2014 Toyota Camry Se on 2040-cars

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2016 Toyota Mirai Fuel Cell Vehicle likely to get 60 MPGe

Toyota isn't talking about the Mirai's fuel economy just yet, but that doesn't mean we can't make an educated guess. And we do so by looking at the competition and knowing that the DOE says that "One kg of hydrogen is roughly equivalent to one gallon of gasoline." For now, the Mirai's H2 competition means the 2015 Hyundai Tucson Fuel Cell. It can carry 5.64 kg of hydrogen and has a range of 265 miles. If we do the division there (265/5.64) we get 47 miles per gallon equivalent (MPGe). The DOE says that the miles/kg values are 49 combined, 48 in the city and 50 on the highway while Hyundai lists the official MPGe estimates as 50 combined, 49 city and 51 highway. The simple math gets us pretty close to these official numbers. Or take the 2014 Honda FCX Clarity. With a range of 231 miles and a max of 3.92 kg of hydrogen on board, division gets us to 59 MPGe. Officially, it's rated at 59 miles per kg (combined), with 58 in the city and 60 on the highway. In other words, simple math is a reliable way to calculate rough MPGe. So, we know that the Mirai can hold five kilograms of hydrogen on board and that the car has a 300-mile range. We don't even need a calculator to figure out that the Mirai is looking at 60 MPGe. Interestingly, that might be what the next-gen Prius will get.

Buy a Toyota GT86 and your wife will hate you

Marketing can be a very strange business. Convincing a man or woman (or child, really) that they absolutely cannot live without the latest, greatest new bit of technology oftentimes takes a unique approach. In the "online film promoting the Toyota GT86" you'll see below, created by agency Happiness Brussels, men are reverse-psychologied into thinking a new sports coupe will make them more masculine by getting their loved ones to hate them. Or something like that. We think.
In any case, we suggest you watch the video below to see how much fun men can have with a GT86 - or Scion FR-S or Subaru BRZ, presumably - at the expense of their significant others. Fair warning: There's a potential Not Safe For Work moment in the ad: beware of a brief male butt shot about 44 seconds in.
Marketing. Gotta love it. Unless you're married to a man. Or something like that. We think. Whatever, just watch.

Honda scores big in Automobile Advertising of the Year Awards [w/videos]

This year the Detroit Auto Show didn't just celebrate the automobile, it celebrated how we find out about the automobile, too. Partnering The One Club, this year introduced the 2014 One Show Automobile Advertising of the Year Award to Cobo Hall, celebrating winners in five different categories of advertising: broadcast television, online, interactive, experiential, and print/outdoor. Winners in those categories were judged by 50 creative directors and journalists, while a Public Choice category was chosen from among nearly 20,000 online votes.
Honda walked off with three of the six awards, its Hands spot taking Broadcast honors, its Sound of Honda getting the Online category and Illusions winning Public Choice. Hyundai made the grade in Interactive with Driveway Decision Maker, Fiat captured Print/Outdoor with its "Letters" ad, and Toyota's Tundra Endeavor Campaign spot and BMW's A Window into the Near Future were co-winners for Experiential.
You can watch all of the press release and winning videos below or check out all of the finalists, announced last month, for a refresher.