And while Toyota Division general manager Bob Carter isn't bearish about EVs, he certainly is wary of such claims.
"Clearly, we see a role for EVs in the market," Carter said before the unveiling of the RAV4 EV here. "We just see a more substantial role for hybrids and plug-in hybrids."
Carter said that "most people see EVs as the third car in the driveway." Add to that peoples' range anxiety, and a price tag approaching $40,000 before incentives, "and the air gets pretty thin."
After all, the Toyota Prius has been the runaway success among hybrid-electric vehicles, selling 115,000 units so far this year. But that represents just 1.2 percent of the overall light-vehicle market.
"We don't see it coming anywhere near 10 percent, short term," Carter said. "That's big numbers."