1. Toyota developed the Prius using a new product development process led by an unlikely chief engineer to create a hybrid vehicle that achieved significantly higher fuel economy. 2. The chief engineer utilized an "obeya" system where the cross-functional team made decisions together in the same room to consider all options through consensus-building. 3. Toyota launched the Prius ahead of schedule in 1997 utilizing this new development process, with the goal of developing technologies for the 21st century that focused on environmental friendliness and conserving natural resources.