Toyota: Not Easy Seeming Green

Green activists turn against Toyota over opposition to fuel economy laws
By Peter Fearon,  Newser Staff
Posted Nov 15, 2007 3:31 AM CST
2007 Tacoma and Tundra pickup trucks sit outside a Toyota dealership in the south Denver suburb of Englewood, Colo., on Sunday, April 22, 2007. Critics say the profitable gas guzzlers are not in keeping...   (Associated Press)
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(Newser) – Toyota set a new green standard ten years ago with its ahead-of-its-time Prius hybrid and projects an image of environmental responsibility. But now the green community is using Toyota for target practice, Newsweek reports. The Japanese carzilla is generating fury with its new low 14 mpg Tundra and Sequoia models, and its fierce opposition to proposed federal fuel economy  targets.  

A new Toyota ad campaign focuses on the Prius in an effort to present a green image, but it may backfire in the face of hard facts. "If the Prius mythology comes to stand not for environmental consciousness but for facile corporate public relations, the campaign's irrational exuberance will pop the image bubble," warned an Ad Age critic .