For several decades now, the car industry has faced three important environmental challenges: ambient air quality, climate change and energy supply and demand. In order to conserve energy resources and prevent global warming, there is a growing need to further improve the fuel consumption of vehicles.
The idea of an alternative powertrain for cars was already alive at Toyota in the 1960s. But it is in the early 1990s that the company actually initiated a production-based development programme of environmentally-responsible automotive technologies.
The 1992 Toyota Earth Charter stated: “Toyota’s aim is to build clean, safe automobiles while working for affluent societies and a green earth.” The following year, this core policy was combined with a set of action guidelines to create the Toyota Environmental Action Plan.
With the 1997 launch of the first-generation Prius, Toyota instigated a modern-day revolution in automotive electrification. At the time, the Prius’ debut raised a lot of eyebrows and prompted many sceptical comments. However, Toyota’s engineers and leaders were confident that their unique vision would, ultimately, be vindicated.
Today, Toyota celebrates the success of its innovative full-hybrid powertrain technology with sales of more than 7.3 million hybrid cars and, with its TS040 Hybrid racing car, both the driver’s and manufacturer’s titles in the 2014 FIA World Endurance Championship.
For more information on Toyota hybrids and all Toyota models, visit the Toyota showroom in Mdina Road, Żebbuġ.