a little preview of the remix
Toshiba sees Houston as hybrid heaven (with exclusive green ignition audio)
The energy capital of the world is poised to get a green boost from Japanese electronics company, Toshiba Corporation, which plans to expand a manufacturing plant in Houston to produce drive motors for electrified vehicles.
The factory represents Toshiba's first automotive propulsion systems production facility outside its native Japan. Houston will be the company's base to expand its presence in the U.S. market.
"Toshiba recognizes the importance of localizing production within North America to ensure long-term growth and make a commitment to the North American market," said Shinichiro Akiba, President of Toshiba International Corporation. The company believes the global market for all kinds of electrified road vehicles will grow from 50 billion yen in 2009 to 1 trillion yen in 2020, according to BrighterEnergy.org.
Currently, Toshiba produces systems in Mie Prefecture on Japan's Honshū island. The expansion is the fruit of the company winning a contract to supply propulsion systems for the Ford Motor Company's five new electrified vehicles. Beginning in 2012, Toshiba will produce the propulsion motors in Houston for hybrid electric vehicles, plug-in electric vehicles and electric vehicles.
We can assume that Ford will be using the motors for cars, but Toshiba itself is known for its motorcycle offerings. The eventual unveiling of a hybrid motorcycle in Houston begs the question: As opposed to the typical raucous motorcycle "vroom vroom," what progressive sound will the vehicle make when it's put into ignition?
A CultureMap think tank brainstormed potential notes, presenting three options for the Toshiba hybrid remix to ignition:
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Which is your favorite? What do you want your green machine to sound like?