"If you think about the introduction of our Prius back in 97/98 timeframe to current, we have been pleased with the success of that particular technology, it accounts for about 15-20% of our vehicle line up. … If we sit here today and are talking about 2025 level standards it is roughly equivalent to the same type of timeframe. …at the end of the day the customer has to want to buy this technology, and if we are not successful in achieving the customers’ acceptance of the technology then no one benefits."

- Matt Kevnick, Senior Principal Engineer
Toyota Motor Engineering & Manufacturing N.A.