Toyota eyes the plug-in Prius

By Bernie Woodall

TORRANCE, California (Reuters) - Toyota Motor Corp on Friday detailed plans to study U.S. consumer demand for a version of its hot-selling Prius hybrid that could be recharged at a standard outlet and run on electric power only.

A senior Toyota executive declined to say when a plug-in Prius would be launched or whether it could beat rival General Motors Corp to market with a technology seen as capable of slashing fuel consumption and greenhouse gas emissions.

Bob Carter, who heads the Toyota brand in the United States, said it was more important for Toyota to understand consumer expectations and hone the battery-centered technology behind plug-in cars than to race to bring them to showrooms.

"Before we bring it to market, our customers always expect a level of quality and reliability, value and cost," Carter said. "It's critical that we understand the expectations of the consumers."

Environmental advocates, especially in California, have been pressing automakers to roll out plug-in vehicles that would be capable of recharging at standard outlets with a traditional engine to provide power for longer-haul driving.

GM has set a target date of 2010 for its first plug-in hybrid, the Chevrolet Volt.

Toyota, which dominates the current market for hybrids, has not discussed its timetable for plug-in vehicles. Toyota is expected to account for about 80 percent of all hybrids sold in the United States this year, led by the Prius.

Toyota said on Friday it would deliver one modified Prius each to the University of California, Berkeley and the University of California, Irvine for a three-year study meant to speed up development of plug-in versions of the hybrid.