Toyota Prius, a beginning

A must read for anyone interested in hybrid technology and automakers. How did Toyota get the Prius out and into production. How did such a conservative company beat out the innovators?

FORTUNE: The Birth of the Toyota Prius - Feb. 21, 2006

Toyota: The Birth of the Prius
The world's most admired automaker had to overcome punishing deadlines, skeptical dealers, finicky batteries, and its own risk-averse culture to bring its hybrid to market.