Hybrid pioneer Toyota has put up a new "Web 2.0" site to promote their hybrid vehicles. Owners of hybrids can create their own content on the site to demonstrate why they own one. Users can create a personal profile and then use graphics and video to represent who they are and why they chose to drive a hybrid. Visitors to the site can filter user profiles by various attributes to find out who drives Toyota hybrids. There are also various tools provided by Toyota that visitors can use to calculate gas savings, and driving range.