Move over Bob Lutz (GM), you have competition for the most outspoken auto executive. Toyota Motor Sales' national manager for the advanced technology group, Bill Reinert, threw his hat in the ring of the competition for the most outspoken auto executive.
Mr. Reinert let loose at a Fortune conference in Orange County. He starts by attacking the use of corn-based ethanol in the U.S., commenting, "That's the first law of Disney at work--wishing will make it so. Using ethanol for fuel is like electing the dumbest kid in school as class president."
After giving his opinion on ethanol, he continues to attack a more popular target -- plug-in vehicles. He complains:
As for plug-in electrics, they're just not plausible right now. Lithium-ion batteries are too expensive by at least an order of magnitude. They're not energy-dense enough. And we generate a lot of our electricity from coal. I don't think Shai [Agassi, of Better Place] is being disingenuous. I think he really believes what he's saying. I see it all the time from those Palo Alto types. They think the whole world is like a computer company, and they're always trying to recreate the dot-com economy. You see exactly the same mind-set with Tesla. It's all going to work out. It worked out with eBay. It worked out with SAP. But transportation is a different world. I mean, Shai's bragging about driving an electric RAV4 with a seventy-mile range. How many of your friends are going to buy that car?
David Shearer, a scientist and entrepreneur who's devoted most of his career to the study of renewable energy comments on Mr. Reinert, "Bill is a futurist. He's a big thinker, and he always has the larger context in mind. He's a leading light in the energy and next-generation transportation spaces. He's superbright, but he can talk about these things in a way that people can understand."
Indeed, Mr. Reinert's opponents seem to be taking issue with the barbs and not the man himself. Paul Scott, a founding member of Plug In America comments, "He's a likeable guy. And he believes in his product. But I think he makes a whole lot of money working for Toyota, and he's going to do whatever they want him to do. His pushing of the fuel-cell vehicle has, I think, delayed the implementation of the plug-in hybrid at Toyota many years. And to the degree that they have delayed the implementation of plug-in cars, they have hurt society and, ultimately, may hurt the company."
Still others will likely take Mr. Reinert's analysis with less patience. One company that certainly disagrees with Mr. Reinert is GM. GM is launching its first mass-production plug-in, the Chevy Volt, in 2011 and has a large lineup of E85 vehicles on the market.