The Grass is Always "Greener"

According to PR Watch.org, Toyota has taken great pleasure in their public image as an “environmentally responsible company.” However, no amount of “green” ads could prevent the disappoint that came when Toyota was nominated to Corporate Accountability International’s 2008 Corporate Hall of Shame for being significantly less green than the company has led the public believe. Toyota announced, in their annual sustainability report, that the Prius performs slightly worse than others in its class in terms of emissions.

To make matters worse, Toyota has been quietly lobbying against a proposal to increase fuel efficiency standards to 35 miles per gallon by 2020. Additionally, the company belongs to two trade groups, the Alliance of Automobile Manufacturers and the Association of International Automobile Manufactures, both suing to stop a new California law designed to lower greenhouse gases. And.. Toyota can thank their gas-guzzling, pickup truck, the Tundra, which only averages 14 miles per gallon, for their lowest fuel efficiency standards in two decades.

In hopes of maintaining their green “halo,” Toyota and Tesla Motors have signed an agreement to initiate the development of an electric version of the RAV4. This definitely sparked my interest. The Green Car Congress blog stated that prototypes have already been made, combining the Toyota RAV4 model with a Tesla electric power-train. The new RAV4 EV would be the second generation for an electric version of that model. Recently, I visited California and had the opportunity to rent a Prius. I was very fascinated with the battery power charge compact car and the fact that California grants drivers a discount for renting environmentally friendly vehicles, like the Prius. Therefore, I was not surprised that the first generations of RAV4 EVs were sold in California, as part of the state’s Zero-Emission Mandate program.

I think Toyota is skating on thin ice with their reputation. First the recall crisis and now the Corporate Hall of Shame, Toyota’s public relations team has a lot of work ahead of them. However, as a RAV4 fanatic, I am very excited about their new EV model launching in 2012. Let’s go Toyota, I’m rooting for you!

Same time next week? :)