Should Toyota be happy with 1 million Toyota Priuses on the road? They should be. Milestones are milestones, aren’t they? But knowing how Toyota moves, I’m pretty sure that they fall into that segment of the population who can’t just have enough.

Toyota reports that, as of the end of April, sales of the first mass-produced hybrid has hit 1,028,000 across 40 countries. In North America, Toyota might just have to thank Cameron Diaz and Leo DiCaprio (throw in Al Gore too, for scaring us all with ManBearPig) for inspiring a cult following among smug celebrities and environmentally concerned people with money.

Whether Prius will be a separate badge (much like Lexus is to Toyota) or not is something that we still have to confirm but with the mad rush for fuel efficiency and the feds breathing down everyone’s necks to be “responsible,” the 2 million mark isn’t all too optimistic.