Hybrid Cars: The Slow Drive to Energy Security
Nevertheless, with the proven success of the Toyota Prius, which won every possible accolade in 2004 (including Motor Trends Car of the Year, and the European Car of the Year), the hybrid makers are rolling out new models. Honda recently introduced the Accord hybrid. Ford became the only American automaker so far to join the hybrid market with the introduction of the Escape Hybrid, which won the North American Auto Shows Truck of the Year Award. Ford is expected to sell about 4,000 Escape Hybrids in 2004, and has targeted total sales for the 2005 Ford Escape Hybrid SUV at 20,000. The carmakers are clearly opening up new segments of the hybrid market with their no compromise marketing strategy. If this expansion comes at the expense of maximizing increases in efficiency, then perhaps overall collective gains can be made up by volume of sales.
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By 2006, Toyota and Honda hybrid models could account for 10% of the 2 million plus midsize passenger vehicle sales in the United States, which proves that hybrids are no longer a niche market. Toyota plans to introduce a hybrid version of its Camry model to the United States in 2006. Its target is to sell 100,000 vehicles.
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