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Like it or not, Americans will continue to need and want variety, including pickups and SUVs. Nobody forces cars and trucks on consumers. They vote with their wallets.
There are those who attach a variety of ulterior motives to Toyota’s position, are unhappy that we sell pickup trucks and SUVs, or distrust that we are working with other automakers to help set industry environmental direction.
Friedman calls for Toyota to be a leader. We are leading. Toyota has endorsed higher CAFE standards for years. Recently the Union of Concerned Scientists noted that "Toyota is the only major automaker to consistently improve global warming performance since 2001, thanks to hybrids and better conventional technology." And our passenger-car lineup has the highest CAFE rating in the industry.
As one of the few members of both industry trade organizations, the Alliance of Automobile Manufacturers and the Association of International Automobile Manufacturers, Toyota has worked behind the scenes to help gain unprecedented support among arch-rival companies for the best standards that can reasonably be met.
Automakers get it this time, calling for up to a 40% increase to 35 mpg by 2022, the first increase since 1985. In a business where product plans are set six, eight and even 10 years in advance, 2022 is closer than it would appear.
When was the last time any industry asked for a mandate requiring costly changes to product lineups going against the known buying habits of 16 million customers per year? Wouldn't it be great if the airline industry, our public utilities, railroads and trucking companies came to the table requesting low carbon emission mandates?
Automakers are now pulling in the same direction, and Toyota believes it has helped lead the industry in that very positive direction. But you can't bankrupt the industry if you want it to invest in our environmental future.
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