GREEN ZONE
The next generation of vehicles is already here As part of Challenge 1, Toyota’s already been investing in next-
generation vehicles. A prime example of this is the Prius, its flagship hybrid vehicle. Almost 18 years have passed since the launch of the first-
generation Prius, which was created as the world’s first mass- produced hybrid vehicle. This little car – now in its fourth iteration – pioneered the age
of eco-friendly cars and has undergone a full redesign. And, with its core environmental performance greatly improved, it’s now considered to have the most efficient gasoline engine in the world. Back in 1993, when the first-generation Prius was still in its planning stages, the development of its hybrid system was one that offered an answer to the environmental issues of the 21st
century. At the time, the three key issues addressed were reducing CO2
emissions, conserving energy and preventing air pollution. Many Toyota customers supported the belief that this car was set to change the world and it’s gone on to become an iconic hybrid vehicle that’s contributed to the global environment.
Eco-care at every stage
Starting with the second-generation, the Prius has been manufactured at the Tsutsumi Plant in Toyota City. It’s a model sustainable plant through which Toyota emphasises the role of nature in creating production sites in harmony with their natural surroundings. The plant is working to reduce energy consumption based on low-CO2
and day-to-day Kaizen activities, and also reduces CO2
emissions by using electrical
power generated by solar panels, with a total area equivalent to 60 tennis courts. This is a site of eco-friendly Monozukuri, where eco-friendly cars are made at an eco-friendly plant by eco-friendly people. Eco-friendly vehicles can only start contributing to the environment once
production technologies
they’re in widespread use and hybrid vehicles are still largely considered “special” vehicles. So, to bring hybrid vehicles – including the Prius – into wider use, it’s important to create vehicles that don’t pale in comparison with any other vehicle and are a legitimate buying option for customers seeking a car that’s kind to the environment. “I believe we’ve succeeded in making the fourth-generation Prius a ‘better car’ in all aspects, including environmental performance, styling, driving performance and safety,” says Koji Toyoshima, the Prius’s Chief Engineer. “We want buyers to feel that the car they wanted most of all just happened to be a hybrid.”
Fast fact The Japanese word
“Monozukuri” is a philosophy used at Toyota that explains how people in production
and management can achieve mastery. It’s “the process of creating superior products
through pride of workmanship, manufacturing excellence and continuous improvement”.
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