Toyota executives have always maintained a snarky tone when discussing the Chevy Volt, but recently the sniping has escalated. Photo via Beth and Christian
Toyota is boosting production—and the image—of its star hybrid, the Toyota Prius. As the company celebrates big sales numbers for the just-released third-generation Prius in Japan, it is also fighting a publicity campaign in the US against competing green car technologies.
Bloomberg reports that Toyota will build as many as 50,000 Priuses a month in Japan—increasing its annual sales goal from 400,000 to 500,000 units. The Prius was the number one selling car in Japan in May, so the company is increasing production to make sure it can supply its two biggest hybrid markets: Japan and the United States. The company said it has received more than 140,000 orders in Japan. And with gas prices once again on the rise in the US—approaching a gallon average in the Midwest—the company shouldn’t haven’t any worries about its dominant role in the hybrid market. Right?
Bashing Plug-Ins
If you consider the recent string of comments from Toyota executives bashing plug-in hybrids and electric cars—even though these vehicles will not be in dealerships for almost two years—it would appear that Toyota is, in fact, worrying about its hybrid leadership. The company apparently does not want the Prius, a conventional rather than a plug-in hybrid, to lose its halo.
Masatami Takimoto, an executive vice president in research and development, told the Washington Post that the batteries required for plug-in cars are not ready. Takimoto said, “Fundamental issues are unsolved.” Bill Reinert, US national manager for advanced technology, appearing at a National Academy of Sciences panel last month said the plug-in hybrid market will be limited. Reinert questions the real-world mileage for plug-in hybrids. “We can achieve 50 to 55 miles per gallon, but after that, there are diminishing returns,” he said. (The 2010 Toyota Prius has a EPA rating of 50 mpg.) Reinert characterized 100-mpg real-world performance as science fiction. Irv Miller, Toyota group vice president of corporate communications, says that the heavier battery pack required for plug-in hybrids becomes a “boat anchor” when they are depleted.
Allow me to clarify Toyota’s position. We are investing billions of R&D dollars in battery development for EV’s, Plug-in Hybrid’s, Fuel cells and other alternative energy projects. We own a battery company and manufacture batteries for profit and are looking well beyond current technology for the next generation battery! WE SUPPORT Plug-in technology to the tune of 500 going into service this year to evaluate performance and get a “consumers eye-view” of the technology. We wish to off set some of the hyperbole being published about 100 MPG vehicles being the norm. Some may experience 100 MPG efficiencies, many will not. As is the case in most instances, driving habits and style will determine results. Performance expectations and cost efficiencies must be factored when we discuss the marketability of this technology. Our efforts are to bring some element of real world results into the debate, NOT to pour water on the fire.
Nice article, tnx