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Toyota ad says fuel cell cars are inevitable

Toyota's confidence in H2 technology remains as strong as ever. The company has released a new commercial that says it's not a matter of if we all start driving hydrogen cars, but when. In fact, the 70-second spot calls 2015 the turning point for the alternative powertrain technology. Here's a bit of the voiceover for the animated spot, which to our eyes and ears comes off as more than a little defensive: There will be the naysayers. The handbrakes, who say that it can't be done. that it's unsafe. That there's no infrastructure to support it. Then there'll be the trailblazers. The first to put up their hand, and put down their foot. The bold few, driven to be remembered as those who made a difference. And perhaps, the ones that made all the difference. In the end, Toyota says, we're all going to be driving hydrogen cars, starting perhaps with the company's first H2 sedan which will go on sale next year. But, if the early comments on the video's YouTube page are any indication, then Toyota's might be a bit lonely driving down the hydrogen highway. Watch the ad below, then vote in our poll below and let us know what you think of Toyota's approach. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Toyota To Stop Building Cars In Australia

Toyota said Monday it will stop making cars in Australia by the end of 2017, spelling a final blow to auto manufacturing in the country, where car companies say high production costs and tough competition have crippled business conditions. Toyota's announcement, which will result in the loss of around 2,500 jobs, was widely anticipated, coming just two months after General Motors Co. said it would end production in Australia by 2017. Ford Motor Co. announced in May that it would cease Australian production in 2016. All told, some 6,600 manufacturing jobs will be lost between the three companies. Mitsubishi Motors Corp. stopped manufacturing in Australia in 2008. Toyota Motor Corp. said its decision was based on a combination of factors including the high Australian dollar, the high cost of manufacturing and competition. "We did everything that we could to transform our business," Toyota Australia CEO Max Yasuda said in a statement. "But the reality is that there are too many factors beyond our control that make it unviable to build cars in Australia." Toyota President Akio Toyoda delivered the news to workers at the company's Altona plant near Melbourne, where he paid tribute to 50 years of Toyota cars being built in Australia. "To now have to deliver this news to the very people we have worked so hard with, to the many people who have supported our production for so many years, is most regretful for Toyota and, for me personally, simply heartbreaking," he said. Toyota, which has been manufacturing cars in Australia since 1963, currently makes the Camry, Camry Hybrid and Aurion in the country. It will become a sales company. Industry Minister Ian Macfarlane said Toyota had not asked the government for any financial assistance in the lead-up to its decision. The government had subsidized auto manufacturing, hoping to keep the industry alive as it supports tens of thousands of jobs in other areas including auto parts. Holden, which is the Australian arm of GM, received 1.8 billion Australian dollars ($1.6 billion) in federal government assistance in the past 11 years. Auto makers in Australia produced about 178,000 cars in 2012, according to the International Organization of Motor Vehicle Manufacturers. Related Gallery AOL Autos Test Drive: 2014 Toyota Highlander Plants/Manufacturing Toyota

Toyota NA CEO says his excitement for hydrogen sedan is rising

Toyota has an undeniable vested interest in seeing its hydrogen sedan succeed when it goes on sale in the US next year, so it's no surprise that the company's North American CEO, Jim Lentz, says that he's got more hope for the car now than ever before. And if we remember ways that others in the company, like Bob Carter, have loudly sung hydrogen's praises, we have to assume that positivity is running awful high in Torrance. In fact, Lentz said that the US side of the company is far more excited by the H2 car than colleagues in Japan. Speaking at The Wall Street Journal's ECO:nomics conference in Santa Barbara, CA this week, Lentz said: After we've seen the product, understand its range, its driving dynamics, its refueling, we're a lot more bullish than Japan - probably about fivefold more bullish. It's just a question of how many can be produced now. Well, we've driven this car, and we still feel that Toyota is placing a big bet on the technology. One important issue is cost, but Lentz would not say exactly how much the car costs to make or what it will be priced at. He did say, though, that the production cost has dropped by 95 percent from the $1 million price tag the car wore ten years ago. That hints at a production cost of around $50,000. Lentz also said he thinks it will take at least a decade for hydrogen vehicles to hit sales of 500,000 per year in the US. Speaking to Bloomberg, he said: Their acceptance could get off to a quicker start than the hybrids did. I think you're going to see a lot more marketing of the concept of fuel cell much sooner than you did for hybrids, because basically the whole industry is behind it.