Toyota: Sales top, connection missed
The Toyota Motor Corporation sold nearly 5.01 million vehicles worldwide in the first half of 2021, reporting a significant sales increase of 32.7 percent over the same period last year with the brands Toyota and Lexus. Even compared to the first six months of 2019, which were not affected by the COVID-19 pandemic and associated lockdowns, there is an increase of 4.5 percent. The positive development is primarily attributed to the markets in North America and China, but also in Europe: With 598,888 vehicles and a 41 percent increase compared to the same period last year, Toyota Motor Europe registered even higher growth rates from January to June 2021 than globally. More and more customers opted for electrified models, specifically the hybrid drive favored by the manufacturer, which now also includes plug-in hybrid technology.
While their share of total sales was just over one-fifth a year ago, it rose to 26 percent in the first half of 2021. The high demand is again attributed to China, North America, and Europe. In Western Europe alone, the hybrid share is now at 70 percent. Parallel to sales, global production figures also climbed: Approximately 4.52 million manufactured vehicles represent an increase of 36.3 percent compared to the first six months of 2020. This brings the Toyota Motor Corporation close to pre-COVID levels.
So far, only one Lexus BEV and the van on loan from PSA
However, the manufacturer risks falling behind in the realm of battery-electric mobility. So far, there is no BEV; only the luxury subsidiary Lexus has recently been selling the purely electrically powered, decent but not revolutionary compact SUV UX300e, and the commercial vehicle division offers the electric Proace, which is an identical counterpart of the PSA compact transporter with the same e-drive technology. The fuel cell electric-powered Mirai, recently introduced in a new generation and at a more favorable price starting at 63,900 euros, sold only 154 units this year according to KBA and plays virtually no role in the volume. Recently, the manufacturer communicated that it is relying on a broad mix of drives for the future and not solely on battery-electric drives. Combustion engines are also to be further optimized. Hydrogen as a fuel and alternatives such as e-fuels from hydrogen and biofuel could contribute to a reduction, according to the belief.
“We continue to invest in various low-CO2 technologies and innovations to meet the needs of our customers in every country and region,” affirmed James Kuffner, Chief Digital Officer of TMC, the strategy of continuing with hybrids in addition to pure electromobility in May.
T&E ranking sees Toyota poorly positioned
That does not only sound cautious, but it is apparently increasingly extending to political actions as well. Recently, not only the NGO T&E certified that the Japanese company is poorly prepared for the electric vehicle future. In a ranking regarding future viability, BMW, Jaguar Land Rover, Daimler, and Toyota performed the worst, with low sales figures of battery electric vehicles (BEV) with short range, lack of ambitious phase-out targets, and a lack of clear industrial strategy. Now the platform InfluenceMap, specializing in the climate effects of companies, has confirmed this.
Delaying stricter standards
According to a report by Spiegel Online, the corporation according to the platform globally "opposes new regulations for stricter emission and fuel consumption values." Consequently, the assessment is poor, with a rating of "D," the worst among all car manufacturers. The New York Times also recently outlined the influence of the auto giant, with Toyota manager Chris Reynolds lobbying Congress staff against a quick switch to e-mobility and for stronger support of hybrids and fuel-cell vehicles.
The Japanese argue that politics too little considers how precisely the transition should be shaped from a "present in which 98 percent of all cars and trucks are at least partly driven by internal combustion engines to a fully electrified mobility future," as the manufacturer told the New York Times. The newspaper also revealed how the company supported climate change denier and former US President Donald Trump to thwart stricter emission regulations in California, alongside a compromise negotiated in 2020. High donations to Republican lawmakers denying man-made climate change and not recognizing recent US elections are also mentioned. The NY Times suggests Toyota has secretly become the strongest opponent of the change to battery electric mobility. Spiegel Online further lists how the company also tried to mitigate stricter EU regulations in Brussels and refers to reports from various NGOs. When inquired at the European headquarters, the medium received the following response:
"We are convinced that multiple technical solutions are necessary to reduce CO2 emissions faster. Therefore, technologies should not be excluded too early. Toyota invests in a range of technologies, including hybrid, plug-in hybrid, battery electric, and fuel cell vehicles."
New platform for pure electric vehicles to start mid-2022
However, it is becoming increasingly clear that battery electric drive is the best option for passenger cars. Manufacturers like the Hyundai Group, Volkswagen, Renault, and recently also the Stellantis group rely on BEVs for volume business, and Stellantis only on fuel cells in niche applications for light commercial vehicles. After all: By 2025, Toyota itself aims to offer more than 55 electrified products in Europe, including at least ten zero-emission vehicles. The pioneer is likely to be the Lexus LF-Z Electrified, the first to be based on an independent EV platform. The 4.88 meters long, 1.60 meters high, and 1.96 meters wide crossover vehicle is expected to achieve a range of up to 600 kilometers using a 90 kWh lithium-ion battery. It will charge with up to 150 kW power in DC. Rapid acceleration will be ensured by electric motors with 400 kW power and 700 Nm torque. At the end of last year, Toyota gave a first preview of a BEV SUV with the cumbersome working title bz4X on the same basis, which is expected to hit the market as early as mid-2022.
What does that mean?
From Paul to Saul - it can happen that quickly. The former eco-drive pioneer Toyota has apparently missed the connection and is now trying to buy time. They had the best prerequisites when they early recognized that diesel technology in cars has no future and exhaust gas cleaning would become too complicated. The diesel scandal then confirmed this strategy in a fatal way for the industry. Instead, the Japanese have been dedicated to hybridizing drives for over 20 years, making the closed hybrid mass-market ready. The fact that the robust, efficient, and affordable double-drive is now favored by taxi companies was essentially the accolade. But then the tracks were set wrong: The belief that hydrogen drive in cars has a larger future volume is now likely to be mostly solitary for Toyota. The "champagne" among fuels is too valuable and energy-intensive in production to be wasted on light cars. It is needed in trucks, ships, or planes.
Common sense in the industry is now that BEVs are the future - and that future has long begun for manufacturers such as Tesla, Renault, or the Hyundai Group, and most recently also Volkswagen. Thus, the stubborn adherence of the Japanese to "technological openness" seems out of touch and almost desperate. One can only hope that they find the switch in Tokyo and flip it more quickly. They may have rested too long on the laurels of reducing emissions through hybrid technology. But soon they will lie in the past.
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