OREANDA-NEWS. Promising continued gains in fuel economy, Toyota Motor Corporation (TMC) Managing Officer Satoshi Ogiso outlined the launch of a new era in hybrid technology with the arrival of the next-generation Prius, while Toyota Motor Sales (TMS) Senior Vice President of Sales Bob Carter issued a challenge for the industry to significantly step up its commitment to hybrids as a core technology.

As a backdrop to these announcements, Toyota gathered in one place for the first time ever the entire Toyota and Lexus global hybrid line up. The company has sold more than 5 million Toyota and Lexus hybrids worldwide. The environmental effect has been an estimated 34 million ton reduction in C02 - the equivalent of taking 4.8 million vehicles off the road.

"I would like to see us -- as an industry -- accomplish the same thing in the U.S.," said Carter.  "That is...5 million hybrids, cumulatively, in the U.S. by close of business 2016.  That results in 3 billion gallons of gasoline saved, which is more than enough gas for the entire population of the United States to drive from San Francisco to Los Angeles in a Prius. It's do-able. And I think we will do it."

Stressing Toyota's further commitment to industry hybrid leadership, Ogiso announced that "when the next generation Prius arrives, it will begin a new era for a broad range of Toyota and Lexus vehicles" and will be "the first to introduce a substantially improved  family of hybrid powertrains."

Between now and the end of 2015, Toyota plans to introduce 15 new or redesigned hybrid vehicles globally.  These new hybrid powertrains will deliver significantly improved fuel economy in a more compact package that is lighter in weight and lower in cost. Ogiso said the performance of this new generation of powertrains will reflect significant advances in battery, electric motor and gas engine technologies that are part of Toyota's larger strategy towards the electrification of the automobile through hybrid, battery electric and fuel cell technologies.

The next Prius will feature improved batteries with higher energy density - the relationship between the battery's output and dimensions. Toyota, already a leader in advanced drive battery technology, has stepped up its research, development and production capacity of both nickel-metal hydride and lithium-ion and will use these technologies where appropriate in its expanding focus on electrification of the automobile. Toyota has also ramped up development on new battery technologies like solid state and lithium air, as well as devoting resources focused on chemistries beyond lithium, such as magnesium and other low-valence materials.

In addition, the thermal efficiency of the gasoline engine in the current Prius is 38.5 percent. The next-generation will boost that level to more than 40 percent - a world best.

The next Prius will also utilize Toyota New Global Architecture (TNGA), featuring a lower center of gravity and increased structural rigidity, which will contribute to greatly improved driving dynamics.

Improved aerodynamics will contribute to an all-new exterior design. Ogiso promised a roomier interior and significant refinements in design, layout and ease of operation.

Ogiso also said the next-generation Prius Plug-in (PHV) is being developed in parallel with the standard Prius model.