The fine people at Honda have to be kicking themselves. Over the past several years Toyota has managed to claim the Almighty Green Halo, despite the fact Soichiro’s bunch was responsible for the first hybrid sold in America—1999’s funky little Insight. Honda has steadfastly developed a focused portfolio of fuel-efficient engines and vehicles, while its cross-town counterpart’s SUV and pickup offerings have simultaneously mushroomed. And yet Toyota is the default environmentally conscious manufacturer in the eyes of both consumers and the media. How did this happen? In a word: Prius.

Honda’s two-seat Insight was too small and oddball to function as an everyday vehicle for most, so it never resonated with buyers in the same way the Prius has. The current Civic Hybrid should have been a better fit, but while selling in better numbers than its predecessor, it lacks the unique appearance that lends the Prius its instant “greener than thou” curb appeal. Despite its reputation as a lively performer, the short-lived Accord Hybrid didn’t help matters, as its fuel economy was utterly unremarkable (as were its aesthetics).

To be fair, Toyota’s Hybrid Synergy Drive technology has spread like kudzu throughout its lineup, while at present Honda offers just one gas-electric in America. In any case, it’s evident Toyota’s entire PR team should have Best Green Performance Oscar statues on their mantels. After all, most HSD powertrains are offered in larger, heavier vehicles.

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Magazine Issue: Winding Road Issue 31