Toyota: Market wants hybrids, not sportscars

If the automaker's presence at the last couple of Auto Shows (see Detroit, Chicago) wasn't enough to clue us in, Toyota Division General Manager Bob Carter has spelled out the Japanese giant's future product portfolio to Automotive News, saying, "Personally, I would love to have a sporty car, but it is pretty clear what the market is looking for right now." So, just what is it that the market is looking for? Carter answers, "high-quality, fuel-efficient, low-impact-environment products."

Expect to see plenty of hybrids in the coming years from Toyota, kicked off later this year with the introduction of the 2010 Prius hybrid. A bit further down the line, Toyota says it will dive into fully electric vehicles. Looking beyond the electrification of Toyota's line for a moment, we remember that the diminutive iQ is also on the horizon. We've also heard rumblings of an investment into cellulosic ethanol, though nothing definitive on that front has yet been announced, and the automaker has also continued to pledge its support for hydrogen.

[Source: Automotive News – sub. req.]