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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.

Toyota outpaces Detroit rivals in profitability per vehicle

As the world's highest volume automaker in 2014, you would probably expect Toyota to project a healthy financial outlook for the end of its fiscal year on March 31. But thanks in large part to the weak value of the yen and a large number of export vehicles, the automaker could make about four times more than General Motors, despite selling just a few hundred thousand more cars than its Detroit competitor last year. Toyota forecasts the equivalent of $24.5 billion in earnings for the fiscal year, compared to $6.5 billion from GM in 2014. According to an analysis by The Detroit News, the Japanese automaker is expecting average earnings of $2,726 on each vehicle it sells, versus $994 from Ford and $654 from GM. The key to this massive success has less to do with Toyota's products and much more in the company's location. The yen's value to the dollar is at its lowest point in decades. Also, according to The News, the automaker exports about 45 percent of its Japan-assembled vehicles, meaning bigger profits in the conversion to foreign currencies. Coupled with strong demand in the US, and the business looks even better. Automakers in the US are peeved by Toyota's currency-based boost. According to The News, there are allegations of manipulation of the yen's value, and Ford president of the Americas Joe Hinrichs calls the problem the "major trade barrier of the 21st century." He thinks the Japanese companies are making about $2,000 per exported vehicle due to the conversion. Intriguingly, it wasn't that long ago when Japanese automakers were moving operations from the country due to the strong value of the yen to the dollar curtailing profits. Infiniti shifted production, and there were fears that Toyota might close some of its factories, as well. Related Video: News Source: The Detroit NewsImage Credit: Shizuo Kambayashim / AP Photo Earnings/Financials Plants/Manufacturing Toyota toyota earnings toyota profit

Toyota Mirai hydrogen car on sale in Europe by end of summer

Want to see Toyota hydrogen fuel cell vehicles cruising down the Autobahn? It could happen as soon as September. Benz and Bimmer drivers, beware. The Japanese automaker, which started hometown sales of its hydrogen fuel-cell electric Mirai in December, will expand distribution of its first mass-produced fuel-cell car to Europe by September. The first three countries Toyota is targeting are the UK, Denmark and Germany, and the price will be 66,000 euros ($73,000). The caveat, of course, is that this is going to be a low-volume affair (a maximum of 100 cars per year for this year and next) and that the rest of the Continent won't get the Mirai until 2017. Toyota, which is showing off the Mirai at the Geneva Motor Show, will start California deliveries of the Mirai later this year, pricing it at $57,500 for those who want to buy and $499 a month for those who prefer to lease. Toyota also said in January that it would bump Mirai production to about 2,000 units in 2016, up from 700 this year. Toyota is spending about $168 million for that production increase, necessitated in part by the European plans. The Mirai delivers 153 horsepower and has goodies such as lane-departure alerts and collision-avoidance systems, along with the zero-emission hydrogen fuel cell powertrain, of course. Check out Toyota's press release below. Related Videos: Show full PR text Mirai Fuel Cell Sedan European premiere Brussels, Belgium - While sales1 have already started in Japan since last December, the new Toyota Mirai will be launched in Europe by the end of the summer. The Geneva motor show is its first public display in Europe. The Mirai2 signals the start of a new age of vehicles. Using hydrogen - an important future energy source - as fuel to generate electricity, the Mirai achieves superior environmental performance with the convenience and driving pleasure expected of any car. The Mirai uses the Toyota Fuel Cell System (TFCS), which features both fuel cell technology and hybrid technology, and includes Toyota's new proprietary FC Stack and high-pressure hydrogen tanks. The TFCS is more energy efficient than internal combustion engines and emits no CO2 or pollutants when driven. Drivers can also expect the same level of convenience as offered by gasoline engine vehicles, with a generous cruising range and a hydrogen refuelling time of about three minutes3.