Toyota's huge hybrid vehicle mistake?
When it comes to hybrid vehicles, Toyota is the undisputed king. The Toyota Prius is by far the world's best selling hybrid, and Toyota offers the largest lineup of hybrids of any automaker.
Still, I think Toyota might have played its hybrid hand a bit better, or maybe there is a kink in Toyota's hybrid vehicle chain?
With low gas prices, sales of pick-up trucks are picking up, and GM and Ford are leading the way. This is one vehicle segment that American automakers understand well, and it is the most important vehicle segment for American automakers.
Consequently, Toyota's recent advertising campaign for its trucks has really surprised me, but not in a good way. Apparently, Toyota trucks are so tough that neither the Loch Ness Monster nor even a meteorite could damage one.
Please! Is Toyota serious? Is this how Toyota is going to challenge Ford and GM trucks?
Toyota, I believe, has to take a completely different approach, and I think a hybrid truck would have been the perfect buzz creator. For instance, imagine how easy it would be to attack the Chevy Silverado hybrid with a Toyota full hybrid truck - the emissions and fuel economy comparisons would be a joke.
Sure, hybrid trucks aren't going to outsell conventional trucks. Still, focusing on Toyota's hybrid trucks could bring a lot of buzz to all Toyota trucks, just as the Prius has driven much positive PR to all Toyota vehicles.
So, why isn't Toyota acting? Instead of a hybrid truck, Toyota has resorted to cheezy commercials?
Is Toyota's hybrid powertrain insufficient for some truck duties, such as towing a boat or camper? Is this a kink in Toyota's hybrid powertrain? Will GM's dual mode hybrid powertrain handle these tasks better?
Many might believe that truck drivers are nothing but a bunch of good ole boys - don't believe in global warming, don't tell them what to drive. While some might fit this profile, I bet a bunch of 'em fully believe in the dangers of foreign oil dependency and would be very open to hybrid trucks.
Toyota could have framed a new debate around hybrid trucks, Americanism and foreign oil dependency. Moreover, I'd bet they could have sold as many hybrid trucks as hybrid Highlanders, and considering the importance of the truck segment, wouldn't a hybrid truck have been worth a try?
Still, I think Toyota might have played its hybrid hand a bit better, or maybe there is a kink in Toyota's hybrid vehicle chain?
With low gas prices, sales of pick-up trucks are picking up, and GM and Ford are leading the way. This is one vehicle segment that American automakers understand well, and it is the most important vehicle segment for American automakers.
Consequently, Toyota's recent advertising campaign for its trucks has really surprised me, but not in a good way. Apparently, Toyota trucks are so tough that neither the Loch Ness Monster nor even a meteorite could damage one.
Please! Is Toyota serious? Is this how Toyota is going to challenge Ford and GM trucks?
Toyota, I believe, has to take a completely different approach, and I think a hybrid truck would have been the perfect buzz creator. For instance, imagine how easy it would be to attack the Chevy Silverado hybrid with a Toyota full hybrid truck - the emissions and fuel economy comparisons would be a joke.
Sure, hybrid trucks aren't going to outsell conventional trucks. Still, focusing on Toyota's hybrid trucks could bring a lot of buzz to all Toyota trucks, just as the Prius has driven much positive PR to all Toyota vehicles.
So, why isn't Toyota acting? Instead of a hybrid truck, Toyota has resorted to cheezy commercials?
Is Toyota's hybrid powertrain insufficient for some truck duties, such as towing a boat or camper? Is this a kink in Toyota's hybrid powertrain? Will GM's dual mode hybrid powertrain handle these tasks better?
Many might believe that truck drivers are nothing but a bunch of good ole boys - don't believe in global warming, don't tell them what to drive. While some might fit this profile, I bet a bunch of 'em fully believe in the dangers of foreign oil dependency and would be very open to hybrid trucks.
Toyota could have framed a new debate around hybrid trucks, Americanism and foreign oil dependency. Moreover, I'd bet they could have sold as many hybrid trucks as hybrid Highlanders, and considering the importance of the truck segment, wouldn't a hybrid truck have been worth a try?
Labels: chevy silverado hybrid, Ford, Foreign Oil Dependency, global warming, GM, hybrid trucks, Hybrid Vehicles, prius, toyota
posted by Dahcredyns at
11:45 AM
2 Comments:
The author here is out of touch. GM and Daimler and BMW have collaborated on a 2nd generation hybrid systm which GM will deploy first where it's most needed - trucks in 07. Toyota doesn't have any technology even close to GM's at this point - they are still hawking 1st generation hybrid technology. Toyota
will have to get cracking if it dosn't want to be left behind in the truk masrket yet again.
Sorry, the bike, but your are out of touch. GM's hybrid system IS NOT second generation!!!! Granted GM's full hybrid powertrain will be dual-mode, which makes it different than Toyota's.
Usually, you have to offer a first generation hybrid system before you can jump to a second hybrid system, right?
It might be true that GM's hybrid powertrain is better suited to some truck duties, such as towing.
Just as Toyota's current hybrid system will be better than GM's in urban traffic - regardless of vehicle type.
Moreover, Toyota might possibly next its THIRD generation hybrid system around the time GM launchs its first hybrid powertrain.
I realize you're a big GM fan, bike, but please open your eyes.
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