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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 Pro/Celebrity Race Scion FR-S [w/video]

Toyota has been hosting its Pro/Celebrity race at the Toyota Grand Prix on Long Beach since 1977. The charity event, which has raised millions of dollars over the years, traditionally pits Hollywood celebrities against professional athletes (including race car drivers) on the full Grand Prix course in modified street vehicles. The short, sprint-style race is popular with the crowds as the amateur drivers race uninhibited - the result is an action-packed race with plenty of excitement and automotive... er... carnage.
Over the decades, the drivers have raced a variety of Toyota products including last year's front-wheel-drive Scion tC. But this year, Toyota announced at the Chicago Auto Show that the new rear-wheel-drive Scion FR-S would be stepping up to the plate. The good news only became better when Toyota Motorsports invited us out to Southern California's Willow Springs Raceway (the same circuit where the drivers train and practice) to be one of the first behind the wheel.
Driving Notes:

2014 Toyota Corolla shows its new Euro-spec nose [w/poll]

After tons of teasing, Toyota finally unveiled the all-new 2014 Corolla in the wee hours of the - at least to those of us here in the Midwest. The fresh new face of the US-spec car takes a number of cues from the Camry and Avalon sedans, and in S trim with the large alloy wheels and blacked-out front fascia, we'd even venture this is the most boldly styled North American Corolla to date (faint praise as that may be).
Of course, our friends in other markets will also be getting fully updated versions of the Corolla as well, and here, we're getting our first glimpse at the European-spec car, complete with a very different front fascia that, at least in this trim, seems to take a more conservative design approach. A quick poll of the Autoblog staff shows that we're torn as to whether or not we prefer this European look to our North American-specific car, but at least in the sporty-ish S trim, we think the Americans may have got the better end of the deal.
The Euro-spec Corolla actually shares a lot of its design with its larger platform-mate, the Auris, a car that we don't - and likely won't - get in the States. Inside, the European Corolla looks basically the same as the NA car, and while market-specific engines and specifications haven't been released yet, it's expected that the Corolla will share much of its dirty bits with the European Auris, as well.