I got the following response from Toyota fairly quickly:

We want to thank you for taking the time to write us here at Toyota Motor Sales, USA, Inc.

We are sorry you heard of the inaccurate assertion that we are actively lobbying against increased fuel economy standards, and we want you to be aware of our company’s position supporting increased fuel economy.

There are various bills before Congress that would mandate a new target of 35 mpg by 2020 and require both cars and trucks to meet that standard. Our engineers tell us the requirements specified by these proposed measures are beyond what is possible. Toyota spends $23 million every day on research and development but, at this point, the technology to meet such stringent standards by 2020 does not exist.

Toyota has long supported an increase in the Corporate Average Fuel Economy (CAFÉ) standards. Moreover, Toyota has always exceeded federal fuel economy requirements. We are continuously striving to improve our fuel economy, regardless of federal mandates.

Toyota currently supports a proposal known as the Hill-Terry bill, HR 2927, that would set a new standard of up to 35 mpg by 2022 (up to a 40% increase) and maintain separate categories for cars and light trucks. Although this won’t be easy, we believe it is achievable.

To learn more, please visit our blog "A Call to Action-Let’s Move Forward on Fuel Economy" at: http://blog.toyota.com.

You may also want to review the testimony given on March 14th, before the United States House of Representatives Subcommittee on Energy and Air Quality of the Energy and Commerce Committee by Jim Press, President of Toyota Motor North America, regarding Toyota’s plans and goals regarding increased fuel efficiency and lower vehicle emissions.

Toyota remains committed to the environment and the goal of sustainable mobility and we appreciate you taking the time to contact us.

Toyota Customer Experience

So where does Friedman get his information? There is no disclosure of sources in the article. Further, responding directly to this e-mail, how do Toyota engineers deem that "the requirements specified by these proposed measures are beyond what is possible" when they have cars and technologies that do this already, with vast improvements rumored for the next generation of their Hybrid Synergy Drive technology? I’ve been told by Toyota salespeople personally — not that I ever trust salespeople farther than I can throw them — that Toyota intended to hybridize its fleet by 2010. If the technology exists, despite that this assertion is an all-out lie, why not?

Why is Toyota so reluctant to step up to the plate? They disprove themselves when they state that it’s impossible. If what they mean is that the demand for vehicles with hybrid drives outstrips the supply of parts to manufacture those drives, why not say that rather than sidestepping the issue?

I decided to reply to the message Toyota sent in an effort to perhaps get some clarification:

I find your argument that the technology doesn’t exist to be highly vexing, and, quite frankly, misleading. I drive a Toyota car – the Prius – that proves that technology does exist to support higher vehicle mileage. The Hybrid Synergy Drive system was built for the purpose of increasing mileage on vehicles, and is in active use on several Toyota models. Does Toyota mean to say that the demand for hybrid drives outstrips Toyota’s ability to manufacture such drives in large enough quantities to support the market? If that’s the case, then come out and say it. Hiding behind such blatantly wrong statements to the effect of “the technology doesn’t exist” doesn’t make sense. Of course it exists – Toyota invented it!