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Toyota turns up to festival of electrification, solar and batteries with a hydrogen car

Compiled by ADME Newsroom from 1 source

First reported by The Driven · 31 October at 6:30 am

Who's covering this — 1 article

EV specialists: 1

Image: The Driven

The quick read

Full coverage

The DrivenEV specialists31 October at 6:30 am

Toyota turns up to festival of electrification, solar and batteries with a hydrogen car

Toyota has sold very few Mirai hydrogen fuel cell vehicles, but it hasn't given up trying to sell the hydrogen car story. The post Toyota turns up to festival of electrification, solar and batteries…

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← Newsroom/Industry

Toyota turns up to festival of electrification, solar and batteries with a hydrogen car

Compiled by ADME Newsroom from 1 source

First reported by The Driven · 31 October at 6:30 am

Who's covering this — 1 article

EV specialists: 1

Image: The Driven

The quick read

Toyota is promoting its hydrogen fuel cell vehicle, the Mirai, despite low sales.
The Mirai is being showcased at a festival focused on electrification, solar, and batteries.
Toyota has not given up on selling the hydrogen car story.
The Mirai's presence at the festival highlights Toyota's commitment to alternative fuel sources.

For dealers: Australian dealers should be aware of Toyota's continued investment in hydrogen fuel cell technology, which may impact their sales strategies and customer conversations.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

Toyota's decision to showcase the Mirai at a festival focused on electrification, solar, and batteries suggests the brand is trying to reposition the vehicle as a viable alternative to electric vehicles.

This move may be an attempt to differentiate the Mirai from other eco-friendly options and appeal to customers who are interested in sustainable transportation but may not be sold on electric vehicles.

What it means for the competition

The Mirai's low sales figures suggest that Toyota is facing an uphill battle in convincing customers to adopt hydrogen fuel cell technology, which could leave an opening for other brands to promote their own alternative fuel solutions.

The fact that Toyota has not given up on the Mirai despite low sales indicates that the brand is committed to making hydrogen fuel cell technology work, which could lead to increased investment in infrastructure and marketing.

Impact on showroom traffic

Dealers who carry the Mirai may see an increase in showroom traffic from customers who are curious about hydrogen fuel cell technology, but may struggle to convert these leads into sales due to the vehicle's high price point and limited infrastructure.

Action item

This week, dealers can take the opportunity to educate their sales staff on the benefits and drawbacks of hydrogen fuel cell technology, and develop strategies for addressing customer concerns and misconceptions about the Mirai and its competitors.