[Exclusive] Toyota exec. speaks about strategy for hybrids

"Toyota will focus its research and development efforts in the two areas of eco-friendly technology and emerging markets."

Takeshi Uchiyamada, Toyota Motor`s executive vice president for research and development, said this about the carmaker`s strategy in an interview with The Dong-A Ilbo at the Museum of the Future of Science in Tokyo Tuesday. He had led the development of the world`s first mass-produced hybrid car Prius, which was introduced in 1997, and is one of the key drivers of Toyota`s R&D operations.

○ `Toyota to leapfrog anew with hybrid vehicles`

Toyota introduced Tuesday the Prius PHV, its first mass-produced plug-in hybrid vehicle, or HPV. Unlike conventional hybrids, the Prius PHV is equipped with lithium-ion batteries that can be recharged through household electricity.

Uchiyamada said, "The PHV can run a far longer distance (without recharging) with an electric motor alone compared with conventional hybrid vehicles that can only recharge its electric batteries through recycling of energy during vehicle operation, and offers a far higher fuel efficiency than a conventional hybrid vehicle."

Toyota is the first in the world to start mass production of a plug-in hybrid vehicle, he said.

"The Prius PHV will signal the opening of a new market for eco-friendly vehicles,” he said. "Going forward, Toyota will develop PHV as a pillar of our eco-friendly vehicles."

Citing improved fuel efficiency and low price as the remaining challenges of expanding hybrid vehicles, he said, "Fuel economy will gradually increase through PHV technology, and we can introduce to our customers hybrid vehicles at lower prices with technologies we`ve accumulated thus far.”

On Toyota`s R&D strategy, he said, "We`ll focus on eco-friendly technology and start mass producing urban electric vehicles next year designed primarily for short-distance trips, including commuting," adding, "Since emerging markets including India and Brazil are rising, we will seek to implement R&D activities tailored for each market."

Uchiyamada spoke highly of Hyundai Motor`s hybrid technology but made it clear that Toyota`s technology is still comparatively superior to Hyundai`s. "I had a chance to drive the Sonata Hybrid, and I think it`s very well designed in fuel economy and driving performance," but added, "I think Toyota still has a slight lead over Hyundai in technology."

○ 61 kilometers on one liter of gas

Toyota held a ceremony Tuesday on the launch of the Prius PHV at the Museum of the Future of Science in Tokyo. "The Prius can run 61 kilometers on one liter of gas," the company said, adding, "The vehicle is equipped with a 60 kilowatt-class electric motor powered by a lithium-ion battery, and a 1.8 liter four-cylinder engine."

The car generates a combined 130 brake horsepower from the electric motor and engine.

To recharge the vehicle`s battery with household electricity, the car requires the H2V Manager, a home recharging system or a kind of adapter. A full recharge takes 90 minutes when using a 200-volt power source.

The sale price of the Prius PHV is set at 3.2 million yen (41,000 U.S. dollars), and that of the H2V Manager is 52,299 yen (670 dollars). Toyota aims to sell about 60,000 units of the hybrid car per year.

Uchiyamada said, "We will determine whether and when to introduce the Prius PHV in Korea by considering the situation in the Korean market," adding, "Considering that one third of all Toyota sales by Toyota Korea were hybrid models, we expect to introduce the new vehicle in Korea sooner rather than later.”

alwaysj@donga.com