2011 Toyota Sustainable Mobility Seminar

What choice will consumers make? After attending the 2011 Toyota Sustainable Mobility Seminar in La Jolla, California (April 4-7, 2011), this is what I walked away thinking. In all respects, Americans are already asking themselves questions like this about the life they live. With regard to the cars we drive it is time to think hard about the way we drive and what we drive. Presenters at the seminar addressed, and in many cases provided the current findings about fuel cells, hydrogen, electricity, the electric grid and electric cars. Economic forces, geopolitical forces and the DOE directed Future Transportation Fuels Study were explored in detail. The choices for a greener driving future are proliferating and each has its advantage and disadvantage. The economic costs to our society in moving toward a greener driving future were reviewed in exploring the many mobility choices we must make as a society and as consumers. Again this year I loved being behind the wheel of the almost to market (Spring 2012?) Plug-in Hybrid Prius and with the announcement during the Seminar of the sale of the one-millionth Prius in the U.S., it’s easy to see that Toyota understands what the hybrid consumer is looking for. Now a more focused approach to the spending of scarcer infrastructure/development dollars is warranted and the key to that approach will be all of us discussing what type of car we as consumers will pay a bit more for and how much it matters to us to be free to ‘put the pedal to the metal’. It’s like turning out the lights when you leave the room, we all know we should do it but don’t always stop to think.