Toyota bet wrong on EVs, so now it’s lobbying to slow the transition

Toyota introduced the Prius Prime in 2016, years after other manufacturers released electric-only models. (credit: Jonathan Gitlin)

Executives at Toyota had a moment of inspiration when the company first developed the Prius. That moment, apparently, has long since passed.

The Prius was the world's first mass-produced hybrid car, years ahead of any competitors. The first model, a small sedan, was classic Toyota-a reliable vehicle tailor-made for commuting. After a major redesign in 2004, sales took off. The Prius' Kammback profile was instantly recognizable, and the car's combination of fuel economy and practicality was unparalleled. People snapped them up. Even celebrities seeking to burnish their eco-friendly bona fides were smitten with the car. Leonardo DiCaprio appeared at the 2008 Oscars in one.

As the Prius' hybrid technology was refined over the years, it started appearing in other models, from the small Prius c to the three-row Highlander. Even the company's luxury brand, Lexus, hybridized several of its cars and SUVs.

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