How Toyota Plans to Survive $4—Make That $5—Gas

Expect more small cars and snazzier hybrids, but asking consumers to do more with less won't cut it.

New Toyota Prius hybrid cars are displayed at City Toyota in San Francisco, Calif., April 23, 2008.
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By the time that happens, the typical Toyota may be a very different machine than it is today—but if you notice, something probably went wrong. "Customers are going to have to take a little medicine here," O'Brien says. "The successful carmakers will be the ones with the best-tasting medicine."

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gas prices
  • Rick Newman

    Rick Newman is the author of Rebounders: How Winners Pivot From Setback to Success and the co-author of two other books. Follow him on Twitter or e-mail him at