Badvert of the Month: Toyota

Company: Toyota

Model: GR Supra


What is original about driving emissions up?

With a combined emissions of 188 grams of Carbon Dioxide per Kilometre, this Toyota model definitely does not blend in as it shoots way above the EU emissions standards set at 95 grams of Carbon Dioxide per Kilometre. Here, the Japanese car maker lures us into buying its new sports car by praising its unique character. There is however nothing remotely innovative with driving a vehicle fuelled by petrol driving up carbon emissions in the midst of a climate and ecological emergency. To brand these cars as the latest attractive object of desire is criminal when research has shown that emissions from transport must be drastically cut over the next decade to meet our climate targets. In spite of this evidence and new European emissions regulations in place, Toyota, like most car manufacturers, keeps producing and advertising a range of ever more polluting fuel-based vehicles.

A car that “cleans the air”

In 2018, Toyota ran an ad with the caption that its cars will “clean the air”. While the ad was referring to reduced monoxide emissions it was deemed particularly misleading for the public who could easily confuse this with carbon emissions. Besides, it seems completely absurd for a carmaker to literally claim its vehicles can “clean the air” while they contribute to driving carbon emissions and other polluting particles. This clearly shows that the level of greenwash is beyond recognition at Toyota whose renowned hybrid vehicles still emit far above (between 104-270 grams of Carbon Dioxide per kilometre) European emissions targets.


Putting the brakes on environmental regulations

In 2017, Toyota alongside General Motors and other car makers came out in support of Trump’s legislation to block California from setting its own emission standards. Given California’s more stringent emissions regulations than the U.S. Federal Government, this new regulation would have increased fuel efficiency from 25 to 35 mpg (miles per gallon), saving an estimated 1.2 billion barrels of oil to the US fuel consumption (more than what the US imports in oil from Saudi Arabia). This is a particularly hypocritical move from Toyota who is praising itself to be a green carmaker, while siding with the U.S. Government to actively prevent progressive environmental regulation. 

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Company background: Toyota

Toyota is a Japanese multinational car manufacturer founded in 1937 and headquartered in Toyota, Aichi, Japan. At its origins, the company was focussed on loom works and later expanded to car manufacturing upon the instruction of the Japanese government which was in need of new vehicles to support its war with China. Based upon 2018 figures, Toyota was the second-largest carmaker in the world behind Volkswagen and the largest manufacturer in Japan.

Leading the market on hybrid technology

The company became a leader in hybrid electric vehicles production. Its Prius range was the most sought after hybrid model in the world with more than 10 millions cars sold in 2017. Since 1997, Toyota was the first company to mass market and produce hybrid technology vehicles in the world with the launch of its first Prius car. The company’s Lexus and Prius models passed the bar of 15 million sales since the start of 2020