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The Diesel Might Be Dead for Toyota

Toyota Prius Prime 1 photo
Photo: Toyota
Regardless of what it all looks like, diesel's demise wasn't started by Volkswagen and its infamous Dieselgate scandal - that was only the drop that might just spill the cup.
With tighter emissions regulations on the horizon, car manufacturers are going to have to think long and hard whether they continue on the diesel path, or they shift their whole attention toward hybrids, hydrogen fuel cell powertrains or even battery-powered electrics. Or, you know, they could also come up with better cheating solutions, but let's not give them any ideas.

One of these carmakers seems closer to making a decision. Still crowned as the number one worldwide seller after Volkswagen came so close to stealing its throne last year, Toyota has announced it's thinking about phasing diesel engines out of its vehicle lineup. The information didn't come with a timeframe attached to it, but if the Japanese company goes through with this idea, it will surely not happen overnight.

It shouldn't take Toyota too long, though, considering the main market where it still sells diesel-powered cars is Europe, and the Old Continent isn't where it makes most of its money. The showrooms in the U.S. don't have any oil-burning vehicle inside, so this decision would have no impact over there.

Karl Schlicht, executive vice-president of Toyota Europe, thinks it wouldn't change things that dramatically over on his side of the world either. He gives the example of the small Toyota Yaris where diesel engines account for less than 10 percent of total sales. Larger models, on the other hand, would have a much more difficult time. For example, the RAV4 is sold primarily with a diesel in Europe, even though it also offers both gasoline and hybrid versions, as for the Land Cruiser SUV, diesel is the only option.

But even though the European countries were the driving force behind the rise of diesel, they might also bring its demise. With pollution surging in crowded cities throughout the continent, the authorities are wising up to the effects of diesel engines and are beginning to take measures. Talking to British media outlet Autocar, Mr. Schlicht believes that "anyone looking at investing in a new diesel plant, which might have a lifespan of 10 to 15 years, will have to look long and hard at whether they would get payback.

Of all the brands out there, Toyota is probably the most entitled one to think about discarding the diesel engines and offering satisfactory alternatives. After all, the Japanese brand is the leader in hybrid technology and one of the most active companies in the development of hydrogen fuel cell vehicles. But having the technology is one thing, changing people's perceptions is completely another.
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About the author: Vlad Mitrache
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"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie)
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