Toyota “Lessons” TV Spot from electrocinema on Vimeo.

Edmunds’ has looked over its in-house shopping patter data, and has some bad news for the number one automaker in the US:

In December, 17.9 percent of car shoppers considered Toyota vehicles — 2.3 percentage points below levels seen in December 2009, before the 2.3 million-vehicle recall for potentially sticky accelerator pedals. Overall, Edmunds finds that 2010 consideration for Toyota vehicles was down about 3.8 percentage points year over year…

Evolving cross-shopping patterns on Edmunds.com also demonstrate the diminished power of Toyota’s brand. Consumers interested in traditional competitors like Nissan and Honda considered Toyota vehicles less often in 2010. Meanwhile, Suzuki shoppers – who qualify for higher interest rates, accept longer loan terms and make lower down payments, suggesting a lower economic status — increased their Toyota shopping considerably in the last year.

In recent months, though, some specific Toyota models are elbowing back in on traditional competitors. The rate of Edmunds visitors cross-shopping the Nissan Altima with the Toyota Camry, for example, has approached levels seen before the reports of unintended acceleration captivated the media and its audience last year.

The car-shopping site’s takeaway: Toyota isn’t just struggling against negative perceptions brought on by last year’s unintended acceleration recall… it needs new products. Which means Toyota’s plan to unveil 11 new or refreshed models through 2012 is coming just in the nick of time. Still, if those products don’t actually wow consumers rather than simply skating by on Toyota’s faded reputation, Toyota’s greatest strength, the trust and loyalty it enjoys from consumers, could be slip away. And given how disappointing the refreshed Corolla seems (at first blush… testing is still needed) in comparison to its hot-and-fresh competitors from Ford, Hyundai and Chevy, there’s a real risk that this could happen. Scandals come and scandals go… but resting on laurels is what really kills in this business.

With worrying news breaking recently about Nissan’s slow rollout of its Leaf EV, Toshiharu Sakai, a senior VP at the Japanese automaker reassures the Nikkei that

We initially planned to produce 10,000 this fiscal year, and we can meet (this target) by the end of March.

Sakai insists that the Leaf’s production has not been interrupted, and that the Oppama plant would produce 3,000 units in February before ramping up to its capacity production of about 4,000 units by March. Leaf production at Nissan’s Smyrna, TN plant will begin late next year, and will produce as many as 150k units per year (and 200k battery packs per year), while Nissan’s Sunderland, UK plant will be producing another 50k Leafs and 60k battery packs annually starting in 2013. All told, Nissan will have about 250k units of Leaf production when the Sunderland plant reaches full volume, which puts it on track to a commanding lead in global EV production… now it just needs the market to start demanding that many cars. Meanwhile, a minor issue with the Leaf’s ownership experience has raised its head and deserves a little attention.

Read More >

The Department of Energy’s $25b Advanced Technology Vehicle Manufacturing Loan program was very nearly used as a slush fund to keep GM and Chrysler afloat during the dangerous days leading up to the federal auto bailout. Though President Bush’s decision to use TARP to rescue America’s failing automakers took away the need to tap the so-called “retooling loan” program to fund America’s auto bailout, that decision also contributed to a long delay in the allocation of the ATVM loans. Because the loans require applicants prove “financial viability,” GM and Chrysler’s requests (which account for $17.4b out of the remaining pool of $16.7b in non-allocated loans) have been on hold, and with them, every other automaker still seeking approval for its requests. And now, with no word from the DOE on the loan program since last April, congress is agitating for the DOE to make with the loans already. Senator Diane Feinstein captures the frustration in a letter published by the Detroit News

“On multiple occasions, the department has missed internal deadlines for initial decisions, term negotiations, final decisions and loan closure,” she wrote, saying the department failed to give applicants “a clear timeline.”

But did the DOE miss deadlines and string automakers along out of negligence, or because it had to wait in order to fulfill the loan program’s mission, namely supporting the bailed-out automakers?

Read More >

Even the most ardent EV proponents, like Nissan, think that by 2020, the market share of electric cars will be 10 percent.

Tesla CEO Elon Musk has some better predictions Read More >

Ever since GM announced its BaoJun, ever since Nissan showed its Qi Chen and Honda launched its Li Nian, creating Chinese car brands has become all the rage. Volkswagen doesn’t want to be left out. Volkswagen, (German for “the people’s car”) plans a standalone brand for the people of the People’s Republic. Read More >

Wheh, that’s a big question… and I was dismayed to see myself giving such a short answer to it in my Newshour appearance. There are a host of reasons for my swift “no” answer to that question… here are a few of them:

1: GM Doesn’t need saving. The Government “saved” GM.

2: The market projections for EVs are all works in progress.

3: GM isn’t actually committed to the electrification of the car. It’s committed to gas engines and transmissions and the idea of “range anxiety”… for its “electric car.”

4: If GM were committed to electrification, and that was a prudent business gamble, it would still be chasing Renault-Nissan just as Honda chased Toyota in the race for hybrid leadership not so many years ago. And like Honda, GM seems less committed (in the literal, mechanical sense) to the electric car than the emerging global leader, Nissan. Yes, the Volt is mechanical marvel, unrivaled in its complexity… but only because it clings to its gas technology. Honda’s hybrid half-step, never introducing an electric drive mode to its “mild” hybrids, seems pragmatic by comparison. Toyota’s sole ownership of the “hybrid halo” is instructive (and worrying for Toyota, considering it’s been taking a GM-esque tack towards EVs lately).

5: Even after GM starts selling tons of electric cars (in a scenario where that is indeed possible), it will be working uphill to re-establish consumer trust (in all its products) that was squandered over decades.

I could go on, but I’d rather hear your answers to the question.

If you want to get ahead in the car business, this is required reading. If you just like cars and don’t give a hoot about who makes them where and why, then you may skip this. Read More >

AFP [via Google] reports:

Nissan Motor had delivered only 60 units of its Leaf electric vehicle in Japan as of Friday, Kyodo News reported, despite already taking 6,000 orders due by the end of March.

Nissan denied any delay in the delivery of the pre-ordered cars and company spokesman Mitsuru Yonekawa told AFP on Tuesday that the automaker was taking a cautious approach to ensure quality control.

“We have to make sure that everything is 100 percent safe and sure,” Yonekawa said. “This is the first time we have mass-produced an electric vehicle so we need to be very careful. We are not delayed or behind schedule.”

Well don’t rush it then… but it’s got to be rough to be one of the 6,000 folks who pre-ordered by the end of last March. Nissan promises these patient souls that production of the initial 6,000 units will be complete by the end of this March.

My friend Ash Sutcliffe of China Car Times reports that Chrysler will be bringing the Dodge Caliber to China, for production at the Guangzhou Auto / Fiat joint venture. Read More >

After a less than enthusiastic welcome, Nissan is pulling its Made in Japan Cube from the European market, less than a year after its introduction. Journalists loved the car. But customers hated its shape and high price. Read More >

„The naming of the Chevrolet Volt as the North American Car of the Year at the Detroit Auto Show last week is sparking some controversy,” reports the Chosun Ilbo from Korea. “The main reason for the skepticism is that the Volt has sold only some 300 units since its launch a month ago. It is the first time that a car with such limited sales has won the award.”

The real sales could be less. “A GM source at the motor show admitted that the Volt’s sales were refigured at the last minute for the award,” writes the paper. What really bothers them: Read More >

You have no idea of the agony I went through, narrowing down the Legends of LeMons Unununium Medal winners down to just four recipients. The Ununquadium medal goes to those outstanding 24 Hours of LeMons teams that have attained near-Unununium Legend of LeMons status… and they’ll get their Uuq-287 medals just as soon as we find a way to deal with the 2.6-second half-life. Read More >

The last time we checked in on the Renault EV Spy Scandal, the French automaker appeared to be backpedaling the seriousness of the affair, claiming all technical secrets were safe. But be that as it may, the WSJ reports that the firm has still filed a criminal “complaint against persons unknown” in the case

for acts constituting organized industrial espionage, corruption, breach of trust, theft and concealment.

The complaint comes after Renault met with its three suspended managers, who tell the press they are accused of “serious wrongdoing” but insist that they are innocent. A lawyer for at least one of the accused Renault employees says she is not even aware of what exactly Renault is accusing her client of. Reuters adds that “a private company in a foreign country” is named in the complaint, which now goes to the State Prosecutor of Paris, who will determine whether or not to investigate the complaint. In an effort to backpedal Renault’s apparent suspicion of a Chinese-based conspiracy, the Prosecutor’s office demurred

We never within the government mentioned such a possibility… It’s Renault’s position. They don’t cite a foreign power, they only cite private persons.

China has already denied any involvement in the affair, and Renault’s Chief Operating Officer alleges that the case involves

an organized international network and that technology leaked involved the architecture and economic model of electric vehicles.

I spotted this sticker on a (disc brake-equipped) Nissan pickup in the parking lot of the San Jose North Pick-Your-Part during my last trip to California. Read More >