A Greener Future: Japanese Carmaker Plans for a Cleaner America

With more environmental awareness, an eco-chic culture, and government mandates, automakers are all having to deal with creating more fuel-efficient automobiles that are both affordable and desirable. From hybrid technology to clean-burning diesel engines, manufacturers are seeking to craft their own niches for changing times ahead, conjuring up solutions to meet coming EPA mandates. With Japan having a large stake already, it would be fair to begin with their plans keep that hold into the next decade.

Toyota has enjoyed a green reputation thanks to the enduring popularity of its Prius. A revised model (with claimed images making the rounds on the Web) offering a combined real-world average in the fifties is scheduled to hit dealer showrooms in 2010. Whether that’s the 2010 model year or the actual 2010 year is unknown. In fact, very little about the new Prius is known. Toyota has said it has an interest in offering a factory-backed plug-in system. Toyota has also declared its plan to make all of its passenger vehicles run on gas-electric power by 2020. Toyota currently offers its Hybrid Synergy Drive (and derivatives) as options for five of its vehicles in the US market.

Toyota recently showed off the iQ, a micro-car meant to challenge the Smart ForTwo. Word is that the iQ will come to the States as a Scion, but Toyota has confirmed nothing. Toyota is joining that up by working on a new Lexus HEV that won’t be based off an existing vehicle--the first for the luxury car market.

Honda is looking to knock Toyota off its mantle by taking on multiple areas. Honda will be resurrecting the Insight as an alternative to the Prius, displaying similar packaging and appearance. According to reports, the Insight’s mileage will be slightly less, but make up for that with a lower price tag at $19,000 for starters. Honda will trim expenses by tightening up production and employing more efficient use of labor. Honda will also be hitting Toyota on its open flank: sportiness. Honda will offer a hybrid-powered lightweight sport hatch called the CR-Z. “Fun” has currently been an absent factor in the HEV segment. Honda’s race team has even hinted at wanting to employ hybrid tech in their competition efforts.

Finally, Honda seems to be looking to explore the possibilities of clean diesel technology with the Accord, offering it as an alternative to Toyota’s Camry Hybrid. You may remember Honda’s old Accord Hybrid, which didn't turn out so well here. Though it had reasonable acceleration numbers, fuel economy gains were mild–but the high cost wasn’t, as Accord Hybrids ran a high premium (as much as $10,000) over a base model, despite having a real-world average of only around 26 mpg.

Subaru is following the diesel avenue, being set to export it to the Impreza and Forester. The reasoning here is that creating new and increasingly complex gas-electric technology is expensive to develop and distribute, and incorporating existing diesel engines (with modifications) may be a cheaper route. Diesel engines are traditionally more reliable, fuel-efficient, and longer-lasting than comparable petrol engines. This is promising, since Subaru’s present turbo-charged and all-wheel-drive passenger cars and SUVs have ranked highly in fuel-efficiency, as well as in reliability.

You may have noticed two major brand names absent: Mazda and Nissan. Mazda, a Ford subsidiary, hasn’t announced any major plans to make the mpg jump. Mazda management has so far shot down a hybrid option for its new mid-size Mazda6 sedan. Mazda has, however, displayed the Mazda2 sub-compact in auto shows in Japan. Mazda execs have taken notice of the growing sub-compact market in America; so far, nothing official is in on the 2 coming here. Nissan presently offers the Altima in Hybrid trim, and sales have been encouraging. Nissan is the minority partner with France’s Renault, which could indicate a possible exploration into diesel (which is widespread in use in Europe). Again: nothing from official channels.

Even though much has yet to be determined, you can expect the 2010s to present all sorts of green offerings. Japan’s carmakers are determined to take the lead in eco-friendly transportation. But they’ll be facing stiffening resistance for the crucial US market: Ford will be expanding its small car lineup, GM will be taking a tech jump with the plug-in Volt, and Chrysler is investing in long-range EVs.

Of course, that’s for another story.