Toyota: We Need to Manage Expectations

Company warns carmakers risk long-term prospect of battery-powered cars by over-promising on what the technology can deliver.

Published: 24-Sep-2009

Toyota Motor Corp., the biggest seller of hybrid autos, said carmakers risk damaging the long- term reputation of battery-powered vehicles by over-promising on what the technology can deliver.

“Managing expectations is critical,” Michael O’Brien, Toyota’s U.S. corporate manager for advanced technology vehicle planning, said at a briefing in Sacramento, California, yesterday. “If consumers are disappointed, market adoption is not guaranteed and that can permanently harm the technology’s image and future market potential.”

Companies need to give accurate estimates for driving ranges and recharge times, particularly because battery-powered cars will be much more expensive than traditional gasoline models, O’Brien said. Toyota, Nissan Motor Co. and Tesla Motors Inc. are among carmakers planning battery-powered autos as environmental concerns spur demand for fuel-efficient vehicles.

<< PREVIOUSNEXT >>
RELATED NEWS ITEMS

Honda Insight drives 100,000 using UltraBattery

This new technology eliminates the need for additional electronic control and multiple energy storage devices.

Woman rides Schwinn Tailwind electric-assist bicycle along country bike path.

Toshiba's SCiB power technology will enable Tailwind owners to recharge their eBike in 30 minutes through a standard electrical outlet.

Mercedes-Benz S400 BlueHybrid will be equipped with Continental AG lithium ion batteries.

Continental has invested 3.3 million Euros (about $4.85 million) into the production site in Nuremberg, Germany.

READER COMMENTS

blog comments powered by Disqus