Prius Designer Says Toyota-Led Industry Must Lose Oil Addiction

(Bloomberg) — Bill Reinert, who helped design Toyota Motor Corp.’s Prius hybrid, hovers in a helicopter 1,000 feet over Fort McMurray, Alberta. On this clear November morning, he’s craning for a look at one of the world’s largest petroleum reserves where there’s not an oil well in sight.

Instead, in a 2-mile-wide pit below, trucks head to refineries with loads of sand weighing more than Boeing 747s. Yellow flames shoot skyward as 900-degree-Fahrenheit (482- degree-Celsius) heat liquefies any embedded petroleum. Floating scarecrows and propane-powered cannons do their best to chase migrating birds from lethal wastewater ponds.

Eventually, nuclear reactors may surround the crater 270 miles (435 kilometers) northeast of Edmonton, Alberta, delivering the power required to wring oil from sand.

“This is what the end of the age of oil means,” says Reinert, 60, who plans the vehicles Toyota will make in a quarter century as national manager for advanced technology at the U.S. sales unit in Torrance, California. “The car-based culture, the business-as-usual of building cars and trucks, is going to change dramatically.”

Since Henry Ford introduced the moving assembly line in 1913, the world’s automakers have relied on a single source of power –the gasoline-dependent internal combustion engine.

Under the Gun

Today, the twin threats of $100-a-barrel oil and global warming are convulsing an industry addicted to cheap, abundant petroleum. Auto companies, already hurt in 2007 by the lowest U.S. demand in a decade, are struggling to perfect cars that run on ethanol, diesel, natural gas, hydrogen and household electricity.

Bloomberg