http://news.bbc.co.uk/2/hi/business/5387334.stm?CFID=10232342&CFTOKEN=48543146
Environmentalists say a car combining clean diesel technology with electric motors could achieve carbon dioxide emission reductions that would make them cleaner than Toyota's iconic petrol hybrid Prius.
But doing so would push up costs far beyond what consumers would bear, according to Toyota Motor Europe chief executive Tadashi Arashima.
"Already the diesel [price] premium is quite high, then you'd have to pay a hybrid premium, so we're not seeing that there's a market," Mr Arashima told BBC News.