Matching Consumer "Wants" with Environmental "Needs"
by Mark Faiman, Toyota Material Handling, U.S.A., Inc.
When it comes to some of life’s everyday problems, there is no doubt that today’s consumer is confronted with an obvious push by the United States and countries around the world to embrace more environmentally- friendly solutions. House too cold? Use insulation made from recycled blue jeans. Light bulbs using too much energy? Replace them with new bulbs that use a fraction of the energy and last exponentially longer. Utility bills too high? Consider using solar energy instead.
And while many are doing a progressively better job of identifying opportunities to use “green” solutions, there are still some instances where this thinking has not become second nature to American consumers. Case in point: the automobile. Despite the availability of alternative fuel cars for more than a decade, only now has the American public begun to half-heartedly embrace them. The challenge for some manufacturers up to this point is that most consumers have a difficult time reconciling their desire for personal style and performance – better identified as speed – with their desire to espouse energy efficiency. Only recently have alternate fuel and hybrid fuel car manufacturers begun to explore workable solutions to this.
This same half-heartedness, however, does not necessarily exist in American businesses. Businesses have been, in many ways, early adopters of “green” solutions. Believe it or not, it is service vehicles that are now providing businesses with some of their most environmentally-friendly solutions. A great example is the tow tractor. Those in the service vehicle industry are no doubt aware of the tow tractor. Those outside the industry will likely recognize it as the vehicle that pulls luggage trailers on airport tarmacs, or the piece of machinery that is used in nearly every vehicle assembly plant in the United States and abroad, or even the machine that gets warehouse workers and loads from one end of the warehouse to another. Recent advancements in tow tractors have positioned them among an increasing number of available “green” business solutions.
Toyota’s New Tow Tractors Offer Environmentally-Sound Solution
Recently, Toyota has come out with a new series of electric and diesel powered industrial tow tractors. The newly-designed Toyota electric tow tractors, available in 3,300- and 4,000-pound drawbar pull capacities, are growing in popularity for ground support equipment (GSE) operations where air quality or meeting government fleet average requirements are factors. The diesel tow tractors, in 4,400- and 5,500-pound drawbar pull capacities, are tailored to meet the needs of baggage handling and material handling requirements that call for long runs and very high cycle operations.
Though clearly designed for power and capacity, both the electric and diesel engine models have further enhancements with environmental concerns in mind. For obvious reasons, the electric engine model is a green solution. But rather than stop there, Toyota took just a few more steps to increase the efficiency and productivity of the electric model. By using an AC drive motor and controller system the unit features three forms of power regeneration built into the design of the electric tow tractor to recover energy for extended battery performance: an accelerator release system (coasting); a shift directional lever from the forward to reverse operations (plug braking); and a brake pedal switched regenerative braking system. To also prevent unnecessary battery drain, an automatic shut-off feature turns the vehicle off after 30 minutes of idle time.
An Industry leader in Environmental Initiatives
Toyota's new 2.4L 1DZ-III diesel engine leads the industry by being the only standard engine on a tow tractor that meets the more stringent EPA Interim Tier 4 emissions standard; certifying to the more stringent standard results in over 26% less Particulate Matter emissions than the required 2008 EPA Tier 3 standard. Now those who require the towing capacity offered by a diesel engine are not required to sacrifice the environment in the trade-off.
Much More than Great Performance
For many, decisions about vehicles, including those service vehicles on which the public relies so heavily, are not based solely on performance. Like it or not, the same things that influence the average car consumer – style, comfort and convenience – also influence the business owner looking to buy a tow tractor. In the past, one of the drawbacks of electric vehicles was the inconvenience of having to find a charging station. And while luxury cars are designed year after year to provide new amenities like seat warmers, automated sunshades and cup holders that keep beverages either warm or cold upon command, service vehicles like tow tractors haven’t necessarily commanded the same attention.
After all, these tow tractors don’t drive themselves – which is why Toyota believes that with the operation critical nature of the loads being carried, the best interests are better served by giving drivers not only the capability they require, but also the comfort and convenience they need as well.
For tow tractor operators, cabin comfort and automation are key factors. Again, Toyota has taken all of this to heart. Toyota’s tow tractor models feature an optional steel cabin that offers greater operator comfort and productivity for working in extreme weather conditions. A single pin drawbar quick-release hitch is standard that enables the operator to release carts without having to leave the seat, further increasing productivity. All units feature an ergonomic layout of the operator’s compartment that offers enhanced visibility of the meters and gauges. On the electric models, a back-lit, liquid crystal multifunction digital display monitor provides the operator with access to a broad range of programmable functions including password-protected performance parameters, a time and date feature, parking brake and battery capacity indicators, and a brake fluid and overheating warning system. All models feature a hydraulic power steering system that works to increase operator comfort by preventing shocks and vibration from being transmitted from the ground to the steering wheel.
There is an old saying about taking the everyday things for granted. No truer could this saying be, than in reference to support vehicles like the tow tractor. As long as the equipment is serving its purpose and performing relatively well, it rarely gets any attention. Questions are hardly ever asked as to whether or not the piece of equipment is as good as it can be or even defining what the spectrum of “good” might be.
It is when these new, powerful, and yes “green,” solutions come along that it becomes more and more appropriate to ask a completely new set of questions. More than simply asking is the vehicle is working well enough is the questions of whether it is doing enough. Also, is it doing enough for productivity? Enough for safety? Enough to keep costs down? And finally, is it doing enough for the planet?
The farther along technology allows both consumers and manufacturers to travel toward environmental conservationism and stewardship, the more critical these questions and the resulting answers will become.
About Toyota Material Handling, U.S.A., Inc.
Celebrating its 40th year of established operations in the United States, Irvine, Calif.-based Toyota Material Handling, U.S.A., Inc., (TMHU) has been the number-one selling lift truck supplier in the U.S. since 2002 and currently offers a full line of high-quality lift trucks sold under the Toyota brand. Built on a reputation of excellence, Toyota remains popular due to its quality, reliability and durability. Quality is the hallmark of Toyota’s world-renowned Toyota Production System practiced at all Toyota manufacturing facilities, including Toyota Industrial Equipment Manufacturing (TIEM) in Columbus, Ind. Most of the Toyota lift trucks sold in the United States are manufactured at TIEM.
TIEM and all Toyota manufacturing plants in the U.S. and Canada comply with the ISO 14001 standard from the International Organization for Standardization (ISO), and have been honored for their environmental management systems and dedication to continuous improvement. TMHU remains the first and only manufacturer to offer EPA and CARB-certified Compressed Natural Gas (CNG) powered lift trucks. The recently-introduced Toyota 8-Series IC lift trucks produce 70 percent less smog-forming emissions than the 2007 federal EPA standard and have met California’s 2010 emission standards three years early.
Toyota’s commitment to excellence in customer service extends nationwide. Sixty-nine authorized Toyota Industrial Equipment dealers, with a total of 189 dealership locations throughout the United States, offer comprehensive customer service support, including one-stop shopping for both new and Certified Used lift trucks, parts, service and financing. For more information on TMHU, please visit www.toyotaforklift.com or call 1-800-226-0009.
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