Toyota’s Hybrid Roadshow Spreads Green Message In Unlikely Places

October 3, 2007

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Toyota is using a traveling exhibit to market the Prius beyond the coasts, The Wall Street journal reports.

A 53-foot trailer filled with exhibits on energy consumption and fossil fuels is making 150 stops at places where pickups, SUVs and cars sporting Detroit brands are popular. The “Highway to the Future” tour, which launched in January, is hitting places like Des Moines, Iowa; Livingston, Mont., and Chattanooga, Tenn.

There are signs that Toyota’s road show may be working. U.S. sales of new hybrid cars were up 49 percent in the first seven months of this year.

Hybrid sales were up 57 percent in the Midwest, 52 percent in the West, 49 percent in the Northeast and 42 percent in the South.

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Reader Comments

I think that the full picture of Toyota’s efforts needs to be communicated. While I am appreciative of your efforts to promote “good corporate behavior”, I think it is also necessary to give balanced reporting. Please read the following letter:

President, Toyota North America Shigeru Hayakawa

Dear Mr. Hayakawa,

I am writing to express my deep concern that your company has
decided to actively oppose the Senate-passed increase to U.S.
fuel economy standards. Toyota already complies with Japanese
fuel economy standards aimed at reaching approximately 46 miles
per gallon (U.S.) by 2010. Why are you denying American
consumers the access to fuel efficient choices that both hybrid
and conventional technologies can deliver in all vehicle
classes?

When I decide what type of vehicle I want to drive, I take a
company’s overall reputation into consideration. Toyota’s
credibility is on the line.

I ask that you reverse your current course of action and declare
publicly that Toyota can and will comply with the Senate fuel
economy standards of 35 miles per gallon. You have the power to
help Americans meet their varied driving needs while reducing
oil dependence and global warming pollution.

I look forward to your reply.

Sincerely,
David France

David France | October 3rd, 2007

I took the tour of this exhibit at the Wisconsin State Fair this August in Milwaukee. The exhibit gives very in depth information about the vehicles and more importantly about the company. Many consumers want their companies to as responsible as their products. Toyota seems to be working very hard to do just this.

Steve Trash | October 4th, 2007