Toyota Mirai Orders Top 1,400 In Japan – Toyota To Quadruple Production Capacity

JAN 15 2015 BY MARK KANE 28

Toyota Mirai

Toyota Mirai

Toyota Mirai

Toyota Mirai

After an announcement on tripling production of fuel cell cars from the initial 700 annually to 2,100 by the end of 2015, Toyota now is willing to raise the bar to 3,000 Mirai year in 2017.

A Nikkei article states that production will more than quadruple due to strong demand, but 3,000 cars produced at least two years from now still isn’t a high rate, right?

In Japan, the number of orders for Mirai reached 1,400 and some buyers will need to be patient.

“In response to brisk pre-orders, the company decided ahead of the Dec. 15 release of the vehicle to raise the annual capacity to 2,100 units at the end of this year by investing about 20 billion yen ($168 million). Now, it will raise the volume further, to 3,000 in 2017 by spending several dozen billion yen on the two facilities.”

“Demand for the Mirai has been strong from municipalities, businesses and affluent consumers, and orders in Japan have topped 1,400 units. A staffer at a dealership in Aichi has been telling customers that it will take three years to deliver the car with the current production capacity.”

“Toyota’s latest decision comes as the automaker gears up to release the Mirai in the U.S. and Europe in the summer. The company plans to sell at least 3,000 units of the Mirai in the U.S. by the end of 2017, in light of zero-emission vehicle regulations in the state of California.”

Source: Nikkei

Categories: Toyota

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28 Comments on "Toyota Mirai Orders Top 1,400 In Japan – Toyota To Quadruple Production Capacity"

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Chris O

So apparently the production capacity cost is $120K per unit/year. It depends of course on the number of cars that is eventually produced with this investment but it’s another indication that getting some H vehicles on the road is a pretty expensive hobby for Toyota.

Aaron

Maybe it’s worth it for the 9 CARB credits they receive per vehicle.

Lou Grinzo

Surely I can’t be the only one here who would LOVE to see Toyota’s spreadsheet where they do the cost/benefit analysis — we spend $X (a big number) on developing, promoting, and selling the Mirai (including losses from actual sales), we sell Y units, and get Y*9 credits, each effectively worth $Z, and since $Z*Y*9 > $X, we greenlight the project.

pjwood

You forgot a theta, for the higher margin of a hybrid sale, minus that of a PHEV.

sven

The article says that Toyota is increasing production in response to strong demand in Japan. Are you saying that Toyota receives CARB credits for the fuel-cell vehicles it sells in Japan?

JakeY

No CARB, but a boatload of incentives, $20k last I heard. Their prime minister is very pro-hydrogen to the point where he suggests even a full subsidy for the car, and also large government fleet orders (which is happening already).

Micke Larsson

“strong demand” in Japan = the government buys them for people in an effort to support Toyota.

There will almost always be “strong demand” for a free car with almost free fuel instead of a car and fuel to market price.

If they would sell 3000 outside Japan (and California) then I would actually have been a bit impressed.

David Murray

Sounds like Japanese people have drank the hydrogen koolaid.

kdawg

Yuba

+100 kdawg 🙂

Total waste of money.
Dear Toyota, please admit you are wrong and spend your money on a 200 mile EV

But with this kind of investment they will find out the hard way I guess

Jouni Valkonen

200 mile range is not enough. 300 miles is in the sweet spot.

taser54

Japan is pushing forth a hydrogen economy and are already powering towns with Fuel Cells. They are aggressively installing hydrogen fueling stations.

It works for an Island nation.

shawn marshall

I think you’ve identified the real objective for Japan. Hydrogen from nuclear plants would make this resource poor nation independent of market vicissitudes ala WWII.
It’s remarkable how many ‘experts’ think Toyota and Japan do not know what they are doing. Succeed or fail, I will watch with interest.

SIvad

Toyota is always comparing the Mirai to the slow early adoption rate of the Prius when it was introduced attempting to set the narrative that criticism is unwarranted because look how successful the Prius is now.

About the Gen 1 Prius only sold in Japan:
“Production commenced in December 1997 at the Takaoka plant in Toyota, Aichi, ending in February 2000 after cumulative production of 37,425 vehicles.”

So 1,400 Mirai ordered this year. And let’s give them the benefit of the doubt that they will sell 3,000 on year 2 and 3.

That’s 7,400 total Mirai sold at best in the first 3 years to the Prii sales of 37,425. Hardly convincing that people want this car.

Chris O

The “trust us we did the Prius” pitch would have been a lot more convincing if the Prius had initially started out at $60K too.

kdawg

And didn’t require an entirely new infrastructure.

MDEV

1399 buyers are Toyota employees.

kdawg

The last guy owns the hydrogen station.

Mike

Bribes or kickbacks surely involved.
They have to pay you money to drive the Bomb-On-Wheels.

Francis L

Wow, 3000 per year, that surely makes companies invest in an expensive hydrogen network … (sic).

Tesla is building more car than this per month, NOW!

Anon

“Oh, those poor people…”

Andrew

All I got from that was “municipalities.”

I bet 1,200 of those 1,400 orders are from the gubmint.

Mike

Background Checks. You want Background Checks.

This is the perfect car for suicide BOMBERS!

BraveLilToaster

That’s funny, there were over 9,000 Nissan Leafs sold in its worst (and first, not even whole) year of production. And in those early years, it was considered a failure by the press.

So why is 3000 a year a good number again?

Oh yeah, so they can release articles like “We’re tripling production!” A huge percentage of a small number is still a small number.

krona2k

I didn’t think this was news, I saw the 3000 by 2017 ages ago. Still not a large number all things considered.

pete g

Great but I don’t live in a Tokyo high rise. I live in a house with a garage, that has a plug in it.

Murrysville EV

They’ll make up the losses with volume.

QCO

It’s important that enough of these get built so that every auto history museum can put one on display. Have to provide historical context about FCVs being both ugly and impractical.