"Sustainable Strategies Rule Toyota's Route to Reducing Carbon Emissions"
In the pursuit of a greener future, Toyota has been at the forefront of electric vehicle (EV) innovation since the 1990s. The Japanese automotive giant introduced a battery electric vehicle (BEV) based on the RAV4 in 1996, and later developed another one with Tesla in 2012.
However, Toyota's foray into plug-in hybrid electric vehicles (PHEVs) in the form of the Prius PHEV in January 2012 did not gain widespread popularity among customers. Despite this, the company remains undeterred, and is now focusing on finding specific actions based on a "practical and sustainable" approach moving forward.
James Kuffner, Toyota's Chief Digital Officer, emphasises the importance of a human-centered approach in creating the future. This sentiment is echoed by Akio, as he often touches on the need for genuine efforts for the future and the next generation.
The path to carbon neutrality remains unclear, with many approaches being debated and some already being made less valid due to changing situations. Nevertheless, Kuffner maintains that the key to facing this challenge is practicality and sustainability.
Mining lithium for batteries emits a large amount of carbon, and the manufacturing of vehicles, including batteries, in their life cycle contributes to carbon emissions. However, BEVs will play an important role in realizing carbon neutrality, as long as they are charged using renewable energy sources and not by burning coal, which does not help realize carbon neutrality.
Toyota's stance is not about being conservative but about making a genuine effort for the future. The company has invested in PHEVs and fuel cell electric vehicles (FCEVs) in addition to BEVs, and will introduce more BEVs than ever going forward.
A full menu and flexibility are important parts of Toyota's strategy to address regional needs and listen to customer voices. This approach is evident in the Woven City project, Toyota's initiative to develop a prototype city of the future, led by Kuffner.
The goal is carbon neutrality and sustainability, not to change all vehicles to BEVs. Toyota recognises that a successful transition to a carbon-neutral society requires a balance between technological innovation, practicality, and sustainability. As Kuffner puts it, "sustainability and practicality are central keys because they ensure that solutions for carbon neutrality are both environmentally friendly and realistically achievable."
