Of all the barriers standing in the way of commercial success for electric cars, the “image issue” is perhaps one of the least understood. Most EV firms have embraced the distinctively Western “green consumption” trend, in which a kind of environmental asceticism drives consumer values of downsizing and ultimately self-denial. But making a conscious choice to not use gasoline and accepting whatever the market happens to offer is not a phenomenon that automakers can expect to sustain itself. If they ever want to achieve mass acceptance, EVs need an image context that goes beyond graywater recycling, “freeganism” and other highly conscious but ultimately self-denying lifestyle choices.

Racing is one obvious way to broaden EV appeal, as it highlights the positive performance aspects of EV drivetrains, but sadly no major OEM will commit to an EV racing series. Besides, racing hardly builds on the existing (if limited) green appeal of EVs. Enter the EV as disaster response vehicle. The NYT has a fantastic story about the use of EVs in rescue efforts after the Japanese quake/tsunami, when gas was largely unavailable. The story proves that EVs, far from being mere lifestyle accessories, can be hugely useful in the right circumstances. And because so many green lifestyle choices stem from a perspective of apocalyptic expectation, this story both broadens and builds on the EV’s existing appeal. Most importantly of all, pictures like the one above will do more to banish the limp-wristed, “anti-luxury” image that curses EVs than just about anything else. Just as SUV buyers would swell with pride seeing an ad image of their Explorer in off-road conditions they would never visit themselves, the image of EVs running first-responder missions in a quake-torn Japan could be of lasting significance.

If everything goes according to what The Nikkei [sub] has heard on the grapevine sake circuit, Toyota will deliver a plug-in Prius hybrid by 2014. A plug-in with an interesting twist … (Read More…)

There is one positive aspect to the Japanese tsunami: It seems to lift resale values. Manheim’s Used Vehicle Value Index just rose to another record in April, says Automotive News [sub]. Manheim has been keeping track of used car prices since 1995. Pushed by tighter supplies and higher demand, the index climbed to 126.6 last month, up from 124.2 in March and 120.7 in April 2010. (Read More…)

Yesterday, Friday, the Japanese government ordered requested the shutdown of the Hamaoka nuclear power plant, 117 kilometers (73 miles) southwest of Tokyo. No accident had occurred, the measure was a precaution.  The plant provided power to the Aichi prefecture where Toyota and many other industries are located.

According to The Nikkei [sub], “chronic power supply troubles threaten Toyota Motor Corp. and the other manufacturers that call the region home. At this point, Toyota has no idea what effect shutting down Hamaoka will have on its operations, a person familiar with the automaker said Friday.” (Read More…)

At yesterday’s annual shareholder meeting, Volkswagen had nothing but good news: A record year 2010, a record first quarter 2011, a company that is rolling in cash. Instead of thanking management for the good numbers and the (smaller than expected) dividend, ingrate shareholders bawled Winterkorn out. (Read More…)

Japan’s carmakers are slowly returning back to normal, hobbled only by unsure supply of parts and sometimes power. It will be slow going and full of surprises. One thing is for sure: The March 11 tsunami will have an ugly effect on carmakers’ books. Combined losses for the Japan’s carmakers and suppliers could “the biggest ever,” surpassing those during 2008 to 2009 financial crisis, Noriyuki Matsushima, an analyst in Tokyo at Citigroup Inc., told Bloomberg. (Read More…)

As predicted a month ago, the full brunt of the March 11 earthquake and tsunami hit Japan’s auto industry in April. Sales of new cars, trucks and buses  crashed 51 percent from April a year earlier. Most of Japan’s auto industry was closed in the first half of April and operated at reduced capacity in the second half of the month. (Read More…)

The Brazilian autoblogosphere is up in arms because of an alleged censoring attempt by Toyota do Brasil. A month after the Brazilian blog Notícias Automotivas had run a piece on the upcoming Toyota Corolla S, they received a letter from Toyota do Brasil’s Legal Department. The Corolla S looks like not much more than a customized Corolla with red stitching on faux racing seats. The letter, dated April 29, 2011, looks scary.

We have received what we believe is a faithful translation of the letter from Brazilian Portuguese Legalese to English. The letter demands, within 24 hours of receipt, the takedown of the whole story, plus something unheard of: (Read More…)

Mother Nature appears to have issues with the auto industry. First, a once in a millennium tsunami crippled Japanese automakers and suppliers for most of the year. Now, the most powerful long-track tornado in US history hit automakers in Alabama. (Read More…)

For nearly a year, readers of TTAC have known what’s coming now. As reported back when, Fuji Heavy’s Subaru will end its 54-year history of producing minivehicles in February next year. (Read More…)

“This is the worst situation we’ve faced since the war,” a source close to Toyota told the Yomiuri Shimbun. The Japanese car industry is facing post-war-like shortages when it comes to auto parts. Toyota is short 150 parts positions, which can be anything from a bolt to a complete dashboard.

Dealerships are empty – of cars. Test drive cars do double duty as display vehicles. “We get a lot of customers coming in, but we don’t have cars to sell them,” a salesperson told the Tokyo paper. (Read More…)

Shortage of parts from Japan after the March 11 earthquake and tsunami makes Ford idle plants all over the world: (Read More…)

Toyota wasn’t the only Japanese manufacturer getting hit by the March 11 earthquake and tsunami. Toyota isn’t even the hardest hit – at least not in percentages.

Japanese output of the eight major Japanese carmakers’ plunged 57.5 percent in March from a year earlier to 387,567 units. That is some 465,000 units less than planned, The Nikkei [sub] reports. Here are the March Japan production numbers for the individual automakers: (Read More…)

Toyota published production and sales results for the 2010 fiscal year. The fiscal is a Japanese oddity. It starts on April 1 and goes through March 31. Financial data will be announced on May 11.

Nothing highly unusual for the full fiscal. Japan is down, overseas is up. (Read More…)

The Detroit Free Press reports, almost giddily, that GM will almost certainly replace Toyota as the world’s largest automaker by volume this year, as tsunami-related production problems will continue to plague the Japanese automaker. The graph above, by IHS Global Insight [via AutoObserver], shows that the impacts of the tsunami will continue to be felt well into next year, and that Japanese production will likely fall permanently by around 15%. Toyota’s full-year production could be cut by around 20%, possibly bumping the automaker to the third position in the global volume race, after GM and VW.