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I'm not sure I understand why they decided to go down this road either, lol. Toyota is the literal embodiment of "if it ain't broke don't fix it", but it doesn't feel like they were ever very serious about hydrogen. Seeing Toyota falling behind companies like Ford and GM in electrification is just......I hope they do find a way to jumpstart their venture into EVs, whether by the Tesla deal or otherwise.
I do get excited about cool new innovations in cars, but if anything the past 6 years have taught me that an exciting product means precisely 0 until the moment the company makes it a mass-produced commercial success (or at least real and viable to some degree). Merc EQC, Bollinger, Nikola, Rivian as of this moment.........over-promise, under-/don't-deliver. Same goes for the plane. It's cool, but I'll believe it when I see it.
At least Mirai is a real product and not vaporware, and the infrastructure for it certainly seems a little better in Japan. But it currently still falls into the same trap as the above, involving a lot of "promises" and not a lot of "reality"; like, hydrogen COULD be stored easily and widely but it isn't, hydrogen COULD be made in efficient, low-emissions ways but it isn't, etc.
TLDR from former Toyota salesman: People won't buy the Murai because it is too expensive, it is unrecognizable and you can but a loaded Prius for half the price. Two years ago it was only sold at one NorCal location in Silicon valley. It costs upwards of $60,000 and there are only a few places to get cells. It was also one of the least attractive sedans from Japan in recent memory and there is no social media presence or legit ptomotion. My theory is Toyota executives know the current political climate and all their market reasearch shows the majority US consumer aren't interested in fuel economy its percieved as a hostile threat to their way of life by a social media campaigns intent of disrupting regulation which would lower profits and earning for shareholders.
I was or technically still am a certified Toyota salesman and worked at a large dealership in SF bay area. There was extensive product training on everything under the Toyota umbrella but nothing about the Murai! I was bummed. I am kind of hippy but I have only owned Toyotas. I am also a major proponent of any technology that would reduce fuel consuption. I know I am only one person but it matters to me that I do what I can to reduce fossil fuel consumption and hopefully encourage others (by example not preaching) to make their own deliberate commitment to support companies that are in fact green and arent just trying to jedi mind trick consumers climate change doesn't exist. Being green was trendy but the most effeicient Toyota truck I owned was made in 1981.The 2003 Tundra i bought was sllammed by consumers eeports are grossly ineffiecuent and maybe averaged 10MPH in town. But I hardy drove it except to work.
I was actually a little crestfallen that the Murai is only sold (or was) at one dealership (San Jose) selling Murais for the entire Northern California region. There are 19 locations (big jump up actually) for hydrogen cells now which is good but only one in my county. I used to be a huge Toyota truck fanboy and honk on their reliability but over time its clear Toyota doesn't care about doing whats best for the environment or whether we will have drivable roads in 50 years. It is about profit margins that year and following whatever trends they think will sell more. Fuel economy matters and like it or not US drivers are going to have to stop guzzlling gas like a frat boy under a kep of PBR. But there is no leadership from manufacteres foreign or domestic on this. Why is that?
My theory is that there is almost no demand for efficient vehicles. Gas is subsidized so heavily by the federal gov't in the US the prices remains artificially low. But mostly awareness has faded and a vociferous psyop/disinfo campaign within the oil industry has been absorbed by and perpetuated within sectors of social media conflating any attempt to improve fuel and air standards as a attack on Democracy by satanic communists or whatever it takes to scare folks into not actually trusting science, facts or history. The Murai is sadly just a perfect example of company who has the resources and the will to meet market as well as improve their "green" vitures. US consumers either dont care enough anymore. Most of the new cars in my neighborhood are base model Dodge charger variants and huge domestic trucks with massive tires that never tow anything. The Murai is ridiculously expensive and the first generation was neither replusive nor memorable. In fact, if you didnt know what a Murai was or looked like it might drive by every day without you noticing. Who would buy that? Mostly corporations who was to say they did something green. There was zero sales reference for the Murai and basically call for that were refered to the Silicon Valley dealership.
Who would spend $70,000 on a Toyota's least attractive car just to be a little more green than a Prius? I doubt Toyota got the same sweetheart tax breaks and incentives that Tesla buyers enjoy. The Prius costs half as much with maxed trim, looks better and has more than the 5 color options in a Murai. It has been a few years now so all my takes are dated now. I am interviewing for a new Toy dealer this week after reading about some stuff they have coming. Anecdotally the other car company I worked for has made a full on, legit effort to meet climate goals and even though I would never buy a a flashy new thing from Bavaria myself I did choose to work there knowing I could sell on that. Or so I thought because I am naive . People who buy BMWs are either loaded with cash or crazy or both. EU drivers and customers seemed to appreciate their carbon-nuetral facilities etc. Typical American attitudes is indifferent or hostile. I actually sold my Tundra and ride a bike now. I am happier and healthier. I really like the Corolla or Supra but I am excited about driving the Rav4 PRIME and see its innovative design as solving perhaps the buggest hurdle in domestic market for Toyota trucks and crossovers.
Toyota Developing Hydrogen Engine Technologies Through Motorsports | Corporate | Global Newsroom | Toyota Motor Corporation Official Global Website
Toyota Motor Corporation (Toyota) announced today that, toward the achievement of a carbon-neutral mobility society, it is developing a hydrogen engine. It has installed the engine on a racing vehicle based on Toyota's Corolla Sport, which it will enter in competition under the ORC ROOKIE Racing...
global.toyota
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