Toyota has been riding high on a green cloud of
eco-friendliness with the American public since 2000. It was that year that
Toyota introduced the first
generation Prius. The tiny Echo-based compact sedan brought
gasoline-electric hybrids to the mainstream.
Over the past few years, Toyota has expanded its hybrid
portfolio and has seen its "green" image explode. Following the
release of the first generation Prius, Toyota introduced a larger, mid-sized
Prius hatchback in late 2003. Later, Toyota released a Highlander Hybrid SUV
and a Camry Hybrid.
While the Toyota brand has focused on using hybrids to
improve fuel economy, the Japanese auto giant's Lexus luxury division has been
using the Hybrid Synergy Drive
to boost performance. Increased fuel economy is still a benefit of Lexus
hybrids, but the RX 400h, GS 450h and LS 600h L market
the performance aspects of the additional electric motors.
Now, however, it appears that Toyota's honeymoon with
environmentalists may be coming to an end. In a move that has angered the National Resources Defense Council (NRDC),
Toyota decided to side with General Motors, Ford and Chrysler in opposing a
proposed Senate bill that would require a corporate average of 35 MPG by 2020.
"Why is Toyota, a company that can make a car that gets 55 miles per gallon today, fighting a 35 mpg
standard? If Toyota's "Moving Forward" motto is more than just empty
words, the company must support a sensible increase in fuel economy to
35 mpg by 2020," said the NRDC in a statement on its website.
Instead, Toyota is putting its support behind a bill
proposed by the House that would mandate targets of 32 MPG to 35 MPG by the
year 2022.
“They have a green halo, justifiably, and yet unbeknownst to
their customers they’ve joined forces with the Detroit Three to argue against
greener standards,” said NRDC vehicles campaign director Deron Lovaas.
Toyota contends that the Senate bill is too harsh on auto
manufacturers and will be tough to implement. “For the first time, the industry
has actually come together for a fuel economy increase, and everyone is pulling
together in the same direction,” said Toyota spokeswoman Martha Voss. “Toyota is
working very hard behind the scenes to achieve the best standards possible, not
only for the whole industry, but to meet the energy and environmental goals
that we all share.”
Considering that Toyota's lineup of cars already average
more than 32 MPG by federal regulations, many may wonder why Toyota would be
opposed to a measly 3 MPG increase by 2020. Toyota's concern comes from the
fact that the Senate bill would require a 35 MPG average from Toyota's entire
vehicle lineup -- that includes gas-guzzling pickups and SUVs.
Toyota's apprehension becomes even clearer when the new Tundra
full-size pickup truck comes into the picture. Toyota's Tundra has always
played second fiddle to the biggest and baddest from Detroit, but Toyota's
third attempt at the full-size market is starting to gain some traction.
The new Tundra packs a 381 HP V8 engine on its options sheet
and records fuel economy numbers of 14 MPG/18 MPG city/highway in 4x4 guise. The
problem is compounded by the fact that the previous generation moved a meager
124,508 units – Toyota is on track to break the 200,000 units sold mark for
2007 with the redesigned Tundra.
Toyota also announced
cheaper trim levels for the 2008 Tundra which will further drive sales and
lower the company’s fuel economy average. In addition, Toyota is looking to
drive its truck sales even further with a redesigned Land Cruiser, Lexus LX 570 and Sequoia
– all of which use the potent 5.7 liter
V8 engine paired with a six-speed automatic transmission.
“They market every night the Prius and the Toyota Camry —
we’re the green car, huh,” remarked Representative Edward Markey
(Democrat-Massachusetts) who also happens to own a Camry Hybrid. “Then watch the football games, and they’re
marketing the Toyota Tundra — like the biggest vehicle ever made.”
“We’re actually going to name the vehicle the Tundra, after
the thing that’s being destroyed in Alaska. How ironic,” Markey continued.
There is still room for improvement on Toyota’s end,
however. The company is hard at work
on a diesel engine for the supersized Tundra and the company plans to implement hybrid
technology into all of its vehicles by 2020.