2008 Toyota Corolla Ce Sedan 4-door 1.8l on 2040-cars

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Toyota NA CEO says his excitement for hydrogen sedan is rising

Toyota has an undeniable vested interest in seeing its hydrogen sedan succeed when it goes on sale in the US next year, so it's no surprise that the company's North American CEO, Jim Lentz, says that he's got more hope for the car now than ever before. And if we remember ways that others in the company, like Bob Carter, have loudly sung hydrogen's praises, we have to assume that positivity is running awful high in Torrance. In fact, Lentz said that the US side of the company is far more excited by the H2 car than colleagues in Japan. Speaking at The Wall Street Journal's ECO:nomics conference in Santa Barbara, CA this week, Lentz said: After we've seen the product, understand its range, its driving dynamics, its refueling, we're a lot more bullish than Japan - probably about fivefold more bullish. It's just a question of how many can be produced now. Well, we've driven this car, and we still feel that Toyota is placing a big bet on the technology. One important issue is cost, but Lentz would not say exactly how much the car costs to make or what it will be priced at. He did say, though, that the production cost has dropped by 95 percent from the $1 million price tag the car wore ten years ago. That hints at a production cost of around $50,000. Lentz also said he thinks it will take at least a decade for hydrogen vehicles to hit sales of 500,000 per year in the US. Speaking to Bloomberg, he said: Their acceptance could get off to a quicker start than the hybrids did. I think you're going to see a lot more marketing of the concept of fuel cell much sooner than you did for hybrids, because basically the whole industry is behind it.

Toyota Supra ready for its retrospective video closeup

Our friends at XCAR have taken the time to train their lenses on the iconic Toyota Supra. With Toyota finally back into the performance car game, it seems only logical to remember one of the brand's most legendary sports cars. While we're all busy ladling praise onto the Scion FR-S and Subaru BRZ twins, it's important to remember that Toyota used to produce all manner of fun-to-drive machinery. The Supra once sat at the top of that list, its most recent iteration giving buyers the option of a ludicrous forced-induction inline six, gorgeous styling and plenty of presence.
Of course, the legend didn't stop once the Supra fell off American order sheets in 1998. Always an aftermarket darling, the Supra has gone on to become a tuner favorite in nearly every corner of grassroots motorsport. From drag racing to road racing and everywhere in between, the Supra is remains a force to be reckoned with nearly 15 years after it last prowled the US auto market. You can catch the tribute from XCAR below.

Toyota donates engineers, not money, to country's largest anti-hunger charity

Key to production of any kind is efficiency - the ability to achieve maximum productivity with minimal effort or waste. Toyota has become a master of efficiency, with streamlined manufacturing operations around the world. In fact, the Japanese brand has become so well known for efficient operations that it now offers consulting services for organizations and companies outside the auto industry.
It also offers the same consulting for non-profits, free of charge. The New York Times took an in-depth look at the transformative impact that Toyota's engineers had on the city's charities, including The Food Bank, the country's largest anti-hunger charity. The auto manufacturer helped revolutionize the way these organizations served the community, showing that there's more to corporate philanthropy than just donating money.
Head on over to the Times' website and give the story a read.