Katsuaki Watanabe does not seem content to rest on the laurels of Toyota Motor Company’s successes in the burgeoning green vehicle market. Watanabe and the TMC board of directors have found winning combinations in the Toyota Prius as well as fuel-efficient vehicles like the Corolla. The recent announcement by Watanabe of additional initiatives toward greener vehicles and manufacturing processes shows Toyota’s desire to push this niche market to its limits.
Watanabe stated that Toyota Motor Company is interested in decreasing frame weight and size for every vehicle in its fleet. Hybrid vehicle buffs are familiar with the Toyota IQ which is a three-meter coupe that is capable of seating four people. The promotion of lighter bodies and internal parts in existing vehicles like the RAV-4, Corolla and Highlander add green elements to traditional vehicles.
Another step that may seem counterintuitive to good gas mileage is Toyota’s introduction of a manual transmission in vehicles during the upcoming 2009 model year. Most vehicles get better gas mileage with automatic and continuously variable transmissions due to the lack of precision in manual shifting. Toyota is using a smaller and more efficient manual shift than other companies to ensure that experienced drivers can save gas.
The push for ethanol as a sustainable replacement for gasoline has influenced Toyota’s Corolla, Tundra and Sequoia lines. Watanabe announced that the 2009 Tundra and Sequoia will be available in an E-85 flex-fuel format that should steal additional market shares from Chevrolet and Ford. The Japanese company has dipped its toes in the ethanol market previously with E10-compatible vehicles in the 2006 model year and E100-compatible vehicles in Brazil.
Toyota’s smartest move will be its commitment to public-private partnerships that ensure infrastructure for future vehicle lines. Watanabe and other Toyota representatives have been working with civic leaders throughout Japan to change traffic flow for reduced fuel usage. The major tool for meeting the fuel efficiency goals set by Toyota and local leaders will be the Probe Communication Traffic Information System. This system has the potential to provide updated traffic patterns, accident information and other data to drivers in transit. Toyota has also unveiled the Eco Driving Indicator that uses lights to indicate varying levels of fuel-efficient driving. These technological advancements will set Toyota apart if the funding, political will and manufacturing facilities are available in the next decade.
