 Japan also has the world's highest hybrid market penetration, , hybrids represented 19.0% of all passenger cars on the road.The hybrid market share of new car sales began to increase significantly in 2009, when the government implemented aggressive fiscal incentives for fuel efficient vehicles and the third generation Prius was introduced.That year, the hybrid market share of new car sales in the country, including kei cars, jumped from less than 5% in 2008 to over 10% in 2009.