Toyota's present is the future

Toyota's present is the future
Photos by -Autonet.ca
Lesley Wimbush
Published: 11 02 2009

Toyota Lexus unveiled two new models with little fanfare and "no pyrotechnics" at the 2009 Canadian International Auto Show, believing rather, that the "products speak for themselves".

The iconic Toyota Prius has been completely updated for 2010, featuring a new hybrid power system that boasts over 1,000 patents. The world's most successful gas/electric hybrid vehicle, now in its third generation, will deliver 22% more power and 7% greater fuel efficiency than the outgoing model.

Toyota claims that while "other companies talk about their plans to deliver the car of the future, the Prius delivers it right now, available this spring".

A luxury vehicle used to be a way of displaying material wealth and power. But according to Lexus, today's luxury buyers want to express their individuality and idealism, and six out of 10 buyers - believing that they will be judged according to the impact of their choices - would prefer a hybrid vehicle.

Available this summer, the Lexus HS 250h is the industry's first dedicated hybrid gasoline-electric luxury vehicle offering advanced technology and a "no-compromise standard" in an entry-level sedan. Featuring an exhaust recovery system that increases efficiency, and a new "cockpit of the future" that reduces carbon dioxide emissions by 20 percent, the HS 250h offers environmental sophistication that's "friendlier to our communities and the planet" says Stephen Beatty, Managing Director of Toyota Canada.

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