Toyota Mirai Takes to the Track

Mirai Will Pace Toyota Owners 400 at Richmond
Mirai Is First Hydrogen Fuel Cell Electric Vehicle to Pace a NASCAR Race

RICHMOND, VA. (April 23, 2015) – Toyota today announced the 2016 Toyota Mirai, a hydrogen fuel cell electric vehicle, will pace the Toyota Owners 400 NASCAR Sprint Cup Series race at Richmond International Raceway on Saturday night, April 25.

Today’s approval allows the Mirai to serve as the first hydrogen-fueled vehicle to pace a NASCAR race. It will lead the Sprint Cup Series field to the green flag at Richmond on Saturday night and emit only water out of its tailpipe along the way.

“Having a hydrogen fuel cell vehicle pace the Toyota Owners 400 is a historic moment for both Toyota and NASCAR and we’re proud it’s the Toyota Mirai,” said Ed Laukes, vice president of marketing, performance and guest experience, Toyota Motor Sales, U.S.A. “Bringing the Mirai to Richmond to pace this important race is another way for Toyota to showcase our innovation and environmental leadership.”

The Mirai is a four-door, mid-size sedan with performance to pace the 43-car NASCAR field at Richmond International Raceway (RIR) while using no gasoline and emitting nothing but water vapor. The groundbreaking fuel cell electric vehicle is powered by hydrogen, refuels in about five minutes and travels up to 300 miles on a full tank. It will arrive first to buyers in California later this year.

The Mirai was tested and approved by NASCAR to pace the Toyota Owners 400 NASCAR Sprint Cup Series race after a test session at RIR earlier today. In the test session, the Mirai met NASCAR’s performance requirements to pace the 400-mile NSCS race.

There is Toyota precedent bringing hybrid and alternative fuel technology to track. The Toyota Camry Hybrid earned praise as the first hybrid vehicle to pace a full NASCAR race when the hybrid vehicle was used for the Coca Cola 600 in May 2009.

From fuel-efficient vehicles to developing groundbreaking technologies, Toyota is proud to be at the forefront of environmental sustainability – and the Mirai pace car showcases this commitment. Toyota has more than 2 million hybrid vehicles on U.S. roads – more than any other manufacturer – and continues to develop new breakthroughs in plug-in, electric and hydrogen fuel cell technologies.

Tickets for the Toyota Owners 400 race weekend at Richmond International Raceway on Friday, April 24 and Saturday, April 25, including the Toyota Care 250 NASCAR XFINITY Series race, can be purchased online at RIR.com or by calling 866-455-RACE.

Fueled by Bullsh*t

Toyota Taps Morgan Spurlock to Direct First Video in “Fueled by Everything” Series

TORRANCE, Calif. – 04.22.2015 – Sometimes reality stinks. Toyota has tapped award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles “bullsh*t” isn’t far from the truth.

“Fueled by Bullsh*t” is the first online video in a multi-part “Fueled by Everything” series aimed to educate a broad audience about the innovative ways hydrogen fuel can be made from renewable sources. Spurlock directed the 3-minute piece which features a dairy farmer and mechanical engineer as they follow cow manure  from a mooing supply source to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai.

“This project gave us the opportunity to dive into a world that most people don’t understand but has the potential to change our world,” said Spurlock.  “Witnessing manure, something most of us view as being pretty disposable, being transformed into hydrogen fuel to power a car was pretty remarkable.  I think this short film is pretty compelling evidence of what could be possible in the years ahead.”

Beyond high quality dung, hydrogen can be manufactured from other renewable energy sources like solar, wind and biogas from landfills. These production methods can result in a domestic and locally sourced fuel that powers the Mirai while emitting only water vapor from the tailpipe.

The multi-series video campaign is launching through the Toyota Mirai website (www.toyota.com/mirai) and additional digital properties with paid online media support.  The Toyota Mirai site will also feature a deeper dive into the scientific process of creating hydrogen fuel, with explanations from scientists and experts in the field.  This content will also appear across Toyota social and media partner sites, including Forbes.com, YouTube and Hulu.

“We’re putting hydrogen in the spotlight for its exciting potential as a renewable fuel source,” said Bob Carter, senior vice president, automotive operations, Toyota Motor Sales, U.S.A., Inc. “This is the beginning of the road for hydrogen, but we see the potential and we’re making a long-term investment in the future.”

The four-door, mid-sized Toyota Mirai delivers performance similar to traditional internal combustion engines – re-fueling in about five minutes and a range of up to 300 miles on a full tank. The Mirai will go on sale in California later this year.

Toyota’s “Fueled by Everything” campaign was created with creative agency partner Droga5. To see the video and information about Toyota’s commitment to fuel cell technology, visit www.toyota.com/mirai/fueledbyeverything.html.