To date, Toyota will aim to produce 20,000 to 30,000 unit by 2012, expecting the demand for these vehicles to balloon in the coming years. Toyota wants to price its plug-in hybrids at a comparable price to Mitsubishi Motors Corp’s all-electric car, which debuts this month to fleet customers in Japan at 4.59 million yen ($47,800) before government subsidies.

Toyota’s new Prius gasoline-electric hybrid costs less than half that, starting at 2.05 million yen in Japan. Toyota’s plug-ins will be able to run 20-30 km (12.4-18.6 miles) on battery power alone at full charge, the paper said.

(Source) Asia One

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While improved fuel economy is the top reason cited for considering a plug-in hybrid, lower operating costs and positive environmental impact also contribute to interest. “With gasoline hovering around $2.00 per gallon, there is no real economic case for plug-in hybrids right now,” said Bryan Krulikowski, Morpace Vice President. “Those interested in plug-ins are also considering the non-economic benefits provided by the technology.”

Given the technology’s high up-front purchase cost, Krulikowski added, it’s not surprising that consideration is strongest among luxury car owners. However, those driving mid-size cars and minivans also tend to be more interested in plug-in hybrids.

The technology faces hurdles beyond purchase price. Among those not interested in plug-in hybrids, the primary concern is limited driving range during all-electric operation. “Consumers expect to drive more than 40 miles using only the electric motor,” Krulikowski said. “Further, the lack of infrastructure to support re-charging these vehicles weighs on consumers’ minds.”

Being able to re-charge the vehicle at home is important to 90 percent of consumers. Among all study respondents, 67 percent indicate having access to an outlet at the location where they park overnight. “That leaves a significant number of consumers who must rely on re-charging locations other than home,” Krulikowski pointed out. On average, consumers say they will pay $5.70 per hour to re-charge a plug-in hybrid at a public location.

(Source) Press

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