Toyota defends fuel cell initiative at Detroit Auto Show

|About: Toyota Motor Corporation (TM)|By:, SA News Editor

Toyota's (TM +0.3%) showcased its FCV concept car at the Detroit Auto Show and took on critics.

Senior VP Bob Carter says the hydrogen fuel cell car that the automaker plans to launch next year will be as successful as the Prius hybrid.

The exec took some shots at Tesla's Elon Musk and Nissan's Carlos Ghosn, saying competitors who dismiss fuel cells do so at their own risk.

Critics have bandied around the idea that hydrogen cars could be unsafe, but Carter claims the company fired small-caliber bullets at the model's hydrogen tank only to see them bounce off.

When economies of scale are reached for the technology, Toyota expects MSRP ratings comparable to a plug-in hybrid.