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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.

Autoblog Minute: VW finds CO2 'irregularities', Takata dropped by automakers, SEMA recap

Volkswagen's diesel emissions scandal gets a new wrinkle, US regulators hit Takata Corporation with a substantial fine, and we head to Las Vegas for a look at tuner paradise at the 2015 SEMA show. Autoblog senior editor Greg Migliore reports on this edition of Autoblog Minute Weekly Recap. Show full video transcript text [00:00:00] Volkswagen's diesel emissions scandal gets a new wrinkle. US regulators issue a significant fine to Takata Corporation. And we take a peek inside tuner paradise at the 2015 SEMA show. I'm senior editor Greg Migliore and this is your Autoblog Minute Weekly Recap. The VW diesel emissions scandal, first brought to light in September, gets a new wrinkle, as an internal investigation by the German automaker revealed [00:00:30] irregularities in CO2 emissions that could affect approximately 800,000 vehicles. VW estimates the issue could pose a 2-billion euro economic risk. VW claims that most of the vehicles affected have diesel engines, but industry analysts say a 1.4-liter gas engine is also affected. VW says that fuel consumption figures were set too low during the CO2 certification process. During all of this, sales of some diesel-powered Volkswagen, Audi, and Porsche models [00:01:00] have been halted. Takata Corporation is back in the news in connection with its deadly airbag scandal. Federal regulators fined Takata $70 million. If the parts supplier does not comply, the fine could balloon to $200 million. Takata was also dropped this week by its biggest customer, Honda. And now, Toyota and Mazda will be following Honda's lead in dropping Takata. We're also hearing that Mitsubishi and Subaru are considering a switch in air-bag inflator suppliers. SEMA 2015 [00:01:30] came and went. We saw offerings from Mopar, like the AWD Challenger concept. Honda unveiled a Ridgeline that it will race at the Baja 1000, which gives us a hint at what future production model could look like. The celebrity presence was also felt in Vegas as it always is. Kid Rock brought a Duramax Diesel Chevy Silverado, and Acura restored and presented Ludacris with his now famous 1993 Acura Legend. Those are the highlights from the week that was. Be sure to come back on Saturday for my full recap, [00:02:00] where I'll have some added insight into Hyundai's foray into the luxury sector. For Autoblog, I'm Greg Migliore. Autoblog Minute is a short-form video news series reporting on all things automotive.

Toyota TRD Pro lineup coming next week

A mysterious Toyota commercial recently popped up on YouTube teasing a new TRD Pro lineup for the Tundra, Tacoma and 4Runner, and now we're getting our first official word straight from the automaker on the matter. Courtesy of its Facebook page, Toyota is promising that the TRD Pro models will be introduced on February 6th, ready to "conquer the great outdoors."
This date just so happens to mark the first day of the always-truck-friendly Chicago Auto Show, so while Toyota isn't saying as much, we're almost certain the trucks will show up next week in the Windy City. It's not clear what sort of upgrades TRD Pro brings, but it definitely includes black wheels and a tweaked front end featuring a thick, single-bar grille and bold lettering in place of the stylized Toyota logo (shown above on the Tundra).
Scroll down to see the video, and head over to Toyota's Facebook page to see a teaser image of the 4Runner TRD Pro.