#li-on

Seemingly overnight, the Toyota Prius became a victim of its own success. A frumpy, frugal automotive fringe player was suddenly a Hollywood starlet and a Conservative America villain, all at the same time.

Toyota got the message but ignored all the criticism. It didn’t matter that the seats were quasi-uncomfortable, the dash was the color of unroasted tofurkey (which I love, by the way) or that the Prius looked like a space egg on low-rolling resistance tires. An automotive icon needs less attention than a vehicle, apparently.

The last Prius came in 2009, which was timed worse than a teenage pregnancy. The world was looking at cheap gas and salivating at expensive trucks with equal amounts of cash burning through its pockets. The Prius kept pace with eco, budget buyers, but couldn’t sustain the car’s meteoric rise from the previous generation. The follow-up is the worst part.

A study by consulting firm McKinsey says that the cost of the lithium-ion batteries used in electric vehicles could tumble by as much as 70 percent by 2025, thanks to a combination of factors.