Toyota Refuses Eco-Award For Prius
Every year, Japan’s Ministry of Economy, Trade and Industry hands out prizes for products it regards as the pinnacle of energy-efficiency and eco-friendliness. This year, Toyota’s Prius was chosen as the recipient of the grand prize.
Last Monday, Toyota said “enryo shimasu” (no thanks) to the Ministry, and refused to accept the governmental honors, an industry ministry official disclosed today to the Nikkei [sub].
Toyota notified the ministry on Monday that it would like to decline the award due to ”various reasons.”
Any guesses what those reasons may have been?
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Toyota's refusal to accept the award is foolish. Their recall problems have nothing to do with the Prius' economy and alleged eco-friendliness. Now they just look politically correct, which I, for one, am tired of. Self-flagellation and humility are not the same thing.
The reason? Toyota has lost its mind.
As it should be. If they accepted the award after all the recalls, brake failures, accelerator issues and such they would have been bashed to tears for taking it. The fact that the previous gen Prius didn't live up anywhere near it's 61 MPG city rating certainly doesn't help matters either.
Well, would we be talking about it right now if they accepted the award?