"It caught up with all of us in 2004 when the industry recalled 30.6 million vehicles, nearly twice the number we sold last year," he said, adding that the problem "undermines the trust people have in the our industry."

The hybrid push is a core goal of Toyota's competitive strategy as it looks to increase its overall share of the world's auto market to 15 percent, which would likely vault it past General Motors as the world's largest automaker. The volatility of gas prices, political instability and environmental issues make the continued development of the technology a priority, Mr. Press and other Toyota executives have said.

"To us, it's not a passing phase but a vital technology for the 21st century," Mr. Press said.

Toyota currently sells three hybrid models in the United States, the Toyota Prius, the Lexus RX 400h and a hybrid version of its Toyota Highlander S.U.V. The company has previously announced 2 of the 10 new hybrid models, versions of its Lexus GS sedan and Toyota Camry.

Mr. Press declined to say what other models were under development, but did say that a pickup truck would likely be among the offerings.

Toyota's plan will keep up the pressure on other automakers to develop more robust fuel economy strategies to compete with Toyota, as well as Honda, the two companies that brought the first hybrids to market. So far, only the Ford Motor Company has responded with hybrids comparable to Toyota's popular Prius, though most other automakers have models in the works. Nissan plans to sell a version of its Altima sedan that uses Toyota's technology, and G.M. and DaimlerChrysler, companies long skeptical of the technology, have said more recently that they are jointly developing a new hybrid system for trucks.