The gasoline car is one of the primary ways of transportation for millions across the globe alongside busses, bicycles, etc. and, although there is a more efficient, cheaper, and “cleaner” option available, the electric car, many cannot reap the benefits of owning one due to their lack of knowledge. [Depending on different variables including the price of gas in your area and commuting distance, this may change.] Electric/hybrid vehicles, like the Toyota Prius, have recently changed the face of the automobile industry as sales have steadily increased every year. Electric vehicles are breaking the barriers created by the oil industry and those who would not benefit from the electric vehicle revolution, like gas stations through years of research and commitment from various companies, most of who believe in bettering the Earth's environment with their creations.
The first major breakthrough for hybrid cars was in 1997, when the Toyota Prius, the first widely sold hybrid car was introduced to Japan. The idea of creating a new type of car began in the summer of 1993 when then honorary chairman Eiji Toyoda advised executives and employees to, “start thinking about a new vision for cars, one for the medium and long term that would prepare us for the 21st century.” [FNT1] Toyoda was concerned because gas prices had become half the cost it was in 1981 and had become “king” once again. Toyoda also recognized that gasoline was not a renewable source. He did not want to wait until prices raised again and proposed that the company create a new car that used much less gas and had better mileage; other executives agreed. Then Chairman Shoichiro Toyoda concurred with the plan to develop a new vision for cars fit for the new century and even lent his support to the project. Yoshiro Kimbara, vice-president in charge of research and development started the project that September under the code name G21 with the “G” representing the globe and the “21” standing for the upcoming century. Eiji Toyoda’s advice had become the new goal for the G21 team made up of 10 engineers and designers. Satoshi Ogiso, the only person to have worked on the Prius from the project planning stage all the way to the present fourth generation and the eventual chief powertrain engineer of G21 stated that with the idea of creating a next-generation mass production passenger car, “One of the initial challenges was how to define this vague concept of a car for the 21st century.” [FNT1] He also states, 'We couldn't rely on conventional methods, and since we couldn't adopt a market-oriented approach, we decided to propose a whole new technology.' Thus, the technology that would eventually bloom into the explosively popular Pruis was born due to this new type of thinking. By the end of 1993, the team had completed the basic concept for the 21st-century car; a long wheelbase, roomy but still compact, and a fuel efficiency of 20 kilometers per liter. [Approximately 47 miles per gallon] [calc. Wbste] With this idea approved by higher-ups, the initial team disbanded.
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The G21 project was resumed soon after under a new structure that was led by now Chairman Takeshi Uchiyamada, but then a member of the Technical Administration Division. The new decree was to advance the research that was going to be used for the 21st-century car as a full-time undertaking. Uchiyamada’s own father had been a Toyota engineer and had assisted in the designing of the Toyota Crown. Since young, Uchiyamada had desired to design a car just like his father. The chance presented itself through the G21 project, so he passionately set to work. The official launch date for G21 was on February 1, 1994. Chassis, body, engine, and driveline engineers joined the project along with production engineering staff. Kimbara, the same man that helped to launch G21’s initial team went to Toyota’s engineers and expressed that he wanted the new car to be able to achieve at least 48 miles per gallon. [77.2 kilometers] [calc. Wbste] But, at the time, the company's most fuel-efficient car was the Toyota Corolla. Toyota almost specialized in making these types of cars, and it was considered to be one of the best in the world. The 1993 Corolla could get 24 miles per gallon in a city environment, and executives were asking that engineers design a car that could get twice that number. This would make the new car twice as efficient as any car that they had ever made before. Uchiyamada started and quickly came up with his first design that contained a gas engine. He did not base it on the initial team's design but estimated that it could drive 47.5 miles per gallon. [76.4 kilometres] [calc. Wbste] He had met the requirement that the executives had asked of him, to improve the fuel efficiency by 50%, but they were not satisfied. Executives desired a more modern, unique car, one that buyers would be awed by and companies would have a hard time copying. The G21 engineers are set to work once again.
They started to relook at the fundamental question, “What is a car that would be fit for the 21st century?” The discussion that took place revolved around the environment, energy conservation, and safety. In 1993 the company was already very advanced regarding technological safety. Project members mutually agreed that it was now time to face growing issues including energy resources, climate change, and increasing air pollution. The keywords describing G21 would later become “resources” and “environment”. Eventually, the initial team’s idea of a compact car with a wide interior and outstanding fuel efficiency resurfaced as the main development concept. Ogiso states,
“We thought about what kind of a car would match our concept from every angle possible. Would it be an ultra-compact car seating one or two people, or a large car with great fuel efficiency that could have greater benefit for the environment as a whole? In the midst of those discussions, we also considered the powertrain.” [FNT1]
In the early 1990s, a period occurred where many car makers across the globe strived to create a next-generation powertrain as the promising hybrid car started to emerge. However, at this stage, the G21 team did not consider a hybrid system that was powered by an electric motor to be possible. It was a hot topic among many in the industry but the technology had not yet been proven to be successful. Eventually, the G21 members agreed to use a direct-injection engine with an exceptionally efficient automatic transmission. This would raise fuel efficiency by 1.5 times any other car in a similar class.
Then, unexpectedly, the project took a major turn in November of 1994 when Akihiro Waka, the executive vice president for technology, sent a command to Uchiyamada asking that the G21 team create the next-generation car a hybrid. He made it clear that if this task could not be completed, then the whole project itself would be axed. Ogiso notes that at first, they were only told to create a hybrid version of the next-generation car as a concept for an upcoming motor show. But voices supporting the idea of making the new car a hybrid gradually grew in volume. At the time, project leader Uchiyamada believed that the idea of developing a production hybrid before the 21st century was not achievable. Uchiyamada now recalls, “At the moment, I felt he demanded too much.” [book] Despite the doubt expressed by G21, a consensus that it would be practically meaningless to debut the 21st-century car with a 20th-century powertrain grew throughout the company. Suddenly, the project was faced with a towering wall regarding development.
Thorough studies on new hybrid systems were started at the end of 1994 until early 1995 due to the fact that there was no system proven to flawlessly work. The team's best option was to experiment and choose the system proven to be best. After testing, it was decided that the two-motor type would be implemented for its potentially high fuel efficiency and the promise that power electronics would make leaps and bounds in the near future. It was even believed that conventional transmission could be completely eliminated. This system would later become known as the Toyota Hybrid System. [THS] It had two motors with an engine. The first would boost engine output and the second generate electricity, among other things. The team simultaneously worked on the concept car for the upcoming Tokyo Motor Show while trying to develop their production car. The concept car had an estimated fuel efficiency of 30 kilometers per liter, a single motor, a direct-injection engine, a CTV, and a capacitor instead of batteries. G21 Engineer Ogisio states,
“Technically, it was a hybrid, but we called it the Toyota Energy Management System, or EMS, instead. We had already decided to use two motors for the new hybrid system, so we wanted to clearly differentiate the two cars.” FNT1
With this concept, they gained permission to move forward with the production car during a meeting in June 1995. Their first steps would be to create a prototype with the correct engine and develop new motors, alongside batteries. One of the biggest first steps taken was partnering with Matsushita Battery Industrial Co. Ltd., to create the battery system, a company that Toyota had previously collaborated with for electric vehicle research. Engineers working on the Prius at the time say that making the prototype was like working off of a completely blank slate and was a challenge for them because they had to assemble all basic parts and test them, which was time-consuming.
Time was starting to become of the essence as the G21 team worked to finalize the prototype production hybrid. The Tokyo Motor Show, where EMS was showcased gained a little reaction from the general public, but keen, interested looks from other companies. During the month November 1995, the car was finally assembled, but not able to run. The team had a tough time initially finding the cause of various malfunctions and had to use analog testers and analyzed digital signals to solve each individual problem; worse new issues began to arise. Even after successful testing on the test bench, when installed, many components still failed mainly due to the complexity of the THS drive system. 'It took us 49 days to get the prototype operating,' says Ogiso. 'Even then, the driving was awkward and inconsistent. After 500 meters, it just stopped altogether.” FNT1 G21 had successfully gotten the car to run before the end of the year but still needed to achieve double the fuel efficiency of a conventional car, improve drivability, and ensure durability. Their sales and production target set by 1998 meant that they would have to increase the development speed even more, and the prototype was still far from production. Time was already ticking, so the decision made by the management team to move forward the aimed launch date by a year to 1997 astounded the team.
The third Conference of the Parties to the United Nations Framework Convention on Climate Change, (COP3) a convention revolving around the environment was due to be held in Kyoto in December of 1997. It was then that management released news of the Prius to the world not only because of the media attention that it would garner, being a hybrid car during this type of convention, but because the Prius also represented a perfect solution for the need of a dramatic reduction in CO2 emissions. Another factor for its early release, perhaps even more significant, was that other major carmakers were also starting to develop their own electrified cars. Many more hybrids involving R&D were being showcased at various motor shows, and G21 engineers were already aware of the danger that they were in. They had witnessed many examples of car manufacturers falling victim to rivaling companies after missing narrow windows of opportunity to spread publicity about their product, even while rushing. But taking their recent prototype and turning it into a real production car in a measly two years would be no easy task.
There was still a mountain of problems that needed to be solved. To name a few, the current hybrid system frequently charged and discharged, and the team had not figured out a solution that prevented the memory effect from shortening the battery's lifespan. But batteries were not the only major issue with the car. During bench tests, the car would come to a halt if temperatures got too cold [below 14 degrees Fahrenheit, or -10 degrees Celsius] regularly overheat, and cause explosions. The prototypes didn’t have very good fuel efficiency either; it was worse than a standard Corolla. Eventually, the problems were mended but there was not a sure path paved.
The team was unsure how to complete this task in two years, and turned to a method called simultaneous engineering [SE] to hasten the process. SE would solve many issues at the same time because of the collaboration with different production engineering divisions to ready the car for mass production, though it was at a stage where it wasn't even operating properly.
In March 1996 talented veteran engineer Takehisa Yaegashi was made the new leader of the hybrid system team. Regenerative braking was added to the car along with other unique features. Amongst the team's anxiety caused by the time frame, the company fearlessly announced at a media briefing for THS at a hotel in Akasaka, Tokyo on March 25, 1997, that a hybrid system had successfully been developed as an answer to environmental problems that the 21st century would face. Press releases promised double the fuel efficiency of conventional cars and the new model to be shown within the year. No specific figures were released by the company yet reports claimed that prices would be approximately ¥500,000 more than the Corolla. [Approximately ¥2.15 million/$21,500] At the time the car could not travel 28 kilometers per liter, but G21 could not announce that this was not attainable. The launch was set to be in December 1997 and development was not looking bright, but now that it was announced to the public, everyone knew that there was no turning back.
By August 1997 testing was nearly complete and a line at the Takaoka Plant started producing prototypes in September. The first press conference to unveil the Prius was on October 14, 1997, at a hotel in Roppongi, Tokyo, and auto journalists and the general media were there. Their promise was met; 28 kilometers per liter was achieved under the Japanese 10-15 test cycle and under the reported price tag announced by the media in March. But would the car sell? Toyota executive Katsuaki Watanabe recollects, “I did not envisage… a major success at the time. Some thought it would grow rapidly, and others thought it would grow gradually. I was in the second camp.” [book] The announcement sparked global interest from environmentalists and at the Tokyo Motor Show on October 22, masses of people came to get a glimpse of the new car whose catchphrase was “Just in time for the 21st century” emphasizing its position. The Prius sold well in Japan and owners seemed to be proud to own a “green” car. The Prius was named Japan's car of the year in 1997 and the G21 project was viewed as an astounding success throughout the country. But sales in China and Europe had not done as well.
It was decided that the next release was to be in the United States, of California due to their strict air pollution laws and raising gas prices. Although the Honda Insight a “mild hybrid” was released there almost seven months prior, many celebrities including Leonardo DiCaprio and Harrison Ford drove the Prius garnering interest from American consumers. Toyota executives changed their minds about the car that was supposed to lose money for years. In contrast, Jim Press, President of Toyota’s US division stated, “It’s the hottest car we’ve ever had.” [book] Though Toyoda was initially wary about releasing a second-generation car, the positive reaction from both Japan and the United States confirmed it. Ogisio states, “The second generation represented the next evolution of the hybrid system, improving both fuel efficiency and drivability, and succeeded in further raising the Prius's presence in the global market.' [FNT1]
By 2015 the fourth-generation Prius was released having a fuel efficiency of more than 40 kilometers per liter. Half of the cars sold in Japan by Toyota are now hybrid cars, and by early 2017 cumulative Toyota hybrid car sales had exceeded 10 million units. The car is now looked at as a pioneer and has carved the path for many new cars/companies today.
The Prius has left a big impact and lasting legacy. Big, new, and old companies such as Tesla, Rivian, Ford, Chevy, and Honda to name a few have all taken their own approach to the electric car, slowly breaking the barrier of the widely used gasoline car. Different companies have targeted different demographics like Ford, who has announced progress on creating an electric F-150, the “#1 selling truck in America.” and Tesla who has implemented a large screen and various gadgets/features to entertain presumably the millennial generation. Electric cars are becoming more popular because of this and sales have steadily increased in recent years, helping the environment. Technology has and always will continue to advance.
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