Toyota is still greenwashing after change in leadership
Toyota is still continuing its old ways of greenwashing and opposing electric vehicles, despite a change in CEO earlier this year from anti-EV stalwart Akio Toyoda to former Lexus chief Koji Sato, who had promised a more EV-friendly approach.
Toyota has a long history of opposing electric vehicles, both through lobbying and disinformation in its marketing. The company has consistently been the most obstructive global automaker when it comes to electrification and among the slowest to scale up its EV efforts.
Most of this opposition came under the previous CEO, Akio Toyoda. But earlier this year, Toyota seemed to finally recognize that these efforts were unproductive and replaced Toyoda with new CEO Koji Sato, citing Toyoda’s specific failure to adapt to the electric vehicle movement.
This gave some hope for Toyota, whose previous path threatened not just Toyota itself but potentially the entire Japanese economy, given its importance as the largest company in the country. That path has already seen it getting squeezed out of the world’s largest auto market due to a lack of EVs to sell.
Many organizations called for Toyota to change its path when Sato came into leadership. And there has been some movement. Sato seems to be making some moves to increase EV production, but then again, the company cut its already pathetic near-term EV sales forecast by 40% earlier this month. And just last month, Toyota did make an enormous investment into its planned US battery plant – $8 billion is nothing to scoff at.
But the better part of a year after Sato’s appointment, Toyota is still up to its same old marketing tricks, trying to confuse the public into thinking its gas guzzlers make it a leader in green technology.
Toyota does this through its marketing campaigns and material, which confuse conventional hybrids – which run 100% on gasoline and gain no energy from any other nonfossil, nonpolluting source – with electric vehicles, which can run on nonfossil sources. It also focuses on unrealistic distant-future solutions, which seem to exist only to push timelines back.
Public Citizen recently confronted Toyota at the LA Auto Show encouraging the company to electrify. We talked to East Peterson-Trujillo, Public Citizen’s Clean Vehicles Campaigner, about what Toyota and Sato have been up to in the last year, and they pointed out some of the greenwashing Toyota has still been up to.
For example, Toyota has changed its badging to say “HEV” in place of “hybrid” as it has said in the past.
To be clear, hybrids are not EVs. While it is industry/scientific parlance to refer to hybrids in this way (along with FCEV for fuel cell, PHEV for plug-in hybrid, and BEV for battery electric vehicle), it is not the way the public refers to them, and Toyota knows this and has made the change to cover up its inability to make EVs. The public thinks that “EV” means electric vehicle, specifically battery-electric vehicle, and the conventional hybrids that make up a majority of Toyota’s “electrified” vehicle sales are not electric at all.
And that brings up another problem. Toyota’s extensive use of the word “electrified” is another misleading claim it uses to confuse consumers. This word is used by other automakers as well, but Toyota has crafted an entire marketing campaign around it – which it launched in September, well after the change in CEO.
The marketing campaign is called “electrified diversified,” and it is Toyota’s attempt to push vehicles that are entirely powered by fossil fuels as if they are an important part of an automaker’s strategy toward carbon neutrality.
But, again, hybrid vehicles like the (non-plug-in) Prius run entirely on gasoline. There is zero energy that enters the car system that is not put there by limited and polluting fossil fuels, of the kind that contributes to millions of deaths globally per year. You cannot power a Prius on carbon-neutral energy, and a Prius is not zero-emission.
Toyota also has another campaign, “Beyond Zero,” which explicitly wants to “shift the conversation” from advocating for EVs to gas-guzzling hybrids instead.
Big picture, the “Beyond Zero” campaign aims to shift the conversation about electrification from the auto industry’s narrow focus on battery-electric vehicles (BEVs) to a broader perspective that encompasses Toyota’s more ambitious — and some would say more realistic — portfolio approach to transitioning away from internal combustion engines. That includes hybrid EVs, plug-in hybrid EVs, fuel cell EVs and battery EVs.
-Toyota’s marketing BS
We’re not sure how going to a more polluting solution, hybrids, is somehow “beyond “zero – so chalk that one up to Toyota lying about how science works once again, lying as its chief scientist does quite often.
The worst part is that Toyota’s BS is spreading. Ram recently described its plug-in hybrid as an “unlimited range” EV, echoing Toyota’s illegal “self-charging hybrid” claim. And we also noticed at the LA Auto Show that Kia was using “HEV” badging on its new gas-powered hybrid Sorento, which is a shame given that Kia actually has some great EV offerings, unlike Toyota.
Thankfully, Toyota has faced pressure from shareholders to improve its business in the face of climate change and a shifting automotive industry, but so far has not relented to this pressure and is continuing on its old path. It has also faced boycotts, and Toyota vehicles are the brand most likely to be traded in when people buy an EV.
While in 2022 Toyoda was confirmed as CEO with over 95% of the vote, that vote share dropped to 85% when he was reelected as chair of the board in 2023. Both are high numbers, but that’s a significant change in support over the course of the year, and it’s quite rare for shareholders to vote against the board’s recommendation in just about any case.
We’d love to see Toyota stop pushing its anti-environment agenda through marketing – and we think that it still has an opportunity to do so with the new CEO – but the better part of a year in, it simply hasn’t made nearly enough progress.
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GM has scrapped plans to build $55 million hydrogen fuel cell factory in Detroit, triggering a tsunami of headlines about the General’s future plans for hydrogen. The reality? GM isn’t scaling back its hydrogen efforts. It’s thinking bigger.
The reports of my death are greatly exaggerated.
MARK TWAIN (sort of)
Like the great Sam Clemens, there seems to be plenty of confidence in the greater automotive press that GM’s decision to cancel a $55 millions fuel cell plant on the former Michigan State Fairgrounds site in Detroit. That plant, a JV with Southeast Michigan’s Piston Automotive, would have created ~140 jobs and built compact hydrogen fuel cells for light- and medium-duty vehicles under the Hydrotec brand.
That plan, frankly, was never going to work. It was always a cynical incentive grab and the first fruits of GM’s Hydrotec efforts were so laughably far behind the state of the electric art that the facts themselves blurred the line between satire and reality. Which, of course, didn’t matter – as long as the incentive money (Biden’s Department of Energy awarded GM $30 million in grants for the State Fairgrounds plant) kept flowing.
The new Trump Administration put an end to that flow last week, however, terminating 321 financial awards for clean energy worth $7.56 billion.
“Certainly the decisions of the DOE are an element of that overall climate but not the only driver,” explained GM spokesperson, Stuart Fowle, in a statement. “We want to prioritize the engineering talent and resources and everything we have to continuing to advance EVs given hydrogen is in a different spot.”
That spot is heavy-duty, off-highway, maritime, and data centers.
Bigger trucks, bigger fuel cells
Instead of dying, GM is continuing on the hydrogen fuel cell it’s been on for literal decades – with no plans (publicly, at least) to shutter its Fuel Cell System Manufacturing joint-venture with Honda in Brownstown Township, MI.
That company is not just developing HFCs, they’re out there selling fuel cells today, to extreme-duty, disaster response, and off-highway equipment customers operating far enough off the grid that access to electricity is questionable and to data center developers for whom access to a continuous flow of energy is mission-critical.
Electrek’s Take
Fuel cells like the ones from GM and Honda will continue to seem like a good idea … for about as long as it takes the heavy equipment guys to watch a ZQUIP video.
SOURCE | IMAGES: Detroit News, FreightWaves, Yahoo!Finance.
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EVs are great, and can unlock more transportation convenience with the ease of charging at home. But for apartment-dwellers, this can be a complicated conversation. So a nonprofit called Forth is here to help, through its Charge at Home program.
One of the main benefits of an electric vehicle is in the convenience of owning and charging the car in the place it spends most of its time. Instead of having to go out of your way to fuel it, you just park it at home, in the same place it spends at least 8 hours a day, and you leave the house every day with a full charge.
But this benefit only applies to those with a consistent parking space which they can easily install charging at. When talking about owners who live in apartment buildings, it can sometimes get more complicated.
While certain states have passed “right to charge” laws to give apartment-dwellers a solution for home charging, apartment charging is nevertheless a bit of a patchwork solution so far.
And as a result of this, EV ownership among apartment renters lags behind that of single-family homeowners. It’s clear that apartments are holding back people from buying EVs, and that’s bad – lots of people live in apartments, and the gas those cars use pollutes the air just as much as any other.
Certain areas where EVs have hit a point of critical mass (namely, the large California cities) have pretty good EV ownership among renters, but it could still be better. And residents are clamoring more and more for easy EV charging in apartment communities.
So, Forth, a nonprofit advocating for equitable access to clean transportation, set up a program called Charge at Home, which is meant to connect renters, apartment building owners or other decisionmakers with resources to help install chargers at multifamily properties.
The site lets you select your situation – a resident or a decisionmaker for a new or existing multifamily development – and then gives you access to tools for your specific situation, whether you be a resident and developer.
The site houses links to help design a multifamily project, find electricians, inform you about right to charge laws or available incentives, and provide case studies, among others.
Charge at Home also hosts roundtable webinars periodically, and includes a library of past webinars with the information you need.
There are a lot of considerations for each of these projects, so it can be helpful to have someone with experience to help you go over it all. Personally, when talking to friends about getting an EV, charging considerations are usually the thing that takes up the bulk of the conversation.
So if the toolkits are still too daunting for you, Charge at Home is offering free charging consultations for multifamily developers, owners, property managers and HOAs.
The charging consultations will last through at least April 2026 – but it wouldn’t hurt to get your requests in soon. Forth may still offer consultations afterwards, but it all depends on funding availability (the program was previously funded by the Department of Energy, which has taken a turn). Regardless, the website will remain up for people to submit questions and find information, whether or not free consultations stick around.
But at the very least, as Forth points out, whether a multifamily development is interested in having EV charging at this moment or not, any developer should think about having the infrastructure, conduit and capacity ready to go for future install of EV chargers, and should consider the needs of current residents who are likely already considering EVs today.
It’s going to be necessary to install this capacity at some point, and doing so earlier can help save money down the line, make your development more attractive to renters today, and allow more renters to make the switch to cleaner transportation which helps air quality and to reduce climate change, both of which harm everyone on the planet.
Head on over to Forth’s Charge at Home site to get access to all the above resources – and to sign up for a consultation before the end of April if you’re a multifamily developer, owner, property manager or HOA.
Update: This article has been updated to account for an extension in program availability.
Electrek’s Take
I’ve long said that the only real problem with EVs is the problem of access to consistent charging for people who don’t have their own garage. Whether this be apartment-dwellers, street-parkers or the like, the electric car charging experience is often less-than-ideal outside of single family homes, at least in North America.
There are workarounds available, like charging at work, or using Superchargers in “third places” where you often spend time, but these still aren’t optimal. The best thing is just to charge your car wherever it spends most of its time, which is your home. When you do that, EVs outshine everything in convenience.
We’ve highlighted some projects before which showed how reasonable it can be to install charging for developments. Every project is going to have its complexities, but when you see projects like this condo complex that managed to install chargers for just $405 per parking spot, all of a sudden it becomes a no-brainer not to have EV charging.
But the fact is, there just aren’t enough apartment complexes out there which have EV charging. So if Forth’s Charge At Home program can help residents or landlords with that, it can go a long way towards solving the only real problem with EVs. Click here to check it out.
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Baltimore County, Maryland, just brought its first large-scale ground-mounted solar farm online, and it sits on what used to be the Parkton Landfill. The 213-acre site, once a symbol of waste, is now generating clean power that will cut costs, slash emissions, and turn an underused piece of land into a long-term energy asset.
Located north of Baltimore City, Baltimore County is one of Maryland’s largest and most populous counties, and its push toward renewables has major implications for the state’s climate and energy goals.
County Executive Kathy Klausmeier called the project a clear example of innovation meeting sustainability: “We are cutting costs for taxpayers and making investments that benefit our communities for decades.”
The new solar farm will provide around 11% of the Maryland county government’s annual electricity, producing roughly 8.2 million kilowatt-hours (kWh) in its first year. That’s the equivalent of avoiding greenhouse gas emissions from burning over 620,000 gallons of gasoline, powering more than 1,150 homes for a year, or driving 14 million fewer miles in gas cars, according to the EPA.
The 7 MW system includes four large solar arrays of 15,000 ground-mounted photovoltaic panels. It’s part of a growing trend in the US to repurpose capped landfills for renewable energy, turning dormant properties into productive clean energy sites.
Through a power purchase agreement with TotalEnergies, which owns and operates the system, Baltimore County will lock in reduced electricity rates for 25 years, with options to extend the contract for up to 33 years. That long-term deal protects taxpayers from future electricity price hikes while advancing local climate goals.
“Adding another large source of solar electricity to power our County’s facilities reflects our community’s values of making smart investments that take care of the health of our community and environment,” said Greg Strella, the county’s chief sustainability officer.
TotalEnergies Managing Director Eric Potts called the project a “powerful example of transforming underutilized assets into productive resources,” pointing to the dual benefits of cutting emissions and saving money.
Baltimore County’s next landfill solar project, at Hernwood, is expected to come online by 2028. Once that system is up and running, renewables will supply about 55% of the county government’s electricity use.
Read more: The Trump administration just killed the US’s largest solar project
The 30% federal solar tax credit is ending this year. If you’ve ever considered going solar, now’s the time to act. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here.
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