Toyota advertises the new Yaris Hybrid the wrong way

2017 Toyota Yaris Hybrid commercial

It’s not the first time and won’t be the last that Toyota tries to push people away from electric cars while advertising their hybrids.

 

Toyota has been reluctant to adopt electric cars, since the company has invested huge resources in their hybrid technology to make internal combustion engine (ICE) cars more efficient. That’s what in essence plug-less hybrids are, just more efficient ICE cars.

In its latest commercial, Toyota UK praises the ability of the Yaris Hybrid to run without requiring to be charged.

 

 

Yet, if you think that the commercial above by Toyota UK is bad, Toyota Portugal managed to do worse. In its Portuguese commercial, Toyota says that the Yaris Hybrid can run 50 % of the time in electric mode, all this without charging.

The truth is that Toyota plug-less hybrids have a electric range of roughly 2 km. They can only be used for 50 % of the time in electric mode in very especial occasions, such as been stranded in intense city traffic for 30 minutes in a 60 minutes journey.

 

 

However, this commercial wasn’t very well received in Facebook, where – unlike what happens with television advertising -, we can immediately see people’s reactions. In fact, the reactions were so bad that Toyota Portugal had to reply by saying that the company has 20 years of experience regarding hybrids and already sold more than 10 million units around the world.

When a company relies on past achievements to justify their views for the future is halfway to become obsolete.

 

 

Putting down electric cars is not new in Toyota and Lexus hybrids commercials, nevertheless it seems to be a bad strategy, especial now that a decent new Toyota Prius plug-in hybrid was recently released and is having great success in some regions, such as the USA and Japan.

When will Toyota stop trying to put fear into driving electric cars?

Pedro Lima

My interest in electric transportation is mostly political. I’m tired of coups and wars for oil. My expectation is that the adoption of electric transportation will be a factor for peace and democracy all over the world.

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Rafael
4 years ago

No entiendo muy bien tu critica Pedro Lima . Es totalmente cierto que es una tecnología que tiene su tiempo ¿Y que?. ¿Pasa algo por eso?. ¿Acaso no es verdad que contaminan menos que un ICE convencional?. Lo que si es achacable y patetico es que Toyota a día de hoy siga montando en sus hibridos esas baterías arcaicas y totalmente desfasadas de NI-MH por las modernas de litio que si montan por ejemplo Kia, Hyundai y las demas marcas. Por cierto Pedro Lima le recuerdo que no todo son maravillas en los eléctricos las baterías si o si hay que cambiarlas cada 8-10 años ¿Le digo cuanto miles de euros vale una nueva ?. Por cierto la de Toyota de 1,3kwh de capacidad “solo es usable el 40% es decir unos 520 watios” vale cambiarla por una nueva y mano de obra incluida ¡¡¡¡1.500 euros al menos aquí en España!!!!!. Lo se por que se lo pregunte a un jefe de taller de un concesionario Toyota. Pedro Lima he leido en foros coches electricos que Tesla esta ultimando una celda 21700 para 2018 que a los 1.200 ciclos y a una tasa de carga de 2,5C retiene el 96% de la capacidad inicial ¿Sabe algo más sobre el tema?. Perdon de antemano si se sintiera ofendido por mi comentario.

Telmo Salgado
4 years ago

Good afternoon.

I would like to know in which facts or sources Pedro Lima supports this sentence:
“They can only be used for 50 % of the time in electric mode in very especial occasions, such as been stranded in intense city traffic for 30 minutes in a 60 minutes journey.”

Please be invited to read this document:

https://meocloud.pt/link/7bf6fcf9-8b97-48ca-9b06-10e27beccd5d/ensaio%20laboratorial%203G%20Argonne.pdf/

Regarding Prius 2009 measurements, in the US FTP cycle (urban) data acquisition, it has engine-off operation for 63% of the time (or 66% if warm operation), see page 8 of the Argonne/USA DOE study linked.

Toyota maybe stretching a bit towards hybrids, but in fact, and many studies (like the above) show, it can keep “electric buffering” for a long time during urban daily use.
US FTP cycle is a good testing procedure, which EPA uses for certification purposes.
Yaris is not much different from the 2009 Prius. And both stand out in urban MPG, daily basis, not in special occasions, don’t they?

Thank you for your time.

Jonas Jovial
4 years ago
Reply to  Pedro Lima

Pedro, maybe you should read this test before saying that:

http://prius-pt.com/cafe/forums/t/7491.aspx

Regards

Jonas Jovial
4 years ago
Reply to  Pedro Lima

Has for the way Toyota made the ad, yes i do agree with you. Also the community also agrees on that. It was the wrong way.

Has for the claims of up to 50% in EV mode, they do are real. But they should be announced in another way, attacking the complexity and problems of modern diesel and not the pure EVs.

EHE
4 years ago

The source of the energy is 100% fossil for the Toyota hybrid. So the electric drive is based on recovered energy made from a fossil source. You can claim the same thing from a standard ICE car, if you drive half the time uphill and then just roll down again by the help of gravity. Then you can claim to have made a ICE car that use no energy 50% of the time.

Pete
2 years ago

A year on from release, this foolish advertising continues. I almost want to launch a campaign to ridicule Toyota but the outcome is most likely to be counter productive and just confuse the public. The positives: carbon savings, reduced Polution and reduced city traffic noise all offered by a hybrid are important but nowhere near as significant as the benefits of a plug in hybrid which, if used by town and city drivers, may rarely or never need to use hydrocarbons. At the moment Toyota’s sexy advertising is fostering an entirely erroneous public perception. Oh please someone sort this out, take Toyota by the hand and quietly point them the right direction.

Rui Tremoceiro
2 years ago

Bom dia Pedro.
(As minhas desculpas por escrever na língua de Camões, mas é mais rápido para mim.) Faço de uma frota de carros ligeiros Toyota a minha vida profissional há mais de 10 anos. Comprei, um pouco até com base neste fórum, um Hyundai Ionic 100% EV que recebi há menos de 3 meses. Estou encantadíssimo! É do melhor que alguma vez tive. Saltei um século em matéria de mobilidade. Em tão pouco tempo já lhe fiz mais de 7.500 km e nem a pequena bateria me causa qualquer ansiedade. Amanhã vou sair de Beja (Baixo Alentejo) para o Porto, para as conferências do Salão do Automóvel Elétrico. Os híbridos são um estádio intermédio neste momento já em vias de extinção. Tenho tido vários casos de condutores de híbridos a abordarem-me curiosos com o Hyundai. Alguns chegam a dizer-me “comprei híbrido; estava hesitante; mas se soubesse o que sei hoje tinha ido direto ao EV”. Só pergunto: quanto custa um litro de gasolina 95 em Portugal? Quantos euros para 100 km? 🙂 Mais do que lançar piropos, é o meu testemunho, baseado no meu dia-a-dia profissional. Força, muitos parabéns pelo PUSH EVS.

Freddy
2 years ago

Toda a informação que ajuda ao esclarecimento e evolução é boa.. Aqui como noutros sites tenho aprendido muito… Continua, em especial nesta área mais específica das baterias!
Freddy – Leaf 2018 (mesmo sabendo de suas limitações TMS – A chamada compra informada)

All information that helps others enlightening them and aids them to evolve is good. Here, as in othr places/sites I’ve learned much…
Keep up with the good work, specially on the batteries where you rock 🙂

Freddy Leaf 2018 owner ( even though knowing its TMS limitations – the so called informed sale)