At this year’s New York Auto Show conventional vehicles were well represented, but quietly shouting its potential to one day usurp them all was Toyota’s Fuel Cell Vehicle Concept.
Or rather, a bold declaration for fuel cell vehicles was made by one of the largest banners prominently positioned high toward the atrium ceiling of the Jacob K. Javits Convention Center, along with other signs strategically placed:
“Let’s go for a ride,” said Toyota’s message with a picture of the FCV Concept, “We’re setting the next 100 years in motion.”
The next 100 years?
The company that gave the world the Prius did show vision before, but it does not yet even have a fuel cell vehicle in production. Hydrogen has been discussed and delayed by various automakers for years, efforts by Honda and Hyundai have so far only just made a small dent, and is Toyota now making predictions for the next 10 decades?
As true today as it ever was, consumers are accustomed to – shall we politely say – exuberant marketing verbiage, but we asked Toyota, does it fully intend what this sign appears to imply?
Essentially, Toyota says, the answer could be yes, no, or maybe.
This we learned in an interview with the company’s Vice President of External Communications, Mike Michels, who did temper the outlook on hydrogen, while holding out the possibility of its mass acceptance, as implied.
To take some of the edge off the banner’s sharp declaration, Michels said he was not even sure Toyota originated the “100 years” statement, and of course it does not know the future, but will be ready in any case.
“I do think it is correct to say Toyota takes a very, very long view and we are preparing for peak oil and all of the other demands that society is going to have and also the impact of our products on society and maintaining mobility,” said Michels. “Toyota overall looks at itself as a mobility company, not necessarily as a car company.
“We think fuel cells and hydrogen have a lot of benefits and a lot of potential, but again it is a long view.”
hybridcars