Toyota makes their Green brand stronger

Thanks to the Toyota Prius, for over decades Toyota’s brand meant green driving in America. Recently, the Tokyo based automaker launched their biggest advertising campaign highlighting its environmental, social responsibility and local community support promises to make their stand even stronger.

The new TV ad shows a Prius and absolute green image. The most fuel-efficient vehicle is made of organic materials like tree branches, leaves and moss in a rugged link going thru decomposition and joining the natural landscape.

“With any aspect of our retail operations, we’re trying to be as green as possible,” said Denise Morrissey, a spokeswoman for Toyota Motor Sales USA.

Toyota had been exerting extra effort to strengthen their green image after receiving speculations and criticisms from environmental groups. The Natural Resources Defense Council and other groups had called Toyota hypocritical for joining the three biggest American automakers in opposing a senate bill increasing fuel economy standards. The senate bill calls for 35 miles per gallon in 2020. The automaker is celebrating its 50th year of selling its vehicles in North America.

“Toyota has gone from the darling child of environmentalists to the bad guy for environmentalists fairly rapidly,” said Jack Nerad, executive market analyst for Kelley Blue Book, which tracks the automotive industry.

Toyota is also starting to largely venture in the pick-up and SUV segments with their Toyota Tundra challenging Ford’s F-150 and Chevrolet’s Silverado. At the Los Angeles Auto Show, Toyota unveiled their new full size SUV, the second-generation Toyota Sequoia.

“Some in the environmental community feel duped by Toyota,” he continued. “They feel Toyota’s production of hybrids like the Prius gave the company the cover to make their larger sedans, pickup trucks and large SUVs. I think that’s a rather cynical view of things because those product plans were in place long ago, and to be a full-line automobile manufacturer in the U.S. market you have to sell vehicles in all these segments.”

Closely racing with Toyota being the most fuel efficient brand in America is another Japanese automaker, Honda Motor Co (makes Acura CL EGR valve).

“Honda is pushing very strongly that they are the most fuel-efficient car company in the country, and they haven’t gone the route of large pickups and SUVs,” he said. “They’ve dipped their toes in that pool, but they haven’t waded in to the extent that Toyota has.”

Another great milestone towards fuel efficiency and green image Honda has taken is their FCX clarity which was unveiled in the Los Angeles Auto Show. The car is powered by hydrogen fuel cell emitting only water vapor, the one sad to beat Toyota’s Goliath, the prius.

“I think Honda is doing some very interesting things, and the FCX is among them,” said Nerad. “I’m interested to hear what they’re going to do with diesels, and what their next hybrid will be. It’s not going to be a replacement for the Accord hybrid; it’ll be a new entrant in the subcompact area.”