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Toyota begins national Mirai awareness campaign

Toronto-based automaker Toyota Canada has begun a national promotional effort to introduce the Toyota Mirai fuel cell electric vehicle in this country. The company will be displaying three of the vehicles at a number of consumer auto shows through 2017, beginning with the Montreal Auto Show this week. The Mirai, a sedan powered by a hydrogen fuel cell, is already on sale in Japan, California and parts of Europe. The show display focuses on the car's lack of greenhouse gas production, short refueling time and 500km range, as well as its cold weather performance. Additional elements will be added to the awareness campaign through the year.

"The hydrogen-powered Mirai joins Toyota's broad range of advanced technology systems and vehicles, including hybrids that we build in Canada, to help reduce emissions under real-world conditions while delivering everything that drivers desire in a car, SUV or light duty truck," said Stephen Beatty, vice-president of Toyota Canada. "We’re pleased to kick off the Mirai's cross-Canada demonstration in Montreal this month, and look forward to sharing with drivers and stakeholders this hydrogen-powered approach to a cleaner future. Watch for the Mirai at auto shows and other events from coast to coast throughout 2017."

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