Toyota's Prius Gamble Pays Off As Carmaker Becomes Trendsetter
Toyota City, Japan -- Satoshi Ogiso doesn't look or act like a brash automobile executive. With an ill-fitting suit and spiky hairdo, his hands flutter bashfully across his face as he talks of "difficulties," "challenges" and "problems."
The 45-year-old engineer refuses to brag about his accomplishments. But as chief engineer of the hybrid Prius, Ogiso has helped Toyota revolutionize the auto industry.
By making huge long-term investments in gas-saving technologies that U.S. automakers pooh-poohed, Toyota has proved that corporate environmental consciousness can be wildly profitable.
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