Japan. Additionally, the new drive will also be included in the rest of Toyota's hybrids as well, such as the Highlander hybrid, Lexus RX400h, and the soon-to-be-released Camry hybrid.

According to one report, the new hybrid drive will offer new batteries that will be lighter than the current generation and will offer greater performance. The second generation Prius provided a significant increase in performance compared to the first generation, increasing battery power by 1.5 times. Thus far it has been stated that the new drive, "will cut prices for eco-friendly vehicles, reduce fuel costs and slash production expenses, company sources said."

Many analysts have noted that soon hybrid batteries will move from NiMH batteries to lithium-ion, but it has not been reported if this change will occur in time for the third generation Toyota hybrid drive.

Nonetheless, this could put Toyota far above the hybrid pack. By the time GM's hybrid program kicks into gear, Toyota will increase the fuel efficiency of their hybrids, while also offering better performance, and cheaper prices. Preliminary reports note that Toyota hybrid costs could be halved by this development.

At that pace, the fourth generation hybrid could possibly achieve prices in the same range as conventional vehicles, but offering significant gains in fuel efficiency. Imagine being able to buy either buy a 30 mpg conventional vehicle or a 60 mpg hybrid version for the same price.

Which would you buy?

Ford answers hybrid concerns

Just a couple of weeks ago, Ford's head of hybrid vehicles program resigned (more). Amidst the financial restructuring that Ford is exploring, many wondered whether the axe was coming down on Ford's hybrids, thus resulting in this resignation.

Today, Ford, which makes the Ford Escape hybrid and the Mercury Mariner hybrid, announced that its hybrid plans had not changed and that Ford was moving forward with its plan to make 250,000 hybrids by 2010.

Still, it isn't hard to speculate as to whether Ford is really serious about hybrids. By 2010, there is a very good chance that Toyota will sell as many, or even more, than a million hybrids.

Currently, Toyota is selling 3 hybrids, the Toyota Prius, the Highlander Hybrid, and the Lexus RX400h. Soon, Toyota will add the Camry hybrid and a Lexus GS model won't be far behind. Additionally, work on the Toyota Tundra hybrid has already begun and who knows what else Toyota has up its sleeve, such as a hybrid minivan.

In terms of production capability, Toyota could climb several years ahead of Ford by 2010. Then, Ford won't be just competing with Toyota and Honda, but GM, Nissan, Volkswagen, Hyundai, and more.

Ford's hybrid plan will enable them to compete in the hybrid market in 2010, but their current plan won't let them keep the leadership role they currently maintain into 2010.

Hybrid Car Price Wars Coming Soon

When it comes to humans, change is the most constant force in the Universe. 100 years ago humans traversed the planet on horses, camels, and donkeys. Today, we use automobiles and airplanes.

As automobiles have evolved, they have changed greatly, but the internal combustion engine has always ruled. That is; however, beginning to change.

Electric cars, hybrid cars and fuel cell cars are already on the road today. While electric vehicles still fall a bit short of consumer expectations, and fuel cell vehicles are ridiculously expensive, hybrid vehicles are just right.

Just five years ago, most Americans knew very little, if anything, about hybrids. Today, the far majority of Americans are not only aware of hybrid automobiles, they believe that hybrids are the future, and they are willing to buy a hybrid, if not for the costs, according to a recent Polk Study.

While I agree that there are issues with hybrid vehicle costs, I think the Toyota Prius hybrid is a vehicle well worth the money. In fact, I think ALL hybrids are worth the price. Sure the costs of knowing that you are helping develop a new technology, that you are helping clean the environment, that you are helping reduce foreign oil dependency, are not easily measured. Still, for those that are deeply concerned about such issues, the additional costs of hybrid technology are well worth the price.

Still, the average American is mostly focused on price, which means that costs must go down for hybrids to successfully compete with conventional vehicles. This is on the verge of happening.

Already, Toyota President Katsuaki Watanabe has ordered engineers to reduce the costs of hybrid technology by 50 percent according to USA Today. Such a move would make buying a Toyota Highlander hybrid, instead of a conventional Highlander, much easier for the average buyer. With the Camry hybrid and as many as 10 new Toyota hybrids soon reaching market, hybrid costs will be extremely important.

But it isn't just comparing Toyota hybrids to conventional Toyota vehicles that will be important. The new Honda Civic hybrid, for example, is set to provide a real challenge to the most popular hybrid, the Prius. According to early reports, the second generation Civic hybrid will be more powerful, more fuel efficient, and better styled than the previous Civic hybrid.

Honda hybrids are not Toyota's only challenge either. Essentially every major automaker is now developing hybrid technology. This will eventually lead to better and cheaper hybrid parts, such as batteries, as more and more automobile suppliers begin developing this technology.

Additionally, hybrid technology will evolve. Already Honda anticipates that it will be able to challenge Toyota hybrid pricing because its hybrid system is simpler than Toyota's. Thus Toyota will strive to simplify its hybrid powertrain, or to make it more powerful and more fuel efficient than Honda's to justify the price difference. Or, perhaps, the next Prius will be a plugin-biodiesel-electric hybrid vehicle.

Inevitably, hybrid vehicle competition will lead to price wars, and it will help end foreign oil dependency while protecting the environment. What more could consumers ask for?

Honda Civic Hybrid Expectations

Honda. Honda is the most fuel efficient and green automaker in the world. PERIOD.

Yes, Toyota has the best selling Prius hybrid car, but Toyota also offers a number of very fuel inefficient automobiles. Nonetheless, Toyota is the second greenest automaker and is taking the automotive world by storm with its Hybrid Synergy Drive, which Toyota has added to the Highlander hybrid, the Lexus RX400h, and is about to add to the Camry hybrid.

So what has happened to Honda hybrid cars?

While Honda was a hybrid car leader, Honda Corporation did not accurately assess the importance of the hybrid car market.

For example, the Honda Insight Hybrid is and always will be a niche vehicle. The Honda Accord hybrid is a performance hybrid, not a hybrid designed for fuel efficiency. The Honda Civic, on the other hand, has always been a fuel efficient automobile. Still, in terms of hybrid efficiency, the Civic hybrid just isn't up to the same level as the Prius hybrid.

Well, all that could change with the new Civic hybrid.

According to MotorTrend the new Civic hybrid "features a 1.3 litre inline-four engine that employees Honda's intelligent Variable Valve Time and Life Electronic Control (VTEC) system to provide three stages of valve timing (low-rpm, highrpm and cylinder-idle mode) combined with a significantly more compact and efficient Honda Integrated Motor Assist (IMA) system."

So what you might ask? Well, according to Honda, the 2006 Civic hybrid should offer "significant improvements in both performance and fuel economy over a similarly equipped 2005 Civic hybrid." Thus, the Civic hybrid could become a serious competitor of the Prius hybrid.

As for me, I can't wait to test drive the Civic hybrid. Hopefully, it will spring Honda back into the role of a hybrid vehicle leader, while creating real competition for the role of hybrid leader.