About 242,000 Prius cars assembled between March and October 2009 are affected, and about 9,000 of the Lexus HS 250h built between June and October 2009 are affected. In the U.S. the total number of cars being recalled is around 91,000 units; in Japan, it’s 117,000; in Europe it’s around 30,000; and in the Asia-Pacific market about 3,000 cars are affected.

At issue, says Toyota, is that the brake system component can develop a crack from fatigue and the company intends for its dealers to inspect and replace the brake booster pump assembly with an improved on as needed.

After receiving dozens of complaints, Toyota said it knows of no injuries or accidents due to the issue. It would still be advisable to accept Toyota’s invitation for the “voluntary” recall, because if it could lead to brake system failure, that is indeed a safety concern.

Owners will otherwise be notified – in the U.S. by first-class mail – whether they should bring their car in for inspection, and possible repair.

Info for Toyota owners is also available at www.toyota.com/recall, or the Toyota Customer Experience at 1-800-331-4331. Lexus owners can go to www.lexus.com/recall or contact Lexus Customer Satisfaction at 1-800-255-3987.

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 “We see the MPG Challenge as a way to make environmental education fun,” said David Christ, general manager of Toyota’s New York Region. “By tapping regional organizations, we’re able to engage at a local level while demonstrating the Toyota Prius Plug-In’s ability to improve the lives of our fellow community members.”

The participating regional organizations (listed below) will attempting to maximize mileage on a plug-in Prius’ on-board mpg computer readout. The MPG Challenge will see five separate waves of competition, Toyota says, and up to eight challengers will participate over a 30-day period.

The first wave of challengers get their loaned cars today and must drive 500 miles minimum, and 75 miles each week.

Top prize will mean a $2,500 contribution to environmentally-conscious, charitable organizations in New York, New Jersey and/or Connecticut. Second place receives a $1,000 contribution, and third wins $500. All participants will receive a $200 gas card.

The first wave of ecologically-conscious organizations participating as MPG Challengers includes:

• The Greyston Foundation, a Yonkers, N.Y.-based network of for-profit and not-for-profit entities providing life services and work opportunities to low-income individuals and families, including the bakery that exclusively supplies brownies to Ben & Jerry’s Ice Cream.
• Greater Mercer TMA, a nonprofit, public private partnership dedicated to reducing traffic congestion, decreasing air pollution and improving mobility in and around Mercer and Ocean County, N.J.
• Bloomfield College, an independent, four-year college in Bloomfield, N.J., that prepares students to attain academic, personal and professional excellence in a multicultural and global society.
• RYASAP, a Bridgeport, Conn.-based nonprofit that serves as a catalyst in communities to ensure the safe and healthy development of youth, young adults and families.
• The Center of United Methodist Aid to the Community Ecumenically Concerned Helping Others (CUMAC/ECHO), which works to alleviate hunger and its root causes in Paterson, Passaic County and northern N.J.
• Glamourgals, a national organization that creates teen volunteer chapters providing companionship and complimentary beauty makeovers to women living in senior homes.
• The Helping Hands Food Pantry, a donation-run group established by a local councilman and minister in Teaneck, N.J., that provides free, supplemental groceries to needy residents.

Challengers will document their activity in real-time via social channels, including:

Facebook: https://www.facebook.com/PriusPlugInMpgChallenge
Twitter: https://twitter.com/priuspluginmpg
Instagram: http://instagram.com/pluginforcharity

By the completion of the MPG Challenge, Toyota expects to have contributed $20,000 in total to the participating charitable organizations.

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Toyota said its commitment to the environment is a way of life, extending across operations and epitomized by the Toyota Prius Family of vehicles.

Hispanics across the country are increasingly becoming environmentally aware, and in an effort to help the Hispanic community further embrace sustainability, Toyota said it will be providing them with the tools necessary to continue on the path of going green.

A new program launched by Toyota will help increase environmental awareness in the Hispanic community across the United States.

With the support of notable Hispanic influencers, including Jon Secada (pictured), Chloe Bridges, Julian Gil, Candela Ferro, Ana Flores, Omar Germenos, Daniel Elbittar, Yarel Ramos, Gina Rodriguez and Diana Franco, and an extensive social media activation, Toyota will promote the importance of living a greener lifestyle.

Through social media platforms such as Twitter and Facebook, the Hispanic community will be able to follow the lives of the influencers and their adventures with their Toyota Prius, while simultaneously learning tips on how to live a greener lifestyle.

“Partnering with Toyota was a natural fit because the company’s commitment to environment echoes my own personal beliefs,” said Jon Secada. “I’m excited to join the brand in encouraging the Hispanic community to continue to embrace a greener lifestyle.”

The program will feature the Toyota Prius Family of vehicles and their hybrid technology. Toyota believes the Toyota Prius has done more to help the environment than any other car in the world.

Toyota said that over the past twelve years, U.S. Prius owners could have saved enough fuel to drive around the Earth an estimated 2,903,557 times, due in part to its estimated 50 MPG rating.

“Together with these influencers we aim to further our shared mission to increase awareness of sustainability in the Hispanic community,” said David Chung, national manager, targeted advertising and strategy for Toyota.

The initiative began on May 28 in Miami and Los Angeles.

Said influencers can be followed through social media:

Jon Secada               @jonsecada              facebook.com/jonsecada

Chloe Bridges          @chloebridges                                  facebook.com/ChloeBridges

Julian Gil                  @juliangil                 facebook.com/JULIANGILTV

Candela Ferro           @candelaferro

Ana Flores                @laflowers

Omar Germenos                 @ogermenos            facebook.com/paginaomargermenos

Daniel Elbittar          @danielelbittar                                  facebook.com/DanielElbittar

Yarel Ramos             @yarel_ramos          facebook.com/pages/Yarel-Ramos/60402985543

Gina Rodriguez                 @HereIsGina           facebook.com/HereIsGina

Diana Franco             @dianafrancotv

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Nearly two million (1,951,243) of those hybrid vehicles have been sold in the United States, under the Toyota and Lexus brands.

In Canada, over 77,000 hybrids have been sold to date and Toyota Canada’s products accounted for more than 80 percent of Canada’s hybrid sales in 2012.

Toyota and Lexus hybrid vehicles make up 70 percent of the U.S. auto industry’s total hybrid sales, while they account for 16 percent of overall Toyota/Lexus sales, both globally and locally.

Total industry hybrid sales are roughly three percent of the U.S. car market.

Toyota said it estimates that its global fleet of nearly 20 hybrid vehicles has resulted in approximately 34 million fewer tons of CO2 emissions than those emitted by gasoline-powered vehicles. Many environmental experts believe CO2 emissions are a major cause of climate change occurring in the world today.

In addition, Toyota estimates its hybrids have saved their owners more than 3 billion gallons of gasoline compared to gasoline-only powered vehicles.

“With more than 50 hybrid vehicle models from various manufacturers available in the U.S. today, hybrids on the road are saving nearly 500 million gallons of petroleum annually in this country,” said Tony Markel, senior engineer with the U.S. Department of Energy’s (DOE) National Renewable Energy Laboratory (NREL), in Golden, Colo.

He recalled that DOE and NREL’s collaborative research with the auto industry, which started 20 years ago, spurred the development of hybrid-electric technology for the mainstream market to help reduce the country’s dependence on petroleum.

“With millions of hybrid vehicles on the road today, hybrid powertrains are mainstream market reality,” Markel concluded.

Toyota and Lexus sell a total of 19 hybrid models and one plug-in hybrid in 80 countries and regions around the world.  Twelve of the models are available in the United States, including seven from Toyota and five from Lexus.

They are Prius Liftback, Prius v, Prius c, Prius Plug-in, Camry Hybrid, Avalon Hybrid, Highlander Hybrid, Lexus CT 200h, ES 300h, GS 450h, LS 600h and RX 450h.

Of the 12 U.S. models, the Camry Hybrid, Avalon Hybrid and RX 450h are manufactured in North America with a fourth model, the Highlander Hybrid, planned.

Between now and the end of 2015, Toyota will introduce 18 new hybrid models and expects global sales of its hybrids to be at least 1 million units a year in the same period.

Toyota Motor Sales (TMS), U.S.A, Inc. forecasts that about one-third of those will be sold in the United States.

“The first Prius was a surprising success and we never imagined the market would become as vast as it has for the hybrid powertrain,” said Bob Carter, TMS senior vice president of automotive operations.

Toyota’s hybrid vehicle sales in the United States began in July 2000 with the first-generation Prius and it provided consumers excellent fuel economy and reduced emissions using a precursor to Toyota’s advanced Hybrid Synergy Drive System.

TMS said the high-technology nature and environmental benefits offered by this early Prius helped it appeal to a small but passionate following of early adopters.

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Over the course of the four day rally, Toyota Canada’s Prius PHV traveled more than 1,500 kilometers (932 miles) through Monaco, France and Italy, climbing and descending mountain elevations of more than 960 meters (3,150 feet), navigating narrow streets in cities and towns and accelerating down highways.

In a rally focused on time accuracy and fuel consumption, vehicles and drivers were challenged to consider driving behavior, fuel use and energy regeneration.

Toyota Canada said that, engineered for real world efficiency, the Prius PHV achieved a consistent average fuel consumption of 3.9L/100 kilometers (60.31 mpg) during the rally.

According to the team, key to the win was the efficient lithium-ion battery which houses 4.4 kilowatt-hour of energy. The Prius PHV’s battery offers three key advantages. The first is its light weight. The battery is big enough to get the job done but still light enough to ensure the battery is not an anchor when empty. The second is managing regeneration during the drive, which allows for energy normally wasted from braking or driving downhill to be recaptured and stored in the battery for later use. Finally, the ability to select EV mode on demand through the simple push of a button.

Together, these advantages allow for more battery engagement and better overall energy efficiency.

“We’re proud that the Prius PHV’s real world fuel efficiency was proven on such an aggressive course,” said Stephen Beatty, Chief Environmental Officer, Toyota Canada, Inc. “We’re also extremely proud of Vinh and Alan for their fifth place finish and their commitment to showcasing what’s possible with a Prius.”

Driver Vinh Pham, Advanced Technology and Powertrain Engineer at Toyota Canada, had competed in the previous edition, the 2012 Rallye Monte Carlo des Energies Nouvelles, placing 21^st of 149 competitors. He also won the 2011 and 2012 Rallye Vert de Montreal races.

Navigator Alan Ockwell is a multiple Canadian national champion. Ockwell won his first navigational rally at the age of nine and started co-driving in performance rallies at age 18. Since his debut, he has established himself as one of the top co-drivers in Canada, with two national titles and a dozen event victories.

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The Toyota Prius PHV’s features will be put to the test in situations that simulate real world conditions in terms of fuel consumption and performance during the three day Rallye Monte Carlo des Energies Nouvelles.

The Rallye Monte Carlo des Energies Nouvelles runs March 21-23, 2013 and kicks off the 2013 FIA Alternative Energies Cup season.

Organized by the Automobile Club of Monaco, the event has been held each year since 2000, attracting over 300 competitors who must drive about 1,000 km (621 miles) over the course of three days.

The Prius PHV utilizes a proven lithium-ion battery that can be charged from a conventional household electricity outlet or a public charging post. It has the fastest charging time of any plug-in vehicle on the market – approximately 180 minutes using a 110V outlet and 90 minutes with 220V.

“Toyota hybrid systems are proven in the real world.” said Stephen Beatty, Chief Environmental Officer at Toyota Canada Inc. “It’s no wonder Toyota’s Hybrid Synergy Drive is the choice powertrain when benchmarking fuel efficiency, it explains why over a quarter of the entrants in this year’s rallye are powered by Toyota’s HSD system.”

The Alternative Energies Cup season features 12 green rallies, including one stop in Canada, the Rallye Vert de Montréal.

Toyota Canada gained entry into the Monaco rally by winning the Montreal event for the 2^nd  time last October. Vinh Pham will once again jump behind the wheel of the Prius PHV, with Alan Ockwell as his navigator.

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The Toyota Prius and Highlander Hybrid have garnered category honors as part of U.S. News and World Report’s Best Cars for Families awards.

The 2013 Toyota Prius took top honors in the Best Hatchback for Families category, while the 2013 Highlander Hybrid won the Best Hybrid SUV for Families award for the third year in a row.

Meanwhile, the Ford Fusion Hybrid won the Best Hybrid Car for Families category.

The Best Cars for Families awards said it combine quality, size and family-friendly features into a composite score. Quality is measured using a weighted average of scores from the U.S. News rankings at the time the awards are published.

The rankings compare cars on the basis of safety, reliability and a consensus of automotive critics’ opinions. Size is based on a vehicle’s seating capacity and interior space.

For family-friendly features, the U.S. News editors factor in the availability of features deemed to be helpful to families.

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Toyota’s Prius-badged vehicles were the most popular new vehicles with California drivers during the 2012 calendar year.

According to R.L Polk, the Prius family cars, which included the Prius Liftback, Prius v, Prius Plug-in, and Prius c, accounted for 61,893 vehicles registered in California.  This makes the Prius the No. 1 vehicle badge sold in the south-western state.

This is in line with the trend shown by the state’s consumers who are adopting gasoline-electric hybrid technology and putting more of these vehicles on the road.

“Consumers are drawn to the Prius vehicles because of the brand’s focus on efficiency,” said Bill Fay, group vice president and general manager of Toyota Motor Sales, Inc.  “All four distinct Prius models offer outstanding fuel economy.”

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A strong start reported this week for Prius c orders is news, but is it surprising?

Toyota says in the first three days since sales began March 12, it sold 1,201 units, eclipsing Nissan Leaf’s 478 units sold and Chevy Volt’s 1.023 units sold in the entire month of February.

“A number of factors drive the auto market, and fuel prices is one of them,” said Bob Carter, group vice president and general manager of the Toyota Division. “With 53 miles-per-gallon in the city and priced under $19,000, the timing for Prius c couldn’t be better.”

As we noted last month, in Japan Toyota received ten times the expected orders for the car called the Aqua in the home market, and which builds on the reputation already established by the number-one selling regular Prius hybrid.

Last month Prius sales totaled 20,593 and 32,593 year-to-date.

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Today, at 2:46 pm, Japan came to a stand-still, again. Trains and subways stopped. People did fold their hands, faced in the general direction of the northeastern coast of Tohoku, and said a silent prayer. Japan and the world marked the one year anniversary of the earthquake and tsunami that left whole towns razed, more than 19,000 people dead or missing, 344,000 people displaced, and a large area around the crippled Fukushima Daiichi power plant off-limits for decades, if not permanently.

Writers often like to equate the power released by the quake to the nuclear bombs that had been dropped on Hiroshima and Nagasaki. Depending on who you read and believe, it was anywhere between 31,700 and 600 million Hiroshima bombs. Large parts of the coastal areas are dotted with huge, neatly stacked piles of rubble which nobody wants to take and nobody knows what to do with. The devastation was so big that it turned into an attraction on Google Earth. Considering the immense damage, it is amazing how quickly the country did rebound. On Friday, I visited what was presented to me as an emblem of the amazing turn-around, Toyota’s plant in Kanegasaki, Iwate Prefecture. Here, 1,700 employees are working overtime to build Toyota’s Aqua / Prius c, for which everybody is screaming.

“The Aqua has turned into a symbol of our recovery,” says Tetsuo Hattori, CEO of Kanto Auto Works, one of the members of the sprawling Toyota Group empire. His company is the sole manufacturer of the Aqua / Prius c compact hybrid that itself is turning into a symbol for the turn-around of Toyota. Touted as the world’s cheapest and most fuel-efficient hybrid car, the Aqua sold 13,485 units in January, the first month after its launch. It sold 21,951 in February. It could have sold many more, would the factory in Kanegasaki be able to build more. Toyota sits on 120,000 backorders for Japan alone.

The two lines in Kanegasaki have an annual capacity of 300,000 units, that comes out to 25,000 cars a month. With overtime, output can be raised to 30,000 per month. The plant made 30,000 Aqua in January, 30,000 Aqua in February and will make 30,000 Aqua in March. 24,000 of those stay in Japan. 6,000 are being exported.

The plant is supposed to make other cars than the Aqua. The Iwate plant is also responsible for the production of the Blade, Ist/Scion xD, the Belta/Yaris Sedan, and Ractis. These cars had to make way for the Aqua. All traces of these cars have vanished from the factory.

From the two manufacturing lines to the tree-lined lots where finished cars await shipment, it is Aqua/Prius c as far as the eye can see. Asked what he will do to create more capacity for the Aqua, Hattori says that production of the Ractis may be gradually shifted to the Kanto Auto Works plant in Higashi Fuji. Here, old Toyota standbys such as the Century, or the Crown Comfort, popular with notoriously overpaid Japanese taxi drivers, are being built. A look at the numbers shows that shifting production will bring no relief. It simply cements the status quo. Nevertheless, Hattori flatly denies rumors that the Aqua/Prius c might be built elsewhere than at Kanto Auto Works, or even in a different plant than in Iwate.

We are up in the north of Japan. 500 miles westward, across the sea, is Siberia. The ground is still covered with snow. That snow is “a pain in the neck,” says plant manager Kazutoshi Yoshida. He will keep 1,500 tons of the pain in the neck literally under wraps, and use water from the melting snow to cool the air-conditioning in summer. Once the snow is gone, it will be time for the goats. 12 of them do lawn care duty without using any fuel. They also “create a relaxed mood amongst our workers.” I don’t dare to ask what happens to the well-fed goats come wintertime.

A year ago, I had visited Toyota’s new plant in Ohira, 70 miles south of Kanegasaki. Back then, I had speculated that the plant may be a pilot plant. This time, that title is official. “We want to be the global model plant for compact vehicles,” says a proud Hattori, and his plant manager Yoshida says it again. The workers are highly trained, encouraged to acquire a multitude of skill sets. Workers regularly act as production engineers, providing creative solutions. “This is not something that can happen in emerging nations,” says Yoshida. In 2007, 60 percent of what this plant made was exported. Now, the rate is down to 30 percent, with further reductions likely unless the yen gets weaker and the dollar stronger. If this plant can’t export cars, at least it can export plants.

Some 50 miles from the coast, and sheltered by two mountain ranges, the plant survived the earthquake only slightly damaged. It was back up four days after the quake. Then, it had to wait for parts from less lucky suppliers. One factor in its survivability is the gas-fired cogeneration plant that can provide two thirds of the plant’s electrical power. It will be put to the test this summer. In March and April, the last two of Japan’s 54 nuclear power plants will go off-line for maintenance, leaving Japan’s power grid in an even more precarious state than last summer.

Last Friday, the plant opened to outside visitors for the first time since March 11, 2011. As our plant tour draws to an end, the line stops, workers fold their hands, bow their heads, and face east in silent prayer. It is 14:26, time to remember the dead. But it is Friday, two days ahead of the anniversary.

“Tomorrow, we work with one shift,” says my guide. “On Sunday, people want to rest.“

No work on Sunday. A year after the monster quake, normalcy has returned to Japan. In this part of Iwate, at least.

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