Toyota
Toyota, the world's top-selling automaker, pioneered the mass-market hybrid with the 1997 Prius and has maintained a strong focus on hybrid vehicles even as competitors prioritized electric cars. As electric vehicle adoption faces challenges, Toyota's hybrid strategy has proven successful, with nearly half of all U.S. hybrid registrations through August 2025 being Toyota models. The company continues to invest in both hybrid and electric vehicle production, including a nearly $1 billion investment in U.S. manufacturing and plans to launch six battery electric models in the U.S. by the end of the year.
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The Prius was the first mass-produced hybrid on the market when Toyota, the world’s top-selling carmaker, debuted it in 1997. In the decades since, the company has doubled down on hybrids, a strategy that seemed questionable when competitors were investing in all-electric vehicles. But as EV growth slows, charging infrastructure lags, and more people turn to hybrids, Toyota’s bet looks positively prescient. Through August 2025, nearly half of all new hybrid registrations in the U.S. were for vehicles made by Toyota. Its 2026 RAV4—one of the most popular cars in the world—is sold only as a hybrid. "Our customers told us again and again: 'We want choices,'" says Mark Templin, chief operating officer of Toyota North America.
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