New Mirai has attractive features
According to Toyota Europe Newsroom, Toyota will launch its 2nd generation fuel cell electric vehicle (FCEV), Mirai, in Europe. There are several highlights relating to the second generation of Toyota’s ground-breaking, zero emission hydrogen fuel cell electric sedan.
First of all, the Japanese automotive giant redesigned fuel cell system completely. Thanks to this redesign, it realized significant reductions in the size and weight of all principal components.
Secondly, new platform and repackaged powertrain contain a third hydrogen fuel tank to be added. This new feature can contribute to a 30% increase in the car’s driving range. It is up to around 650 km. In addition to this, customers can refill fuels easier and quicker, and it will take just five minutes or less
Finally, Toyota focuses on emotional appeal more through design, driving quality, and eco-performance. Even though the price of new Mirai is expensive, these new features will attract many customers in Europe.
Who is Toyota Corporation?
Toyota Corporation is a Japanese multinational automotive manufacturer, and it was founded in 1937. Its head office is in Toyota city, Aichi prefecture, Japan. Toyota is the most valuable Japanese company as of February 28th, 2021. It sold 9.52 million vehicles in 2020, and 10.74 million in 2019, respectively. The number in 2020 was the highest among automotive manufactures so that its presence is second to none.
2nd generation Mirai’s numbers
Spec of 2nd generation Mirai is here
- Overall length (mm): 4,975
- Overall width (mm): 1,885
- Overall height (mm): 1,470
- Wheelbase (mm): 2,920
- Passenger capacity: 5
- Driving range: approx. 30% greater than current model
- Note: The 1st generation Mirai around 10,000 sold globally
The rich will purchase fuel cell electric vehicles
We discuss with Toyota’s Packaged Fuel Cell System Module in the other article. Thus, it seems obvious that the Japanese company puts much effort into the development of FCEVs as well as EVs. This is because automotive manufacturers need lots of electricity to produce vehicles. In addition, electric vehicles cannot run without electricity. This statement seems silly, but it is important.
How do we produce electricity? Of course we use not only wind or solar energy but also fossil fuels. Therefore, electric vehicles are not perfect solutions to reduce greenhouse gas emissions. On the other hand, water and heat are products when we use a fuel cell. Therefore, fuel cell electric vehicles can be more eco-friendly than electric vehicles.
Of course, the price of FCEVs is still expensive, but sustainability is getting to change our perception. The rich people are often affordable to purchase high end products. If these people become more conscious about eco-friendliness, they might buy fuel cell electric vehicles. Even though 1st generation Mirai is attractive, the number of total sales is 10K. Therefore, it is no problem that the 2nd generation Mirai is for the rich people, too.
If we were to sell something to the rich, what do we take into consideration? Probably, design and performance may be more important than the price. In this sense, the 2nd generation Mirai does make sense. Thus, we can expect that the product will be popular among the rich people who care sustainability and eco-friendliness.