Prius leads Japan manufacturing into future

2010/1/13

In improving vegetable and livestock traits, cross-bred varieties are often stronger and develop better than their "parents." I hear this is called hybrid vigor.

The robust growth of hybrid cars overlaps with this law of nature. Cars powered by a mix of electricity and gasoline are no longer stared at with curiosity.

Last year's top-selling new car was the hybrid Prius manufactured by Toyota Motor Corp. Sales tripled from the previous year when it ranked 10th.

The fuel efficiency produced by the motor-engine mix, coupled with the launch of a comparatively inexpensive third model and tax breaks, apparently worked in favor of the car.

Ten years ago, I was a passenger on a test-drive of the first Prius model. While I was impressed by its quiet and smooth movement, I was somewhat skeptical whether it could go beyond its "eco-friendly" image and truly win market support.

But now that the Prius is not only eco-friendly but also easy on the wallet, there is no reason it would not sell well.

Including other hybrid cars such as Honda Motor Co.'s Insight, hybrid cars make up nearly 10 percent of sales of all passenger cars, including minicars.

The history of automobiles overlaps with the history of oil consumption. In 1993, Toyota started to seek a different style of car because it was anxious about the future of gasoline-powered cars. The project was named "G21" with the aim to develop a car that would be accepted by the global environment in the 21st century and sell well.

That was the mission of Prius, whose development code was 890T.

In January 1996, a rough-edged prototype was put on a test course. According to those who attended the test drive, they were so relieved that the first words they uttered were "At any rate, it moved."

But the automaker put the car on the market in December 1997. I can imagine the momentum when a team of top-notch engineers stepped on the accelerator bearing the expectations of the whole company on their shoulders.

When Prime Minister Yukio Hatoyama announced a set of ambitious measures to fight global warming, the industrial world let out a scream of help mixed with anger.

But there must be a path on which both companies and consumers can happily advance while paying attention to the environment.

I want to once again believe in Japan's manufacturing ability.

--The Asahi Shimbun, Jan. 12