Word: priuses
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Dates: during 2000-2009
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Moving Ahead Meet the masterminds behind the Toyota Prius and quantum teleportation...
...track at upwards of 120 m.p.h. The 51-year-old admits he's addicted to the speed rush. "When I'm out there on the track, I'm fearless," he says. Fearlessness has been a useful asset for Hori. As executive chief engineer responsible for the gas-electric hybrid Prius, he spent years battling the idea that environmentally friendly cars would never appeal to consumers or make a profit. Today he stands proudly on the wreckage of that conventional wisdom, having helped create the first eco-car to decisively leave the drawing board and storm the streets of suburbia. More...
...redesigned 2004 Prius, which draws power from a gasoline engine and an electric motor to deliver 60 m.p.g. on city roads, represents the realization of that objective. Since its debut last year, the car has been the toast of the automotive world. Despite its pedestrian list price of about $20,000, the snub-nosed hatchback is a badge of celebrity chic: Cameron Diaz and Harrison Ford took Priuses to last year's Oscars...
Right now, Hori and his team are focused on the future. "The original Prius proved that hybrid cars were technically feasible. The new model has shown that it can be attractive to consumers. The third generation has to be even more powerful and more fuel efficient," says Hori. His vision for Toyota's eco-friendly autos goes beyond the Prius line. "The next step is to apply hybrid technology to other models and to reduce its price," he says. After that, he has his sights on dispensing with CO2-belching gasoline engines entirely: "Ultimately, the future is in electric power...
What’s your ride?: I don’t have a car. But if I had my choice I guess I’d put the engine of a Toyota Prius in an El Camino...