#savings

You need cash if you’re going to make it in this industry, and Toyota CEO Akio Toyoda wants more of it. The automaker’s top executive, who characterizes the dangers facing his company in the same manner of a military general defending the Japanese mainland, has launched an all-out assault on what he fears is Toyota’s biggest threat: unnecessary expense.

“With our rivals and the rules of competition also changing, a life-or-death battle has begun in a world of unknowns,” Toyoda said during a fiscal update last week. “Cost reduction is crucial. It is a fight to restore our original strength.”

To shore up his business’s finances in preparation for new investments, Toyoda has seven warriors ready to slash costs wherever savings can be found.

Just like when high fuel prices knocked down the sale price of many a truck and SUV, the current drop in price at the pump is pulling down the prices for many a hybrid, PHEV and EV.

Gasoline prices are falling in Japan, not only due to lower crude oil prices, “but also because the widespread popularity of fuel-efficient vehicles has lowered demand for gasoline,” The Nikkei [sub].

The Tokyo paper predicts …

Two years after the Volkswagen Golf was launched, it received a fuel sipping diesel in 1976. I presented the launch campaign in Wolfsburg, and the ground shook. It wasn’t because of my campaign. It was because of the body stamping presses. The offices of the Zentrale Absatzförderung, VW’s advertising department, were two floors above.

Ryan writes:

Sajeev and Steve,

I find myself perplexed by a vehicular conundrum. A year ago I purchased my first new car, a 2010 Subaru WRX STI SE. It is a great car. Previously I daily drove a 1997 Toyota Land Cruiser. Another great car. I drive about 20,000 miles a year, mostly on the highway.

My wife and I both work. We contribute heavily to our 401K’s and IRA’s. About a month after I purchased the car my wife decided to go back to school, for an MBA. No problem. She now has a year left. For the year we will be setting aside just shy of $1000 per month to pay for her schooling. This leaves us saving very little over the next year. We have emergency funds to last a few months should the need arise. I want to eliminate debt as soon as possible (currently 2 car loans and a mortgage, nothing more).

My inner cheapskate has become uncomfortable with the nearly $1100 a month operating costs of my beloved STI. My inner car guy misses the Land Cruiser terribly. I’m without a truck. Replacing the STI with another 80 series Land Cruiser or Land Rover Discovery I do not save much money because of the fuel costs.

I am contemplating selling the STI, and picking up a truck and a commuter. The commuter would need to be somewhere around $10,000 or less. Cash for one vehicle, maybe a loan for the other. The ideal commuter would be more comfortable than the STI, get around 30 MPG, have four doors and possibly be all wheel drive (for ski trips). Cadillac CTS? Lexus something? Nothing soulless, please. I can turn a wrench and can maintain both vehicles no problem.

What say you? Do I keep the STI and buy a truck when I can? Sell the STI, buy the truck and commuter? If so, what kind do you suggest?

See the attached spreadsheet. ( Ryan’s Car choices)

Gas prices are getting into the area where they affect consumers’ buying decisions. According to a new Kelley Blue Book study, more than 80 percent of car shoppers say that gas prices have influenced their buying decisions. 58 percent already have downgraded. But what about switching to diesel or hybrid instead? Be careful when you do that, says Edmunds: Choosing a green alternative can cost you a lot of green.