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Toyota executives he had a moment of inspiration when the company developed the Prius. That moment, apparently, is long gone.
The Prius was the world’s first hybrid car in the series, years ahead of its competitors. The first model, a small coat, was a classic Toyota—Significantly tailor-made, reliable vehicle. After a major refurbishment in 2004, sales moved forward. The Prius ’Kammback profile was instantly recognizable, and the car was a unique combination of fuel economy and practicality. He held people back. Famous people who sought to burn ecological self-faith were also burned with the car. Leonardo DiCaprio appeared at the 2008 Oscars.
As Prius ’hybrid technology was refined over the years, it began to appear in other models, from the small Prius c to three rows. Highlander. Also the luxury brand of the company, Lexus, hybridized several cars and SUVs.
Over the years Toyota has been a leader in eco-friendly vehicles. Efficient cars and crossovers offset the emissions of large trucks and SUVs, giving the company the fuel efficiency of some competitors. It was sold in May 2012 by Toyota 4 million vehicles Prius family all over the world.
Next month Tesla presented Model S, Which destroyed Toyota’s hybrid as a leader in green transportation. The new car proved a long distance electric vehiclesalthough expensive, it could be practical and desirable. Advances in the battery promised to reduce prices, eventually leading EVs to be paired with fossil fuel vehicles.
But Toyota misunderstood what Tesla represented. While Toyota invested in Tesla, it didn’t see the launch as a threat, but rather a small player that could help Toyota comply with its EV orders. Somehow, that view was justified. For the most part, the two did not compete in the same segments, and Toyota’s global volume is lower than that of the small U.S. manufacturer. Moreover, the hybrids were a mere void until Toyota’s hydrogen fuel cells were ready. At the time, the company thought long-distance hydrogen vehicles and fast-moving cars would become obsolete.
Clearly, Toyota did not receive the subtle change that was taking place. It’s true that hybrids were a bridge to cleaner fuels, but Toyota was overestimating the length of that bridge. Just as Blackberry discarded the iPhone, Toyota discarded Tesla and EVs. Blackberry thought the world would need physical keyboards for many years to come. Toyota thought the world would need gasoline in other decades. Both were wrong.
By bonding to hybrids and opting for hydrogen, Toyota is now in an uncomfortable position. Governments around the world are going to ban fossil fuel vehicles of any kind, and so far they are doing so sooner than Toyota anticipated. When EV prices are falling and infrastructure is being loaded, it is unlikely that fuel cell vehicles will be ready in time.
In order to protect its investments, Toyota has been working hard against battery-powered electric vehicles. But is it too late?
The street end of hydrogen
After decades of discarding or discarding electric vehicles, Toyota is now lagging behind in an industry that is rapidly preparing for an electric transition — not just electrified.
Toyota’s fuel cell vehicle sales have not set the world on fire Mirai it remains a slow seller, even though it collects thousands of dollars in hydrogen, and it’s not clear if its excellent but slow remodeling will help. Toyota’s attempts at electric vehicles have been embarrassing. Initial efforts were focused solid state batteries in fact, although they are lighter and safer than existing lithium-ion batteries, they have shown the challenge of cost-effective manufacturing, like fuel cells. Last month, the company announced that it would release more traditional EV models in the coming years, however the first will not be available until the end of 2022.
In the face of losing hands, Toyota is doing what the biggest corporations are doing when they find themselves in the wrong game – they are struggling to change the game.
Toyota has pressured governments to scrap emission standards or crack down on fossil fuel vehicles, according to a New York Times report. Over the past four years, Toyota has made political contributions to U.S. politicians and PACs more than doubled. These contributions have also put the company into hot water. By giving companies congresses that are against tighter emission limits funded MPs He spoke out against securing the results of the 2020 presidential election. Although Toyota promised to stop doing so in January, it was caught making donations to controversial lawmakers last month.
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