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 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.