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April 2004

Hybrids' Rising Sun

Gas-electric cars are transforming the auto industry. Toyota's head start has Detroit scrambling to catch up.

By Peter Fairley

Banners two meters tall outside Toyota Motor's sprawling factory in Tsutsumi, Japan, scream "Hybrid," the word emblazoned over an image of the earth. Inside, beneath signs reading "Yoi shina, yoi kangae" ("Good thinking, good products"), assemblers in blue jackets and white gloves turn out about 400 of Toyota's newly designed Prius hybrid sedans every day.

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