To most of us, Toyota's snazzy Prius hybrid still seems like the cutting edge of cool, the latest and greatest technology in cars. But nine years after the Prius was introduced in the United States, some are calling it obsolete. "The hybrid is yesterday's technology," says San Francisco Mayor and recently announced California gubernatorial candidate Gavin Newsom.
To be sure, Newsom has a political ax to grind—he's trying to lure electric-car makers to the Bay Area, which already is home to Tesla Motors, maker of a sexy electric roadster, and Better Place, another startup focused on greentech transportation. But Newsom has a point. A new generation of carmakers is shunning the traditional hybrid format in favor of pure electric powertrains (driven completely by batteries) or "plug-in hybrids."
Indeed, the auto industry is being disrupted by rapid waves of new technology, a phenomenon that feels normal for the folks in Silicon Valley but is perhaps unfamiliar for the folks in Detroit. "We are on the cusp of a period of technical innovation like the automobile industry has never seen," says Mike Jackson, CEO of AutoNation, the largest U.S. auto retailer. "There will be more change in the next five to 10 years than there was in the last 100."
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