Rising fuel costs has really taken a toll on everybody’s life. Suddenly, due to the pressing need for cheaper fuels and transportation, preference has started moving towards hybrids and diesels. Toyota has monopolized this Hybrids sector, so well is its hybrids doing that by 2010 the company envisages an ambitious plan of doubling its hybrid line up.



However, hybrids are not popular in Europe as they are in the US. Since diesel can attain similar fuel economy and CO2 emission level in lesser costs, Europeans have more affinity towards it. Therefore, what has ensued with this diesel or hybrid battle is a corresponding battle between Toyota and DaimlerChrysler.



Chrysler from 2006 has been emboldened by the presence of low-sulfur diesel fuel. The company now wants to capture the US and Japanese market, where Toyota’s hybrids are currently very famous.



Toyota is unperturbed by this — stricter emissions standard calls for a more advanced and more expensive diesel technology and Toyota already has an edge here with its plan to half hybrid cost making it as affordable as diesels.



Anyway, let us pray Toyota’s prediction comes true. The question is upto how much Toyota is willing to cut the hybrid cost - that alone can determine its success.



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