It can be recalled that the first Toyota Prius went on sale in Japan in 1997. Subsequently, it was opened to the automotive market globally in 2001. In 2003, the latest version of Prius was introduced to the auto market. In three year's time, the vehicle is deemed as one of the superstars in the industry. Big names in Hollywood like Julia Roberts, Brad Pitt, Jennifer Lopez, Ewan McGregor, Cameron Diaz and Leonardo DiCaprio own a Prius. Even Sergey Brin, co-founder of Google, possesses a Prius. Renowned people trust Toyota Prius accessories and performance parts. This is the reason why the car made it big in the industry.

Toyota intended to keep the trust bestowed on it. Hence, the carmaker is continuously ensuring the quality of its Toyota Prius OEM and aftermarket parts. Toyota is overwhelmed by the number of purchasers and the rate of turnover rate. According to Power Information Network, the turnover rate is extremely quick compared with the national average for a new car: 64 days. Further, the possible shortage in production is now being eased by a second shift in Toyota's Tsutsumi assembly plant in Japan.

In the United States alone, Toyota sold a total of 89,672 Priuses through October. Nevertheless, vehicle production of the carmaker tumbled a bit due to the start of Camry hybrid's production. As a result, sales of Prius declined by 12 percent last Month. However, it is only 1.4 percent down for the year 2006.

The decline is also attributed to several factors such as the reduced tax credits, lower gasoline prices, and increased auto competition. Nevertheless, Farley of Toyota is positive that the factors will not harm the sales of Prius. He said that Toyota never intended for Prius shortages to develop. Farley further said, "We had no idea it was going to be a hit. Now, it's a family jewel."