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Toyota, Morgan Spurlock say hydrogen can be bullsh*t

Toyota wants the world to know that it's not full of crap about hydrogen as the future of fuel. Months before the Mirai arrives at dealers on the West Coast, the automaker is trying to get the word out through documentary series called Fueled by Everything. In the first episode, director Morgan Spurlock (best known for Super Size Me) shows how to make the futuristic fuel cell sedan run on a load of dung. After some processing, anyway. The whole point of the series is to show viewers the myriad sources available to generate hydrogen, and Toyota starts at an attention-grabbing extreme. A pickup truck takes a bed full of cow manure and demonstrates the steps needed to make it into hydrogen for the Mirai. Of course, the new model gets lots of screen time, too. For those in the audience curious to learn more, Toyota also digs a little deeper into the generation process on the series' website. Fueled by Bullsh*t Toyota Taps Morgan Spurlock to Direct First Video in "Fueled by Everything" Series TORRANCE, Calif. (April 22, 2015) – Sometimes reality stinks. Toyota has tapped award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles "bullsh*t" isn't far from the truth. "Fueled by Bullsh*t" is the first online video in a multi-part "Fueled by Everything" series aimed to educate a broad audience about the innovative ways hydrogen fuel can be made from renewable sources. Spurlock directed the 3-minute piece which features a dairy farmer and mechanical engineer as they follow cow manure from a mooing supply source to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai. "This project gave us the opportunity to dive into a world that most people don't understand but has the potential to change our world," said Spurlock. "Witnessing manure, something most of us view as being pretty disposable, being transformed into hydrogen fuel to power a car was pretty remarkable. I think this short film is pretty compelling evidence of what could be possible in the years ahead." Beyond high quality dung, hydrogen can be manufactured from other renewable energy sources like solar, wind and biogas from landfills. These production methods can result in a domestic and locally sourced fuel that powers the Mirai while emitting only water vapor from the tailpipe. The multi-series video campaign is launching through the Toyota Mirai website (www.toyota.com/mirai) and additional digital properties with paid online media support.

2013 Toyota Camry Hybrid

Giving Vanilla A Good Name
"Vanilla." Taken in modern context, that's not a compliment, but it should be. Vanilla actually has exotic origins, and as spices go, only saffron is more costly. Despite the realities, calling something "vanilla" is not whistling in admiration. The Toyota Camry has been called "vanilla" countless times since its debut, but both the car and the bean have something up their sleeves.
Scoff all you want, but vanilla is the most popular ice cream flavor, and there is no mainstream sedan that outsells the Camry. Apparently, vanilla has an underlying tinge of filthy lucre. We didn't feel rich, exactly, wheeling around in the Camry Hybrid, but we came away impressed, nonetheless.

Toyota goofs again in latest Mirai fuel cell ad

In the "gotcha" culture engendered by social media and viral campaigns, it looks like Toyota got, well, got. The Japanese automaker is starting a campaign for its Mirai fuel-cell vehicle, and included a line about the fact that the car "breathes in air." Of course, all light-duty vehicles do that, as Jalopnik's Opposite Lock happily pointed out. Jalopnik added that even electric vehicles have an air intake for their heat exchangers. Oops. It looks like Toyota doesn't think this message is wrong, since the image is still up on the company's Google+ page. The Mirai can still lay claim to something that may impress the layman in that it emits only water vapor from its tailpipe. It's a pitch Toyota started making to Americans last November when the company said it would start Mirai sales this year in California. Toyota's charging an MSRP of $57,500 for those looking to buy the car outright or a three-year lease rate of $499 a month for 36 months (with $3,649 due at signing) for those to want to lease the car. Toyota also said in January that it would ramp up Mirai production to about 2,000 vehicles in 2016 from about 700 this year, as it expands distribution into Europe and the US. In the US, refueling the hydrogen will be free. Just like the chemistry lesson from Opposite Lock. Related Videos: