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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Japanese equipment giant Kubota brought 22 new or updated machines to the 2025 bauma expo earlier this year, but tucked away in the corners was a new retrofit kit that can help existing customers decarbonize more quickly, and more affordably.
No matter how badly a fleet may want to electrify, harsh economic realities and the greater up-front costs typically associated with battery electric remain high hurdles to overcome, but new retrofit options from major manufacturers are popping up to help lower those obstacles.
The latest equipment maker to put its name on the retrofit list is Kubota, who says its kit can be installed by a trained dealer in a single day.
That’s right! By this time tomorrow, your diesel-powered Kubota KX019 or U27-4 excavator (shown) could be fitted with an 18 or 20 kWh li-ion battery pack and electric drive motors and ready to get to work in a low-noise or low-vibration work environment where emissions are a strict no-no. Think indoor precision demolition or historic archeological excavation.
Then, if necessary, it can go right back to diesel power.
From diesel to electric and back again
If that sounds familiar, that’s because we’ve talked about a similarly flexible power solution from ZQUIP. The battery packs and diesel engines are much larger in that application, but the basic sales pitch remains the same: electric when it benefits your operation, diesel it doesn’t.
Kubota says its modular retrofit kits is a response to the increasing global demand for sustainable alternatives by focusing on making machinery that’s flexible and repairable enough to be “reusable,” and offer construction fleet managers a longer operational lifespan, superior ROI (return on investment), and lower TCO (total cost of ownership) than the competition.
Kubota’s solution also notably reduces maintenance costs and operational overheads. With no engine and associated components, servicing time and expenses are considerably reduced, saving customers both time and money. Additionally, with electricity costing far less than fossil fuels, it offers a highly economical advantage.
International Rental News reports that other changes to the excavators include a more modern cab controls with a digital instrument cluster, a 60 mm wider undercarriage for more stability, and an independent travel circuit allows operators to use the boom, dipper, bucket, and auxiliary functions without an impact on tracking performance.
Kubota’s new kit, first shown at last year’s Hillhead exhibition in the UK, will officially be on sale this summer – any day now, in fact – though pricing has yet to be announced.
Electrek’s Take
If you’re wondering how it is that we’re still talking about bauma 2025 a full quarter after the show wrapped up, then I haven’t done a good enough job of explaining how positively massive the show was. Check out this Quick Charge episode (above) then let us know what you think of Kubota’s modular power kits in the comments.
SOURCE | IMAGES: Kubota, via International Rental News.
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Elon Musk isn’t happy about Trump passing the Big Beautiful Bill and killing off the $7,500 EV tax credit – but there’s a lot more bad news for Tesla baked into the BBB. We’ve got all that and more on today’s budget-busting episode of Quick Charge!
We also present ongoing coverage of the 2025 Electrek Formula Sun Grand Prix and dive into some two wheeled reports on the new electric Honda Ruckus e:Zoomer, the latest BMW electric two-wheeler, and more!
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Environment
FERC: Solar + wind made up 96% of new US power generating capacity in first third of 2025
Solar and wind accounted for almost 96% of new US electrical generating capacity added in the first third of 2025. In April, solar provided 87% of new capacity, making it the 20th consecutive month solar has taken the lead, according to data belatedly posted on July 1 by the Federal Energy Regulatory Commission (FERC) and reviewed by the SUN DAY Campaign.
Solar’s new generating capacity in April 2025 and YTD
In its latest monthly “Energy Infrastructure Update” report (with data through April 30, 2025), FERC says 50 “units” of solar totaling 2,284 megawatts (MW) were placed into service in April, accounting for 86.7% of all new generating capacity added during the month.
In addition, the 9,451 MW of solar added during the first four months of 2025 was 77.7% of the new generation placed into service.
Solar has now been the largest source of new generating capacity added each month for 20 consecutive months, from September 2023 to April 2025.
Solar + wind were >95% of new capacity in 1st third of 2025
Between January and April 2025, new wind provided 2,183 MW of capacity additions, accounting for 18.0% of new additions in the first third.
In the same period, the combination of solar and wind was 95.7% of new capacity while natural gas (511 MW) provided just 4.2%; the remaining 0.1% came from oil (11 MW).
Solar + wind are >22% of US utility-scale generating capacity
The installed capacities of solar (11.0%) and wind (11.8%) are now each more than a tenth of the US total. Together, they make up almost one-fourth (22.8%) of the US’s total available installed utility-scale generating capacity.
Moreover, at least 25-30% of US solar capacity is in small-scale (e.g., rooftop) systems that are not reflected in FERC’s data. Including that additional solar capacity would bring the share provided by solar + wind to more than a quarter of the US total.
With the inclusion of hydropower (7.7%), biomass (1.1%), and geothermal (0.3%), renewables currently claim a 31.8% share of total US utility-scale generating capacity. If small-scale solar capacity is included, renewables are now about one-third of total US generating capacity.
Solar is on track to become No. 2 source of US generating capacity
FERC reports that net “high probability” additions of solar between May 2025 and April 2028 total 90,158 MW – an amount almost four times the forecast net “high probability” additions for wind (22,793 MW), the second-fastest growing resource. Notably, both three-year projections are higher than those provided just a month earlier.
FERC also foresees net growth for hydropower (596 MW) and geothermal (92 MW) but a decrease of 123 MW in biomass capacity.
Taken together, the net new “high probability” capacity additions by all renewable energy sources over the next three years – i.e., the bulk of the Trump administration’s remaining time in office – would total 113,516 MW.
FERC doesn’t include any nuclear capacity in its three-year forecast, while coal and oil are projected to contract by 24,373 MW and 1,915 MW, respectively. Natural gas capacity would expand by 5,730 MW.
Thus, adjusting for the different capacity factors of gas (59.7%), wind (34.3%), and utility-scale solar (23.4%), electricity generated by the projected new solar capacity to be added in the coming three years should be at least six times greater than that produced by the new natural gas capacity, while the electrical output by new wind capacity would be more than double that by gas.
If FERC’s current “high probability” additions materialize, by May 1, 2028, solar will account for one-sixth (16.6%) of US installed utility-scale generating capacity. Wind would provide an additional one-eighth (12.6%) of the total. That would make each greater than coal (12.2%) and substantially more than nuclear power or hydropower (7.3% and 7.2%, respectively).
In fact, assuming current growth rates continue, the installed capacity of utility-scale solar is likely to surpass that of either coal or wind within two years, placing solar in second place for installed generating capacity, behind only natural gas.
Renewables + small-scale solar may overtake natural gas within 3 years
The mix of all utility-scale (ie, >1 MW) renewables is now adding about two percentage points each year to its share of generating capacity. At that pace, by May 1, 2028, renewables would account for 37.7% of total available installed utility-scale generating capacity – rapidly approaching that of natural gas (40.1%). Solar and wind would constitute more than three-quarters of installed renewable energy capacity. If those trend lines continue, utility-scale renewable energy capacity should surpass that of natural gas in 2029 or sooner.
However, as noted, FERC’s data do not account for the capacity of small-scale solar systems. If that’s factored in, within three years, total US solar capacity could exceed 300 GW. In turn, the mix of all renewables would then be about 40% of total installed capacity while the share of natural gas would drop to about 38%.
Moreover, FERC reports that there may actually be as much as 224,426 MW of net new solar additions in the current three-year pipeline in addition to 69,530 MW of new wind, 9,072 MW of new hydropower, 202 MW of new geothermal, and 39 MW of new biomass. By contrast, net new natural gas capacity potentially in the three-year pipeline totals just 26,818 MW. Consequently, renewables’ share could be even greater by mid-spring 2028.
“The Trump Administration’s ‘Big, Beautiful Bill’ … poses a clear threat to solar and wind in the years to come,” noted the SUN DAY Campaign’s executive director, Ken Bossong. “Nonetheless, FERC’s latest data and forecasts suggest cleaner and lower-cost renewable energy sources may still dominate and surpass nuclear power, coal, and natural gas.”
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