Toyota recognizes that finding ways to limit the impact of the cars on the planet would be the key success factor for the auto industry and would account for its survival on the long run.
As a concrete response, Toyota introduced Prius, the hybrid car, which has an almost zero emission, burns less fuel, and releases less greenhouse gases in the atmosphere, which are the ones responsible for the climate change. In 2004, Prius was the fastest selling car in America, and Toyota doubled the production in 2005 as a response to a high demand. Improving fuel efficiency, reducing emissions of CO2, make exhaust emissions cleaners and limiting the use of fossil fuels are few concrete items that Toyota is exploring in order to gain a competitive advantage in the market.
Toyota took the initiative to diversify energy sources by introducing bioethanol-compatible vehicles. They have the necessary technology to allow all gasoline engines to run reliable with 10% bioethanol content. I think, this is a response of a various researches in the world regarding using alternative fuels. One such kind of research was undertaken by Iogen Corporation, an Ottawa based Biotechnology Company that produces EcoEthanol, which is a clean, zero-net-CO2-emission fuel that can be used in cars.
I do believe that through its policies and visions, Toyota has built a culture and a long term strategy that is leading to Corporate Social Responsibility and Sustainable Development, which would account for company’s success.