Toyota, Honda gearing up to fight for hybrid crown
While European automakers focus on diesels and American companies dip their toes into the hydrogen, biofuel and electric drive waters, Japan's two largest automakers seem to be gearing up for a big fight over who can sell the most hybrids. In two stories for Automotive News (subs req'd), writer Hans Greimel lays out the ways that Toyota and Honda want to win this war. The headlines tell the short version story: Toyota eyes 1 million in annual hybrid sales and Honda: Hybrid war has just begun. In effect, Toyota want to keep the Prius momentum going, Honda wants to copy and exceed.
Greimel explains that by the early 2010s, Toyota hopes to be selling us a million hybrids, with some of those being plug-in hybrids, a year. Something about the article (specifically this line: "Toyota will soon be testing plug-in hybrids in Japan, Europe and the United States") makes me wonder about whether this story is something of a holiday rehash - we know that Toyota has been testing the PHEV Prius in those three locations for a while now.
Honda, on the other hand, isn't convinced plug-ins are the way to go, but does want to get serious about "standard" hybrids. Honda CEO Takeo Fukui told Gerimel that, "The real competition [for hybrids] has just begun. Until now, it has been an image-based competition, not a business-based competition." Honda's first entrants will be a new dedicated hybrid (Fukui admits that the Civic hybird was a bust) and the hybrid CR-Z, both coming in 2009 or later. Game on!
[Source: Automotive News]
Reader Comments (Page 1 of 1)
sensitive_man 11:21AM (12/27/2007)
Don't forget Toyota's hybrid line includes gas guzzlers not just super efficient vehicles. So do not think "Green" when you hear 1 mil, from Toyota. Also do not forget that Toyota marketed against CAFE increases along with all the other members for the Auto Alliance.
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Benjamin Jones 11:52AM (12/27/2007)
Not to be picky, but aren't Toyota and Nissan the #1 amd #2 of Japanese automakers?
Also, I think it will be interesting to see this battle, as I feel like the two companies have very different goals in both Japan and the US...I think the largest Honda I saw when I was in japan was the one or two CR-Vs scuttling around...on the other hand the largest cars altogether were toyota land cruiser type SUVs...If honda makes a hybrid version of the life or some other small-market car it'll be interesting.
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Benjamin Jones
http://www.ecomodder.com
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Kardax 12:55PM (12/27/2007)
sensitive man: What's your point? Toyota isn't really that green of a company; I think everyone knows that. They're in it for the money, and as long as people are buying land cruisers, they'll continue building them.
This "hybrid war" is not some moral choice (for either company). They see at as a way to increase sales and profits, and perhaps to tech up for the upcoming CAFE increase.
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Benson Leung 2:19PM (12/27/2007)
People like to single out Toyota specifically, but this boggles my mind. Toyota makes automobiles, so their business is a contradiction when it comes to "being green." However, why protest Toyota instead of GM and Ford, who also oppose increases is CAFE? Is it because the domestics deserve a pass, while those evil car companies from abroad need to be bashed?
Like it or not, unlike every other car manufacturer who sells cars in the US, Toyota and Honda sell the only 2 cars that exceed the 35 MPG mandated by the 2020 requirement : The Honda Civic Hybrid, and the Prius.
Hopefully, the continued competition between Honda and Toyota continue to encourage more efficient cars. The CR-Z looks extremely promising. Here's hoping it hits 50 or 60 MPG!
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Dad 4:46PM (12/27/2007)
"Until now, it has been an image-based competition, not a business-based competition." "
It has always been about image. Still is all about image. Nothing has changed.
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GoodCheer 10:20AM (12/28/2007)
"Like it or not, unlike every other car manufacturer who sells cars in the US, Toyota and Honda sell the only 2 cars that exceed the 35 MPG mandated by the 2020 requirement : The Honda Civic Hybrid, and the Prius."
Don't forget that CAFE mileage values are based on the 1975 EPA driving cycle, which translates to about 26 mpg in the 2008 EPA cycle. Many cars, and even a few light trucks manage that number quite nicely.
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Dustin 4:14AM (12/31/2007)
I don't think "Honda wants to copy" is the appropriate phrase. They did have the first (and still highest fuel economy) dedicated hybrid to market.
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