The Toyota (TM) Prius, the most successful hybrid car in the world, is about to become even more fuel-efficient. According to Reuters, the company "plans to install solar panels on some Prius hybrids in its next remodeling, responding to growing demand for "green" cars amid record-high oil prices." That will probably make the little vehicle get some insane miles-per-gallon figure, perhaps 100.
The trouble is that almost no one can get a Prius. Supply of the cars is very, very short because Toyota did not anticipate the demand that high oil prices would cause. It may take a number of months to retool production to meet demand. In the meantime, one of the standard factors in periods of short supply has come into play. Dealers are ripping off customers with above sticker prices. According to the FT, "Waiting lists for Priuses have expanded sharply as demand outstrips the Japanese carmaker’s capacity to build the petrol-electric hybrid vehicles."
It is a great irony that US car companies are being hurt by having too many gas guzzlers while Toyota is being damaged by under-production of a model which gets tremendous mileage.
Right now, customers who want the Prius are sullen but not mutinous. For the sake of Toyota’s image, it needs to change that for the better, if it can.
Douglas A. McIntyre
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