RE[V8] Lower Emissions

Mon Dec 19 13:48:52 EST 2005

This just had me thinking about the wonderfully witty fictional letter to
the Editor on the Opinion Page A19 of the Wall Street Journal on November
30th.

It read:

Dear Valued Hybrid Customer...

        We at the Toyota Motor Corporation are writing to address certain
misconceptions that have arisen about your Toyota Prius model, which we are
proud to note is driven by many celebrities, including Prince Charles and
HBO's Larry David.
        Our pioneering gasoline-electric hybrid, introduced in 1999, has
become an object of adoration to the world's unlighted car buyers.  Our
competitors, including the American Big Three, are rushing out hybrid
vehicles of their own.  Unconfirmed media reports say that we at Toyota
intend to double our hybrid output to 500,000 vehicles next year.  Along
with other members of the auto industry, we are lobbying for tax breaks and
HOV privileges for hybrid vehicles.
        However, any romance entering its seventh year tends to go stale.
Some purchasers have begun to question the value of our Hybrid Synergy Drive
technology.  You may be aware that a survey by Consumer reports found that
our vehicles achieve considerably less mileage (some 26% less) than the
sticker rating implies.  This has led to some unflattering media stories.
        Let us assure your that the Prius remains one of the most
fuel-efficient cars on the road.  Toyota applauds your willingness to spend
$9,500 over the price of any comparable vehicle for the privilege of saving,
at current gasoline prices, approximately $580 per year.  And should
gasoline prices rise to $5 after 10 years and/or 130,000 miles of driving,
you might even come close to breaking even on your investment in hybrid
technology.  We recognize that our customers have an "emotional"
relationship with their vehicles.  This transcends even the regrettable
truth that driving a fuel-efficient car does not yield any substantial
benefits for society if it doesn't save the owner money.
        Contrary to any loose statements made by our marketing partners in
the environmental community and media, petroleum not consumed by Prius
owners is not "saved".  It does not remain in the ground.  It is consumed by
someone else.  Greenhouse pollutants are released.  Also please note that
the warranty and owner's manual say nothing about reducing America's
dependency on foreign oil.  This is not an oversight.  The Prius is an
"oil-dependant" vehicle.  It runs on gasoline, supplied by the same world
market that fuels other vehicles.  Toyota corporation regrets any
misunderstanding our marketing may have inadvertently caused (or may cause
in the future).
        We share your belief that the days of the internal combustion engine
are numbered.  Further research by our economists suggest this will happen
when the price of gasoline rises high enough to make alternative
technologies cheaper than gasoline powered cars.  We at Toyota want you to
know we recognize this effect and have taken steps to compensate with the
rest of our vehicle lineup.  Our 2006 Tundra pickup will be equipped with
Toyota's new eight-cylinder engine, making it every bit as much of a gas
guzzler as any American pickup.  We are also redirecting our efforts to use
Hybrid Synergy Drive to increase power output rather than reduce gasoline
consumption.  Take our new hybrid SUV, which produces 38 more horsepower but
gets the same mileage as our conventional version.  A New York Times
reviewer wrote, "One question lingers after driving the Lexus RX400h: How
did it come to this, that Toyota is now selling a hybrid gas-electric
vehicle with no tangible fuel economy benefits?"
        We hope this corrects any misinterpretation caused by our latest
slogan ("Commute with Nature").  Hybrid technology is not "green"
technology.  Like heated seats or flashy exterior trim, it's merely an
expensive options that generates large markups for the Toyota Corporation
and its dealers.  You will share pride in the latest figures from J.D. Power
& Associates, which show that the Prius continues to move off a dealer's lot
in just eight days compared to the 36 days for a Honda Civic hybrid.
Clearly, our customers are willing to pay handsomely for the privilege of
showing themselves behind the wheel of so conspicuously virtuous a vehicle.
        But we are also a far-seeing corporations.  We recognize that the
Prius's distinctiveness may be a wasting asset for reasons outlined in this
letter.  Other motorist may see the Prius operator and think "sucker."  Our
lawyers advise us that this may affect your car's resale value.  Toyota
regrets any inconvenience.  We want you to know that Toyota remains
committed to advancing hybrid technology just as long as our customers are
willing to make it worth our while.  Our esteemed competitor, Nissan's Carlo
Ghosn, was recently quoted saying "There's such a buzz today that no CEO of
a car manufacturer dares to say his real opinion of hybrid technology
because he's accused of being retarded."
        Another esteemed competitor, GM, has suggested that hybrid
technology is best deployed in city buses, where large fuel consumption and
stop-and-go driving might actually make it economically viable.  These are
just two examples of the short-sighted, stick-in-the-mud marketing instincts
of our fellow automakers that are helping make Toyota the largest car
company in the world.

Yours truly,
        the Toyota Corporation

----- Original Message ----- 
From: "Paul Jager" <pjager at telus.net>
To: "V8 List" <V8 at audifans.com>
Sent: Monday, December 19, 2005 12:49 PM
Subject: RE: RE[V8] Lower Emissions

> Canada has a one tonne challenge re: my greenhouse emissions tonnage
(Kyoto
> Protocol) and the energy I expend for transportation & activities is
massive
> and pretty ridiculous if you think about it.
>
> Porsche GTS 5.4 L
> Ski Nautique Boat 5.7L
> Audi V8Q 4.2L
>
> One might think "sell" the car etc. and go hybrid. However that doesn't
> change the global emissions inventory any. Crush the cars and go hybrid,
> that does make sense.
>
> But I don't want to go that drastic.  So the option is to eek the best
fuel
> mileage out of the cars and use the boat less!! I might prop it down too.
>
> My plan is to use the energy saving oil across the board - the 5W30 stuff.
>
>
>
> >>>>Devansky
> Sent: December 15, 2005 11:05 PM
> To: V8 List
> Subject: Re: RE[V8] Lower Emissions
>
>
> Okay, so the big question on my mind is why?
>
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