• Information Week, Wednesday, January 3, 2007 10:15 AM

Toyota, the Japanese automaker that's currently crushing just about every American competitors, is betting that users of its hybrid model car want to meet each other online.

The assumption is that hybrid owners are eco-lovers passionate about curbing U.S. oil consumption. On Toyota's redesigned Web site for hybrid owners, users can create their own pages that include basic information, hybrid color and reasons why they drive hybrid.

Wal-Mart once tried this with teenagers, getting them to explain why they loved the fashions at Wal-Mart at personal Web page--and it was a resounding failure. It would be shocking if something like this proved to be successful, despite the fact that hybrid owners tend to be a passionate bunch.

A hybrid owners' blog would make more sense, as many brand marketers have found that consumers do take the time to participate in blog discussions led by company executives.

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