Embry said he had no idea how close he'd come to uncovering Toyota's alleged secrets.

CNN: STORY HIGHLIGHTS

Yet other automakers can't come close to Toyota on how much it costs to build cars.

FORBES: Cover Story

Cars that can do smaller functions, such as control a car in traffic jams, keep you inside lane markings or auto-park, are already on the road or about to come to market courtesy of Toyota, Mercedes, BMW and others.

BBC: Blind drivers at the steering wheel

Chrysler has come as close to producing cars to the legendary Toyota lean standard as any other company.

ECONOMIST: A new kind of car company

Toyota expects little moderation in the months to come and is now forecasting the yen will reach 86 yen to the dollar, compared to an earlier projection of 85 to 1.

MSN: The hollowing out of Japan��s auto industry

It looks like Toyota better come out with all guns blazing, in order to protect its territory.

FORBES: Toyota Rides Hybrid Sales To $91 But Competition Is In Overdrive

The community-building aspect of this virtual item, which also promotes the green message of the Toyota Prius, is an example of many more such integrations to come.

FORBES: Connect

Even mighty Toyota recognises it needs a step-change in its manufacturing if it is to come up with a car for the masses in emerging markets.

ECONOMIST: Germany's cars

Now, Toyota has come up with a variation on the driverless car idea that actually might turn out to be more practical.

FORBES: Would You Let Toyota Be Your Co-Pilot?