Kingston, Ontario -- Automakers usually like to give their carryover models a little something new to feel good about, before combing their hair and sending them off for another year on the showroom floors.
But at Toyota, like at every other automaker on the planet, there is suddenly more urgency to provide more fuel efficiency. So when it came time for Toyota to tell us what was happening to carryover models for late 2009 and 2010, the emphasis was squarely on powertrain advancements driving the Toyota movement called, "More Power, Less Fuel."
Following Prius to the Promised Land
The all-new 2010 Prius, a fully dedicated hybrid, is obviously Toyota's lead vehicle in all things fuel-efficient. It has many advancements, including Toyota's first engine with absolutely no drive belts (a new belt-less water pump, was the last accessory that needed to go electric).
Besides technology, the Prius gives Toyota green brand power. This past May, it became Japan's top selling model -- hybrid or not.
"Prius was designed as a totally rational exercise, but it became the most emotional car in our line-up," noted Stephen Beatty, Managing Director, Toyota Canada Inc. He added that such customer support, and other companies bringing hybrids to market, "confirms that our hybrid technology strategy is the right way to address the industry's environmental strategies."
Implicit in that statement is that Toyota doesn't believe diesels are the right way.
One of Toyota Canada's powertrain specialists at this event was engineer Marc Stuyver. He noted that even though Toyota is focusing on hybrid technology, the company is still obsessed with "squeezing improvements out of our conventional engines ... there are still lots of improvements to be had there ... we're pushing."
But at Toyota, like at every other automaker on the planet, there is suddenly more urgency to provide more fuel efficiency. So when it came time for Toyota to tell us what was happening to carryover models for late 2009 and 2010, the emphasis was squarely on powertrain advancements driving the Toyota movement called, "More Power, Less Fuel."
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| The Prius gives Toyota green brand power. |
Following Prius to the Promised Land
The all-new 2010 Prius, a fully dedicated hybrid, is obviously Toyota's lead vehicle in all things fuel-efficient. It has many advancements, including Toyota's first engine with absolutely no drive belts (a new belt-less water pump, was the last accessory that needed to go electric).
Besides technology, the Prius gives Toyota green brand power. This past May, it became Japan's top selling model -- hybrid or not.
"Prius was designed as a totally rational exercise, but it became the most emotional car in our line-up," noted Stephen Beatty, Managing Director, Toyota Canada Inc. He added that such customer support, and other companies bringing hybrids to market, "confirms that our hybrid technology strategy is the right way to address the industry's environmental strategies."
Implicit in that statement is that Toyota doesn't believe diesels are the right way.
One of Toyota Canada's powertrain specialists at this event was engineer Marc Stuyver. He noted that even though Toyota is focusing on hybrid technology, the company is still obsessed with "squeezing improvements out of our conventional engines ... there are still lots of improvements to be had there ... we're pushing."
 |
| At Toyota, there is suddenly more urgency to provide more fuel efficiency. |