Get your priorities straight: Hybrids on the top of Toyota’s list for the U.S.

Posted: Feb 23, 2009
Filed under: Hybrids, Green News, Industry News, Toyota

Don’t expect any Toyota Supras or Celicas anytime soon. Bob Carter, Toyota Division General Manager, said that the Japanese automaker will focus more on hybrid vehicles in its future United States lineup instead of high-performing sports cars.

“It is just a reprioritization of where we think the customer is today and where the customer is going to be 24 and 36 months from now,” Carter said in an interview with Automotive News at the 2009 Chicago Auto Show.

The much anticipated Toyota FT-HS Coupe Concept was expected to enter production by 2011. Carter said that sports car just have a lesser priority on Toyota’s to-do list. Of course, who knows what will happen 24 to 36 months from now.

It was reported earlier this year that a V6 Toyota Supra is scheduled for a 2011 debut.

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  • zermatt
    “It is just a reprioritization of where we think the customer is today and where the customer is going to be 24 and 36 months from now,” Carter said.

    Let's be honest. Toyota has not been in the performance market for some time now. What car have they had in the last couple of years that would be considered sporty? Is my memory failing me here?

    Toyota has been busy creating every combination and permutation of SUV/crossover and I really have not thought of them as being interested in this segment. Nissan, Mazda and Honda will take a fair share of the performance market that Toyota has not show interest in.
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