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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.

Aston Martin will race the Valkyrie hypercar at Le Mans in 2021

Aston Martin will challenge for outright victory in the Le Mans 24 Hours race in 2021 with its Valkyrie hypercar, the British luxury sportscar maker announced on Friday after race organizers rewrote the rules. The governing FIA, who oversee the World Endurance Championship, and race organizers Automobile Club de L'Ouest, revealed earlier that hypercar derivatives would replace prototypes as the top category starting in the 2020-21 season. Aston Martin will field two works Valkyries, powered by V12 normally-aspirated engines, as part of a multi-year commitment to a championship currently dominated by Japanese manufacturer Toyota. The announcement comes 60 years after Aston Martin's sole overall triumph at Le Mans in 1959 with Britain's Roy Salvadori and American Carroll Shelby. Le Mans winner Toyota, meanwhile, has committed to staying in the WEC after 2020 subsequent to the hypercar rules. The Japanese manufacturer said in a statement before this weekend's race at Le Mans' Sarthe circuit that it would continue in 2021 with a hybrid-powered prototype based on the GR Super Sport road car. Track testing of the new car will begin next year. Defending champions Toyota will start on pole position on Saturday after sweeping the front row in qualifying for the third year in succession. "This new era of competition is a fantastic opportunity to demonstrate our credentials not only as a race team against some of the best in the business, but also as a sportscar manufacturer," said Toyota Gazoo president Shigeki Tomoyama. The 2021 Le Mans will also be the 100th anniversary of Aston's first entry at the Circuit de la Sarthe. "I think you'd say from the brand's point of view, there's a little bit of unfinished business to be done," Group Chief Executive Andy Palmer told Reuters. Top Formula One designer Adrian Newey, who has won championships with Williams, McLaren and Red Bull, helped create the Valkyrie. The limited edition road legal version costs in the region of 2.5 million pounds ($3.17 million). "We don't under-estimate the difficulty of an outright win at Le Mans and you never under-estimate the tenacity and resources of Toyota," said Palmer. "On the other hand, we're not coming just to make up the numbers. We're coming here to give it a bloody good shot." Palmer said the new regulations would significantly reduce the costs of competing, without giving details about the likely budget, and hoped commercial rivals McLaren and Ferrari would take up the challenge.

Ever wonder how to really pronounce Japanese automaker names?

People tend to get very set in their ways when it comes to the pronunciation of words. Just look at the endless debates over whether or not to say the final 'e' in Porsche (which you should in terms of correct German enunciation). Or the argument about whether to follow the British convention and give the 'u' in Jaguar a special delivery or to say the 'ua' diphthong as more of a 'w' sound, as usually happens in the US.
This short video doesn't answer either of those automotive questions, but it does allow a native Japanese speaker to demonstrate the accepted pronunciations for several, major automakers from the country. One benefit is that it clears up the occasional debate over whether Nissan should be said with a long or short 'i' sound. Also, listen closely to how the female host says Mazda as Matsuda, the way it's actually said in the language. Even if this doesn't change the way you enunciate these brands, at least now you know the accurate way in Japanese.