Toyota To Plug Into Japanese Market

Bertel Schmitt
by Bertel Schmitt

Toyota will no longer stand on the sidelines and leave the huge (joke, joke) EV market to Mitsubishi and Nissan. The Nikkei [sub] has it that Toyota will start marketing an all-electric car in Japan in 2012.

Plans for an EV, based on ToMoCo’s iQ subcompact, had already been announced for the U.S. and other foreign markets (also in 2012). So why not sell the batteries-included car back home? Especially when Mitsubishi and Nissan are beating the drums for their i-MiEV and Leaf offerings.

Toyota’s rechargeable car won’t set new range records. It will go the usual 100 km / 60 miles on a single charge – hopefully. Toyota’s target market, as per The Nikkei: “short distance rides in urban areas where battery charging systems will be well established.” Wise move.

Bertel Schmitt
Bertel Schmitt

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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