• Nov 14, 2008
Click above for a high-res gallery of the 2010 Toyota Prius

Toyota has been scrambling to right its financial ship after cutting its profit forecast by 63% in the face of dismal US auto sales. The Japanese automaker set up an emergency committee to look at areas to cut costs, and all programs are said to be on the table. Though Toyota has announced nothing specific to this point, Japan's Nikkei Business Daily is announcing that the first US-built Priuses may not be produced until 2011. That would mean a one year delay of the opening of Toyota's Mississippi plant, which has already seen a product shift and cost overruns. The new 2010 Prius, which will initially only be built in Japan until the Mississippi plant comes online, is scheduled to be unveiled at the Detroit Auto Show in January.

Toyota is currently denying that Prius production at the Mississippi plant has been delayed. We're a bit skeptical of the Nikkei report anyway considering the Prius is still in high demand despite the economic downturn.


[Source: Reuters Associated Press]


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  • 5 Comments
      • 6 Years Ago
      Now you're stealing TTAC's catchphrases? Have you no SHAME?
        • 6 Years Ago
        They haven't done a deathwatch yet so it's OK.
      • 6 Years Ago
      Toyota is running into the same overcapacity problem the Big Three have in the US. Except the Big Three have VASTLY too much overcapacity.

      They are already grasping at things to do with that San Antonio plant now that the bottom fell out of the truck market and adding more Prius or car production in Mississippi if there isn't a big enough market to support it means more money lost.

        • 6 Years Ago
        If gas prices stay at there current levels for six months, demand for the Prius will decline significantly. And if the recession deepens significantly, then demand for the Prius will decline even more.

        Toyota is wise to delay opening the Prius factory.
        • 6 Years Ago
        I think there's a bigger market for Prius. This current Prius is selling like hot cakes and it is an outgoing model.

        You do have a point about overcapacity, but its not for Prius, its for those 4Runners, Sequoyas and Land Cruisers.