I had the unique privilege and pleasure of interviewing Mr. Ed LaRocque, Toyota National Manager of Advanced Technology Vehicles. Mr. LaRocque oversees the sales and marketing of Toyota's hybrid electric vehicle program and other ventures. I used this opportunity to explore where the manufacturer is headed within the coming years as well as answer some of the questions in which our members have expressed specific interest.

SIEGEL: As hybrid electric vehicles debut in the global marketplace, the technology is faced with significant setbacks to its proliferation. Could you describe some of these obstacles and Toyota's response to overcome them?

LAROCQUE: Toyota introduced the Prius in Japan in 1997 and the United States in 2000. The next generation Prius launched in October of 2004 and we now have more than 100,000 Prius on U.S roads. The high cost of hybrid components and overall market acceptance have represented our two biggest challenges to successfully sell the Prius.

SIEGEL: There are significant misunderstandings about this new technology, most notably the myth that hybrid electric vehicles must be plugged in to recharge. How is Toyota working to educate the public?

LAROCQUE: We feel it’s real important to educate the public not just about the Toyota Prius, but also about all the hybrids that are on the market today. You don’t have to plug them in. There are no compromises. We do this through our marketing, through our frequently asked questions at events and our website and we’re continuing to educate the public about the benefits of hybrid technology – there is no compromise to our customers.

SIEGEL: Toyota has spent years researching and developing a complete hybrid system, Hybrid Synergy Drive. Competitors like Honda have instead opted to embrace the "mild" hybrid approach. Could you briefly explain how each works and reveal the advantages to Toyota's venture?

LAROCQUE: Compared to other systems, Toyota's Hybrid Synergy Drive (HSD) system provides outstanding performance and fuel economy with low emissions. We believe the Prius with HSD has helped change perceptions and support acceptance of hybrid vehicles to move these products to the mainstream market

SIEGEL: The Toyota Prius has made countless news headlines, shattering records of both mileage and waitlists alike. Do you expect future hybrid vehicles to have the same kind of response, and how do you plan to satisfy consumer demand?

LAROCQUE: Rising and sustained fuel prices, geopolitical unrest and increasing concerns for the environment have stimulated demand for hybrids. The 2004 Prius has been recognized as an outstanding product and great value. Toyota has a very optimistic view for the future of the Prius and other models soon to be introduced. We are responding to unprecedented customer demand by once again increasing production to 180,000 units worldwide in 2005.

SIEGEL: There is concern by skeptics that the production of hybrid automobile batteries counteracts the environmental benefits of low emissions. Is there merit to this argument?

LAROCQUE: First of all, we do have a recycling program for all of our batteries for an end-of-life strategy. What we want to do is reclaim as many of the components from our nickel-metal hydride battery packs and recycle and reproduce new battery packs.

SIEGEL: Many conclude that current EPA mileage estimates for cars are about 15% optimistic, a difference that is most noticeable on high-efficiency vehicles like hybrids. Are auto manufactures working to devise a better system that is more fair for traditional combustion and hybrid vehicles alike?

LAROCQUE: I think the EPA testing has been around for a long time and perhaps it is time for the Environmental Protection Agency to re-examine its testing. Although our group is not directly involved, it is our understanding that the industry is working with the EPA to look at possible improvements to the testing. That said, the EPA tests lend itself very well to the very high MPG ratings for hybrids, as you probably well know. So, we benefit from the EPA testing as it is currently structured because of the driving cycles that are built into the EPA testing criteria. All auto manufacturers are partnering with EPA to evaluate the EPA testing criteria that exist today to potentially look at a new system for the future for both internal combustion and hybrid vehicles both.

SIEGEL: While there is a general consensus among the online communities that "Prius" is the plural form of "Prius," though media outlets consistently assert "Priuses" or a variety of other creations. For the record, can you confirm that "Prius" is plural for "Prius?"

LAROCQUE: The correct form is whatever our customers want it to be. You can say “Prius.” You can say “Priuses.” You can say “Priis.” We love watching the chatter and the comments that we’re seeing on the websites. From Toyota’s standpoint, there really is no right way for the Prius to be announced.

SIEGEL: Prius owners have expressed notable interest in XM radio integration, EV "electric vehicle" mode and video camera feeds for their cars. Various products have even been developed by third parties to exploit these capabilities otherwise available outside the United States. Does Toyota have plans to offer these technologies directly to the U.S. in the future?

LAROCQUE: We are studying the possible integration of these and other advanced technology features for the future.

SIEGEL: Most hybrids on the future lineup are counterparts to existing cars. Should consumers expect any new models to begin production as hybrids? If so, what vehicles are next on the conveyor belt?

LAROCQUE: I think, first of all, one of the great things about the Prius is that it was designed as purpose-built hybrid. It is, we believe, perceived by the public and our customers as great value, great technology – more with less with Hybrid Synergy Drive – so you get more power, great performance, great gas mileage, less emissions. That said, I believe that except for the Insight, the Prius is the only other vehicle that is on the market designed and built from the ground up as a hybrid. At this time, Toyota does not have any other designs planned for another purpose-built hybrid, but that doesn’t mean that we wouldn’t possibly consider it in the future.

SIEGEL: Are there any other comments you wish to share with our subscribers?

LAROCQUE: I’d also like to say that, if you saw our press release, we now have more than 100,000 sales of Prius in the US since we launched in 2000. We also will be building 100,000 Prius next year in 2005 to meet the incredible customer demand. We want to thank all our customers for their support of the Prius.

Finally, we now have more than 250,000 hybrids – including the Prius and other models – produced in Japan on the roads worldwide. We’re proud of our sales and want to respond to the market with increased production for next year. We’re very excited about the future not just for Toyota and our products but also for all of the new hybrids that are going to be coming to the market.

Toyota wants to sincerely to thank our customers for their business and support in our effort to provide clean air solutions and improve the environment.