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Here We Go Again: Lexus attacks EVs in new ad [UPDATE]

UPDATE: We got a comment from founding member of Plug In America Paul Scott on this ad. It's available below. The last time Lexus attacked plug-in battery vehicles in an ad, it had to apologize. The company is remaining on message, though, and has revisited a hybrid-vehicle advertising campaign that implies that driving a battery-electric vehicle is a big waste of time, because of all the charging you need to do. With the new spot, Lexus once again raised hackles of plug-in vehicle advocates because, once again, the accuracy is questioned. "The ad's message was that a consumer could [drive] a vehicle with advanced technology today, without sacrifice or change in habit." – Lexus spokesman Brian Bolain Lexus is running print ads (click to enlarge) in publications like Wired poking fun at EVs, the International Business Times says. Lexus highlights range anxiety in the spot, comparing the amount of time it takes to fully recharge an EV – and the idea that air conditioning and using the radio can shorten an EV's range – to the fun of just driving a Lexus. "The [print] ad was merely intended to paint a picture of life with a hybrid, which is basically no different from life with a traditional gas-powered vehicle, versus life with an EV, which can have challenges or at least uncertainties," Lexus spokesman Brian Bolain told AutoblogGreen. "In other words, at its core, the ad's message was that a consumer could participate in driving a vehicle with advanced technology today, without sacrifice or change in habit." The campaign picks up where Lexus's previous anti-EV campaign left off this spring. A website promoting Lexus's hybrids (and parent company Toyota's H2 vehicles) claimed that there was a hydrogen refueling infrastructure set up in 20 US states (not anywhere close to true). Plug-in advocates were also quick to note that higher-powered EV recharging systems can allow a plug-in to be recharged in far less than the four hours the Lexus site claimed. Of course, Toyota has a lot more skin in the game when it comes to hybrids and, starting next year, hydrogen fuel-cell vehicles than it does for plug-ins. Through August, the company sold just 842 RAV4 EVs and about 11,500 Toyota Prius Plug-in Hybrids in the US. That compares to almost 19,000 Nissan Leaf EVs and a Tesla Model S count that's likely close to that figure as well (Tesla breaks out neither monthly sales numbers nor US-only sales for the Model S).

Toyota investing $1 billion in Mexico plant

Toyota has announced plans to build a new factory in Mexico. The site, to be located in the state of Guanajuato, is set to open in 2019 following an investment of about $1 billion. The plant will be the first to make use of the Toyota New Global Architecture, and will (at least initially) focus on production of the Corolla. The compact sedan will continue being built in the United States at the Blue Springs, MS, site, consolidating Corolla production in the south. However Toyota's site in Ontario, Canada, will shift to "mid-sized vehicles of higher value," alongside the plants in Kentucky and Indiana, the automaker said. The Guanajuato site will be Toyota's second Mexican plant, joining the Tijuana plant that assembles the Tacoma – soon to ramp up to 89,000 units per year. Once the new Guanajuato plant comes on full steam, it is slated to produce around 200,000 units per year. It'll be the first site Toyota will open worldwide since it began focusing on utilizing the production capacity it already has. With 90 percent of its production capacity now in use, the Japanese auto giant is also planning to broaden its joint venture with Guangzhou in China as well. Toyota Invests in Competitive Plants - Emphasis on Sustainable Growth Strategy - New plant in Mexico and expansion of its GTMC joint venture in China Toyota City, Japan, April 15, 2015 - Toyota announced today that it will build a new plant in Mexico and expand its joint venture, Guangzhou Toyota Motor Co., Ltd. (GTMC), in China. These investments are grounded on its plans to construct production lines that are more competitive, with greatly reduced initial investment, improved efficiency, flexibility, environmental performance and safety. These "simple and slim" production lines can be easily lengthened or shortened depending on demand. Over-head conveyance devices are eliminated, compact equipment is installed on top of the plant floors, and paint-booths are smaller. The new plant in Mexico and the expansion in China will be designed to accelerate innovation by implementing these new technologies into real production lines. With today's announcement, Akio Toyoda, President of Toyota Motor Corporation said "This investment represents our long-held principles of continuous improvement and challenging ourselves to always do better. An increase in production does not mean an undisciplined pursuit of more. Toyota's expansion must be driven by providing ever-better-cars and our talented people.

Toyota ready to get dirty with new TRD Pro Series

To the general public, Toyota is often thought of as a maker of bland but dependable cars, crossovers and SUVs that get their owners and a whole herd of whatever from Point A to Point B. Generally speaking, they're fuel efficient, comfortable and affordable. What the general public may not realize, however, is that Toyota enjoys a very strong history of going off road, too. The legendary Land Cruiser arguably established the trend, helping explore remote parts of the globe, while various guerilla warfare outfits and world military branches have unwittingly joined up with the boys from Top Gear to help cement the Hilux pickup's reputation for invincible performance. Now, though, Toyota is launching a new line of trucks and SUVs in the US that are even more explicitly targeted at hitting the trails. Meet the TRD Pro Series.
Featuring the 4Runner, Tacoma and Tundra, each Pro Series vehicle features TRD-tuned springs with Bilstein shocks, a TRD front skid plate, a TRD shifter, black wheels, branded floor mats and a "TOYOTA" grille badge, the latter of which harkens back to classic models. TRD Pro Series vehicles will be offered in the new Inferno paint color shown above, as well as Black and Super White.
The Tundra benefits from softer TRD springs that also provide a two-inch lift and a better ride in the rough, while the truck itself rides on 18-inch wheels with Michelin ORP tires. Each truck gains an extra two inches of wheel travel in front and 1.25 inches in back, while a TRD dual exhaust should generate a nicer sound than the trucks's standard V8 engine. Finally, a unique interior with red contrast stitching freshen up the cabin. We wouldn't go so far as to call this a Ford F-150 SVT Raptor fighter - far from it, in fact - but it's a bit more off-road oriented than your average pickup.