One easy way to provoke an instant hissy fit is to mention the words "Toyota Prius Hybrid" in any rival car maker executive's ear, particularly an American one, writes just-auto.com deputy editor Graeme Roberts. That often provokes a rant along the lines of "unfair assistance from Hollywood glitterati", "development subsidised by other models", "cynical attempt to prop up CAFÉ figures", horrible-looking little sedan", "diesels are just as economical" and so on.