With the Prius in high demand, Toyota is working on another hybrid to help secure its dominant position in the future. The new car will be smaller and cheaper than the Prius, which has a starting price of $22,400. The Prius accounts for more than 75 percent of Toyota's hybrid sales worldwide. Some analysts say the company might be committing itself too much to its hybrids, however, as all-electric cars may eventually become affordable and negate their appeal. "Toyota is completely convinced about the potential for hybrids spreading to all segments," one auto analyst told The Detroit News. "That has yet to be proven. There aren't many places in the world where hybrids have caught on."