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Japanese automakers welcome North American trade deal, fear what's next

TOKYO — Toyota, Nissan and Mazda welcomed on Tuesday the revised North America trade deal that left Japanese automakers unscathed, but they may face a bumpy ride when Washington and Tokyo hold new talks on over $40 billion of annual U.S. auto imports from Japan. The United States and Canada reached an agreement on Sunday to update the 1994 North American Free Trade Agreement after Washington had forged a separate trade deal with Mexico in August. The updated deal effectively maintains the auto industry's current footprint in North America, and spares Canada and Mexico from the prospect of U.S. national security tariffs on their vehicles. Mazda, which ships cars to the United States from Mexico and Japan, called the deal a "big step forward". Nissan, which makes the cars it sells in the United States locally as well as in Mexico, Japan and other countries, said it was "encouraged" by the agreement. Toyota, Japan's biggest automaker, said it was "pleased" that a basic deal was reached. Other automakers were not immediately available for comment. While the deal has removed the risk that the disintegration of the pact would have posed to automakers, bigger risks loom large for Japanese firms as a chunk of the roughly 7 million cars they sold in the U.S. last year were shipped from Japan, and a trade deal between Washington and Tokyo has yet to be agreed. The United States and Japan last week agreed to begin fresh trade talks, with U.S. President Donald Trump seeking to address Japan's $69 billion trade surplus, of which nearly two-thirds comes from auto exports. Washington is also investigating the possibility of slapping 25 percent tariffs on auto imports on national security grounds, although it has agreed with Japan to put any new tariffs on hold during the talks. Analysts say the United States may take a tougher stance on auto imports from Japan than from its neighbors. "If Japan requests an exemption from the 25 percent tariffs under consideration, Washington could propose a more strict cap on imports than it agreed to with Mexico and Canada," said Koji Endo, senior analyst at SBI Securities. "That would be a risk." This could be a big blow to Japan, as the United States is a key source of revenue for Japanese automakers including Toyota, Nissan and Honda. The U.S. market accounts for a quarter or more of their annual global vehicle sales, and of their total U.S.

Honda FCEV could be hiding EV, PHEV surprises in Tokyo

Honda has already detailed which vehicles it will bring to the Tokyo Motor Show next week, but we think there's something the automaker isn't telling us. We've been thinking about the company's various announcements regarding future powertrain plans, and we now think that the FCEV is going to house more than just a hydrogen fuel cell powertrain at some point down the road. We think that the upcoming pure electric and plug-in hybrid vehicles that Honda has talked about - but still hasn't shown hide nor hair of - will actually be based on the FCEV. The FCEV that's coming to Tokyo (pictured) has been toned down from the fanciful concepts that we saw in LA in 2013 (below) and 2014 and there's no reason why Honda couldn't be the first to offer one car with a truly wide variety of powertrains. It's already said that electric vehicles are a core technology, and while many automakers talk about how both plug-in and hydrogen cars are electric at heart, Honda could just be the first to prove it in a big way. Now, all that Honda has officially confirmed is that it will introduce the new electrified vehicles by 2018. Ryan Harty, Honda's manager of environmental business development, told AutoblogGreen earlier this year that, "We want to bring these vehicles [EV and PHEV] to market in significant volume." One way to make that feasible would be repurpose the FCEV to use a battery or a PHEV powertrain. We've got no proof of any of this, of course, but we think the logic makes sense. In any case, we're plenty excited to see what Honda reveals at the show. There is still plenty of time for the company's future plans to shift – the hydrogen car might not arrive until June of 2017, after all, with the other two due in 2018 – but we could learn a lot of specifics in Tokyo next week.

Automakers score 8 out of top 20 most-watched ads on YouTube [w/videos]

Who would have ever thought there'd be a day where people are able to skip television commercials only to go to websites to watch them later? Such is the joy of a DVR and YouTube. AdWeek tabulated the 20 most-watched ads on YouTube, and found that nine were car-related including eight coming from automakers.
Volkswagen continued its Star Wars theme with two ads in the top 20, including the highest-ranking car commercial The Bark Side spot at number three with almost 18 million views, which doesn't even have a single car in it. Some of our favorites are from Chrysler with Clint Eastwood in It's Halftime in America and House Arrest with Charlie Sheen for the Fiat 500 Abarth. Chevrolet, Honda, Audi and Toyota were the other automakers in the top 20, but we'd be remiss if we didn't at least mention one of the coolest ads on the list, the Hot Wheels corkscrew jump.
Of all the car videos, only the Fiat ad wasn't played during a Super Bowl. Check out all eight videos - in order - after the jump. Nike took the top spot with its My Time is Now ad that has been seen online more than 20 million times with Pepsi's Uncle Drew posted up in the runner-up; some of the other videos include four Old Spice commercials and an ad in which Snoop Dogg is pedaling Hot Pockets.