Over the last six months as I've filed numerous stories about the Chevy Volt, Nissan's plan to build an electric car, and Ford's focus on increasing fuel efficiency, I have heard the same thing from you: That's great, but what's Toyota doing?
It's as if Toyota is the Tiger Woods of the auto industry when it comes to going green. In other words, some of you seem to be saying, "Tell us what Toyota has up its sleeve and then we'll decide if the Volt, Nissan, or any other automaker has a shot at taking the hybrid crown away from the Japanese automaker."
I bring this up because today in Oregon, Toyota will start showing reporters and the public what's next on its green agenda. And in typical Toyota fashion, this will not be a huge dog and pony show. Instead, it will be the beginning of the company reminding the press and the public in a very matter-of-fact way why it is the leader when it comes to alternative powered vehicles.
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If you are one of those folks who think the Prius is an over-hyped hybrid, or that Toyota gets too much credit for pushing fuel efficiency, spare me your e-mails. The fact is poll after poll shows the public views Toyota as tops. That's not media hype, just the fact. Toyota now wants to protect that position as other automakers set their sights on knocking off Toyota.