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Toyota Prius line may not reach 2013 sales target

2012 was a good year for the Toyota Prius line, the hybrid that started it all moving 236,659 units, being the best-selling model in California for the year and the Prius C (pictured) being deemed the most reliable car of 2012 by Consumer Reports. Then 2013 happened, and gas prices dropped more than expected, and people haven't been buying the little hybrids like they used to.
A report in Bloomberg says Toyota set 250,000 units as the Prius family's sales target for this year, but hits like the double-digit drop in year-on-year performance in February have helped lower 2013 sales by 8.4 percent compared to 2012, making the objective "a challenge" to reach. The declines in Prius sales come even as hybrid sales overall were up in the first couple of months this year, including sales of other Toyota and Lexus hybrids. Jim Lentz, Toyota's North American chief, said the Prius target would be adjusted if necessary.

Local production could improve Toyota Prius' fortunes in China

The Toyota Prius is the world's most popular hybrid vehicle, but it may take domestic production capabilities for the model to achieve a high level of popularity in China. Japan-based Toyota is aiming to produce an increasing percentage of Prius components in China in order to bring down its price there, Bloomberg News reports. Eventually, the goal is to make all Priuses sold in China in that country in order to avoid the steep 25-percent import tariff. As it is, Toyota sold just 1,400 Prius vehicles in China last year, compared to about 234,000 in the US and 315,000 worldwide. Hindering sales is the fact that the Prius costs about as much as an entry-level Audi in China, where Volkswagen is the country's best-selling automaker. Toyota has been selling the Prius in China for almost a decade but may soon find local sources for the batteries and other hybrid parts for the Prius and Camry Hybrid, Bloomberg says, citing comment from Hiroji Onishi, Toyota's China chief, at the Beijing Auto Show. Part of the problem is that the Chinese government provides less than $500 worth of subsidies for each hybrid sold, compared to about $9,600 for an electric vehicle. While that subsidy may rise as China municipalities take on the country's growing pollution problems, there's lingering concern over spurring sales of a car that's made by competing Japan. Toyota starting making some of its Prius vehicles in China in 2005 but halted production on the second-generation version of the hybrid four years later.

Tesla expects another higher-volume deal with Toyota in next few years

Four months have passed since Toyota ended its relationship with Tesla Motors, in which the electric-vehicle specialist supplied full lithium-ion battery packs to the Japanese behemoth for its RAV4 EV rollout, of which 2,500 vehicles will be completed. Now, Tesla founder and CEO Elon Musk has been heard suggesting that a future collaboration is likely within the next two to three years, and that it will probably be much larger than the last one.
Both Tesla and Toyota have sung each other's praises in the not-too-distant past, Toyota telling Autoblog back in May, "We have a good relationship with Tesla and will evaluate the feasibility of working together on future projects." According to Automotive News, Musk said of the Japanese giant, "We love working with Toyota... We have a huge amount of respect for them as a company and certainly much to learn."
Interestingly, though, the two automakers have rather divergent strategies for eco-friendly automobiles. Toyota, as you're surely aware, is the clear-cut leader in hybrids and has thrown its massive support in the direction of hydrogen fuel cells, while Tesla has invested heavily in battery-electric technology and high-speed charging stations.