DETROIT - Toyota Motor Corp. pushed the hybrid envelope further this week by unveiling two high-profile cars equipped with the powertrain at the annual Detroit auto show, but competitors responded by cranking up the volume to promote rival clean-engine technologies.
Japan's top auto maker has gained a reputation as a "green" company with its popular Prius and other gasoline-electric hybrids, and is keen to see the technology take off globally. After selling about 250,000 hybrid vehicles globally last year, Toyota is targeting sales of 400,000 units in 2006 with the addition of versions of the Lexus LS and Toyota Camry hybrids - the two brands' flagship sedans.
"It is clear today that hybrid technology has moved solidly into the mainstream especially among consumers who are environmentally aware, and want to make a difference for future generations," Don Esmond, senior vice president at Toyota Motor Sales USA., said at the Camry hybrid's launch at the North American International Auto Show here this week.
But rivals sought to tone down the hype, citing high costs to manufacturers and consumers and claiming "inflated truths" about vastly improved mileage. Hybrids twin a conventional combustion engine and an electric motor to save fuel. "I hate selling cars at a loss," Nissan Motor Co. and Renault SA Chief Executive Carlos Ghosn told reporters, saying hybrids were not a profitable proposition. Nissan will bring out its first hybrid with the Altima sedan later this year, but says it was only because average fleet fuel economy regulations in California require it.
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