Toyota is currently the leader in hybrid sales and they intend to stay that way. Last year the automaker sold 313,000 hybrids and this year they are expected to sell 430,000. Increased pressure from competitors and new diesel technology is forcing the automaker to find ways to cut costs. Toyota hopes to make as much money on hybrids as they do from conventional cars by the end of the decade.
By the time that they automaker reaches their goal of 1 million hybrids annually they expect the costs to be near equal to their regular gas powered vehicles. By 2020 Toyota expects hybrids to be the main powertrain of all of their vehicles.
Toyota also feels that plug-in hybrids which only run on electricity are still a few years off.