1974 Toyota Fj40 Landcruiser on 2040-cars

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Has the auto industry hit peak hybrid?

Hybrids are known for their great fuel economy and low emissions, but it looks like given current market conditions, only about three percent of new car consumers are willing to pay the premium for them. A new study from IHS/Polk finds that the hybrid market share among overall US auto sales are falling, despite more models with the technology on sale than ever before.
The study examined new car registrations in March from 2009 through 2014. In that time, the auto industry grew from 24 to 47 hybrid models available to consumers, but market share for the powertrain remained almost stagnant in that time. As of 2009, hybrids held 2.4 percent of the market; it fell slightly to 2.3 percent in 2010 and grew to 3.3 percent in 2013. However, 2014 showed a drop back to 3 percent. Overall hybrid sales have been growing since 2010, but they just aren't keeping up with the total auto market.
According to IHS/Polk, this isn't what you would expect to see. Usually, each new model in the market brings along with it a boost in sales. The growth in hybrid models 2009 to 2014 should have shown a larger increase in share for the segment.

Toyota sells 3-millionth Prius

Three generations in sixteen years and more than three million units sold worldwide - as of the end of June, those are the stats on the Toyota Prius. Even though Toyota says Prius sales might not reach the goal of 250,000 units this year, the little hybrid that could still doesn't have any problem flying off dealer lots. The second-generation Prius sold 1.2 million examples in its eight-year lifespan, and the third generation, introduced in 2009, has sold 1.7 million examples in just four years.
Toyota is also touting its investment in future powertrains, some 790 billion yen ($7.9 billion US) on research and development into new platforms and components, and "environmental technology development."
The press release below has more details, the future undoubtedly has more Priuses Prii in it.

Toyota claims hydrogen fuel cell breakthrough

Platinum isn't cheap. And it's a necessary component of hydrogen fuel-cell technology. Which means that Toyota's recent discovery of a way to better analyze how platinum breaks down is a bit of an H2 vehicle breakthrough. Toyota worked with the Japan Fine Ceramics Center (JFCC) to observe nanometer-sized platinum particles and, specifically, how they deteriorate. Platinum is used as a catalyst for when electrons are stripped away from the hydrogen molecule to create an electrical charge and when hydrogen ions and electrons mix with oxygen to create water vapor. So, when platinum gets more course during the countless chemical reactions inside of fuel cells, things slow down. Now that Toyota says it's figured out a better way to observe this process, greater efficiency and durability within the fuel-cell process of electricity production are likely to follow, though more chemistry study will be needed to figure out how that will work. Still, it's topical because Toyota last year started producing the world's first production hydrogen fuel-cell vehicle. The Japanese automaker debuted sales of the Mirai fuel-cell vehicle in Japan late last year and plans to start selling the car in California this fall (the car will be priced at $57,500). Toyota also plans to boost Mirai production to about 2,000 units in 2016 from about 700 this year. Take a look at Toyota's documents and video below. R&D Breakthrough Sets Stage for More Efficient, Durable Fuel Cell Stacks Toyota City, Japan, May 18, 2015—A breakthrough in the real-time observation of fuel cell catalyst degradation could lead to a new generation of more efficient and durable fuel cell stacks. Toyota Motor Corporation and Japan Fine Ceramics Center (JFCC) have developed a new observation technique that allows researchers to monitor the behavior of nanometer-sized particles of platinum during chemical reactions in fuel cells, so that the processes leading to reduced catalytic reactivity can be observed. Platinum is an essential catalyst for the electricity-producing chemical reactions occurring between oxygen and hydrogen in fuel cell stacks. Reduced reactivity is the result of "coarsening" of platinum nanoparticles—a process whereby the nanoparticles increase in size and decrease in surface area. Up until now, however, it has not been possible to observe the processes leading to coarsening, making it difficult to analyze the root causes.