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Why Toyota's fuel cell play is one big green gamble

Imagine going to the ballet on Saturday evening for an 8 pm performance. The orchestra begins warming up shortly before the show, but it turns out the star performer isn't ready at the appointed time. The orchestra keeps playing, doing its best to keep the audience engaged and, most importantly, in the building. It keeps this up until the star finally shows and is ready to dance ... which turns out to be ten years later. That's a Samuel Beckett play. It's also how many observers, analysts, alt-fuel fans and alt-fuel intenders feel about the arrival of hydrogen fuel cell vehicles (FCVs) – the few of them who are still in the building, that is. Toyota's hydrogen development timeline rivals that of the US space program. In fact, within the halls of Toyota alone, research on FCVs has been going on for nearly 22 years, meaning that one company's development timeline for FCVs rivals that of the US space program – it was 1945 when Werner von Braun's team began re-assembling Germany's World War II V2 rockets and figuring out how to launch them into space and it wasn't until 1969 when a man set landing gear down on that sunlit lunar quarry. The development of the atom bomb only took half as long, and that's if we go all the way back to when Leo Szilard patented the mere idea of it, in 1934. Carmakers didn't give up on hydrogen in spite of the public having given up on carmakers ever making something of it, so there was a good chance that hydrogen criers announcing the mass-market adoption of periodic chart element number two one would eventually be right. Now is that time. And Toyota, not alone in researching FCVs but arguably having done the most to keep FCVs in the news, isn't even going to be first to market. That honor will go to Hyundai, surprising just about everyone at the LA Auto Show with news of a hydrogen fuel cell Tucson going on sale in the spring. The other bit of thunder stolen: while Toyota's talking about trying to get the price of its offering down to something between $50,000 and $100,000, Hyundai is pitching its date with the future at a lease price of $499 per month ($250 more than the lease price of a conventional Tucson), free hydrogen and maintenance, and availability at Enterprise Rent-A-Car if you just want to try it out. We've seen and driven Toyota's offering and we all know its success doesn't depend on cross-shopping, showroom dealing and lease sweeteners.

2015 Toyota Camry priced at $22,970*, Hybrid at $26,790*

We last saw the heavily revised 2015 Toyota Camry at the New York Auto Show earlier this year. Now, it's finally time for the best-selling car in the US to hit the roads in late September, and Toyota is announcing how much the updated model actually costs.
The basic Camry LE rings up for $22,970 (*not including a $825 delivery, processing and handling fee). That's up slightly from the base price of $22,425 for the 2014.5 LE, but the updated sedan has some 2,000 new parts, while also being 1.8 inches longer and boasting a 0.4-inch wider track. The rest of the trim levels include the SE for $23,840, sporty new XSE for $26,150 and XLE at $26,150. Opting for the V6 is the XSE and XLE bumps pricing to $31,370.
Separately, the Camry Hybrid gets its own LE, SE and XLE trims. The LE starts at $26,790 with a standard, power driver's seat and 4.2-inch information display. The SE for $27,995 gets an improved interior and the XLE at $29,980 has leather, heated front seats, LED running lights and more.

Toyota, Lexus will offer low-cost automated braking system

First, a technology gets better, then it gets a lot better, then it gets less expensive, then it gets a lot less expensive. Advanced driver safety and convenience systems are about to make that last step thanks to Toyota. Centered around a pre-collision braking system, there will be three suites of driver aids known as Toyota Safety Sense C (TSS C) for compact cars, Toyota Safety Sense P (TSS P) for midsized and premium cars, and Lexus Safety System+ (LSS+) for the luxury brand. TSS C pairs a camera with laser radar to provide a pre-collision system that prompts the driver to brake if it detects an impending accident, and can supply additional braking force and automatically brake between seven and fifty miles per hour. There are also Lane Departure Alert and Automatic High Beam. TSS P pairs a camera with more precise millimeter-wave radar. Starting with the three functions in TSS C, it adds pedestrian pre-collision capability and adaptive cruise control. This one will be available first, coming on the new RAV4 Hybrid and Avalon. TSS - either C or P - will expand to three more vehicles by the end of the year. The wallop is in the price: TSS C will be a $300 option, TSS P will cost $500. Compare the Ford Fusion SE, for instance - it's Driver Assistance Package comes with Lane Departure Warning, Automatic High Beams, it has Lane Keep Assist, Blind Spot and Cross Traffic Detection that neither TSS has, but doesn't have any autonomous braking feature. It costs $1,200, but requires you to add the Technology and Luxury Packages for a total price of $3,165. If you want Autonomous Cruise Control, that's another $995, for $4,160 in total. Instead of $300 or $500 on the Toyota. Lexus' LSS+ will come first on the new RX then spread to four more models by the end of this year, and cost between $500 and $635 to add as an option. It also uses a camera and millimeter-wave radar for its vehicle and pedestrian pre-collision system, lane departure warning and lane keep assist, automatic high beam, and auto cruise control. The similar package on a BMW X5, with no pedestrian component, is $1,200. Toyota says both safety suites will eventually be on "nearly all" of it products and all trim levels by the end of 2017.