I think the reason why Toyota is the leader in hybrids is because of the Japanese stigma against diesels. In their homemarket, Toyota virtually sells zero diesel engines except for their trucks and some SUVs.

In Europe it is different. Diesels are gaining in popularity like never before and you can virtually get a diesel engine option for every single model from various manufacturers. Hence the Europeans are obviously ahead in the diesel game while the Japanese lead in the hybrid sector.

I do think that Toyota/Lexus simply market hybrids in the wrong way. Most people I talked to seem to think that hybrids deliver good fuel economy no matter what. The truth is that hybrids only deliver good fuel economy in the city. I suppose the Prius is decent, but the Lexus hybrids are just so overrated. Somone please tell me how an overweight GS450h, with a powerful V6 gasoline engine and heavy batteries and hybrid setup, is supposed to deliver good fuel economy outside of the city?