Toyota CEO's 2008 initiatives centered on green efforts

Toyota Motor (NYSE: TM) beat up on General Motors (NYSE: GM) in 2007, and the company wants 2008 to be the year in which it officially becomes the world's largest automaker by sales volume. To kick off the new year, company CEO Katsuaki Watanabe recently released Toyota's resolutions and initiatives for 2008.

Watanabe highlighted the plight of global warming to start his message off. Surprised? Don't be -- he then indicated Toyota would be involved with three areas of sustainability in 2008: research and development, manufacturing, and social contribution. Watanabe's concentration on the eco-friendliness of the auto industry to begin his 2008 initiatives hinted at where the company was going with its hybrid automobile focus. Sure enough, Watanabe said that Toyota wanted to have a hybrid model in all consumer vehicle model lines in Japan as soon as possible.

But then, Watanabe dropped quite a large hint that Toyota was becoming heavily involved in the manufacturing and design of batteries and alternative energy research. This makes sense, as current hybrid models need to increase in the cost/benefit arena if consumers are ever going to be swayed to purchase them en masse. Watanabe also mentioned Toyota's involvement in "sustainable mobility" as it applies to infrastructure and energy.

In essence, Watanabe's entire message for 2008 centered on alternative vehicle propulsion and energy generation more than anything said about the competition. Will Toyota become the biggest "green" company on the planet through its efforts? When it comes to one of the larger contributors to greenhouse gases -- automobiles -- it surely could. Will its efforts pay off with more sales in its global markets? Shareholders hope so.