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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:

Toyota might stop importing certain models if tariffs imposed

In case you hadn't heard, the entire automotive industry, both domestic and foreign, is very much against the automotive tariffs proposed by the Trump administration. And while the industry is lobbying hard against such tariffs, companies are also having to consider what to do in the event they are passed. CEO of Toyota's North American operations, Jim Lentz, told Bloomberg that the company will certainly be reconsidering its strategy in the event of tariffs between 10 and 25 percent the cost of the car. He told the news outlet that, depending on how high the tariffs are, Toyota might just increase the price of some models, or stop importing them altogether. Toyota does build a large number of its cars here in the United States. The Toyota Camry, Avalon, Tundra, Highlander, Sequoia, Sienna models are all built here, as well as some Tacomas, Corolla sedans, and Lexus ES sedans. Many of those vehicles are big sellers for Toyota, too, so that's good for the company. But many other Toyotas are built outside the country. The Toyota RAV4, Prius range, C-HR, Corolla hatchback, Land Cruiser, 86, Yaris, Yaris sedan, Mirai, 4Runner, and the entire Lexus line are built in other countries. Some of these imports we're sure are safe no matter how high the tariffs might be. The RAV4 is the company's biggest seller, and the Prius sells well, too. Even if the Prius wasn't selling so well, the company would probably still sell it simply because it's an image builder. Somewhat related, we imagine Toyota would continue offering a handful of Mirais. The 4Runner, C-HR and Corolla hatchback would probably be safe, too. If these models stick around after potential tariffs are imposed, expect their prices to increase. But in the Toyota line, anything that's not selling well and has tight margins is probably doomed. Chief among them are the French-built Yaris hatchback and the Mexican-built Yaris iA sedan. Both cars have terrible sales, and being low-end cheap cars, they'll only sell worse with higher prices, and Toyota will lose money if it has to eat the tariff. The 86 is a similar situation in which it's a niche vehicle that has had weak sales and is being sold at a relatively low price. The Land Cruiser could go either way. It sells in small numbers, but it's already extremely expensive and continues to sell. Buyers might not be put off by spending some more.

Toyota Yaris Hybrid-R zips in on its way to Frankfurt

Toyota has been known to make some exciting cars over the years, but its hybrids, well... let's just say a Prius appeals to a different kind of buyer. The TS030 Hybrid LMP1, on the other hand, now that's more our speed. And at the Frankfurt Motor Show next week, the Japanese industrial giant will bridge the gap with the concept car you see here. Previewed in bits and pieces along the way, Toyota has now revealed the full details and array of photos of its new Yaris Hybrid-R concept. And what the full picture reveals is a Prius C that's gone to the gym - or more appropriately, the track.
Powering this little pocket rocket is TMG's Global Racing Engine: a 1.6-liter inline-four with direct injection and a Garett turbocharger to drive 300 horsepower to the front wheels through a six-speed sequential gearbox. A pair of electric motors provide an extra 60 hp to each of the rear wheels for a combined output of 420 hp and through-the-road all-wheel drive. A third 60hp electric motor serves as traction control under acceleration and acts as a generator under braking to feed the TS030-derived super capacitor that boasts a higher power density and faster charge/discharge speed than a traditional battery. The system can provide a 40-horse boost for ten seconds in Road mode, or the full 120hp for five seconds in Track mode.
Though based on the three-door Yaris, there'd be no mistaking this for any ordinary econo-hatch. 18-inch TRD alloys with Michelin Pilot Sport Cup tires pack the wheel wells and a wider grille dominates the front fascia, while black and blue trim contrast sharply with the white bodywork. The rear pillar incorporates a quick-fill competition-spec fuel cap, LED daytime running lights illuminate the way and oversized brakes keep it all under control. The interior boasts Recaro racing buckets in black leather and blue Alcantara. There's more to digest in the press release below, but the bottom line is that if this is where Toyota is taking its hybrids, we want to climb into the driver's seat, and we're looking forward to seeing the concept in the flesh next week.