Cho says that the ramifications will revolutionize the automobile industry as we know it. "This is not a time of gradual change. All automakers know that the world's consumers will only strengthen their demands for environmentally friendly technologies, and that emissions controls will continue to tighten. So why wait? We at Toyota want to meet demand head-on, with realistic solutions that demonstrate our commitment to a cleaner environment. That’s what the Toyota Hybrid System is all about."
Toyota's hybrid technologies are one piece of a company-wide philosophy that embraces a larger view of Toyota's worldwide responsibilities. "In today's world, auto manufacturers must create technologies that support long-term, sustained economic growth. The environmental impact of our products must be
foremost in our minds—before our products head to the showroom," says Cho. "If you look at current legislation and the strong, grassroots-level support for environmental technologies, it's obvious. Automakers that deliver greener products will command the market in the 21st century."
Each of Toyota's powertrain models contributes to this goal. In gasoline engines, direct-injection technology has cut CO2 emissions by 20%; for diesels, direct-injection common rail engines offer even better emissions performance. The hybrid-equipped Prius is slated to pass even the U.S. State of California's very strict SULEV (Super Ultra Low Emissions Vehicle) standards. And of course, Toyota's extensive research into fuel cell technologies promises to deliver an even cleaner alternative to consumers.
Setting the Pace for a Greener Future