Toyota has the name recognition and deep association with hybrids in consumers' minds to likely beat Honda in the hybrid race. At least in the short term.
Toyota cranks up heat on Honda with new PriusTOKYO (Reuters) - Toyota Motor Corp said on Monday its new Prius had received pre-sale orders for 80,000 vehicles in Japan, kicking off what promises to be a fierce battle against hybrid rival Honda Motor Co.
Toyota, which has dominated the market for gasoline-electric cars so far, is looking to take back the crown after Honda's new Insight became the first hybrid ever to top the best-sellers' list in Japan last month.
"The hybrid market is going to be one of the fastest-growing segments in the world," said JPMorgan Securities auto analyst Takaki Nakanishi.
Read more on Toyota's new Prius.
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