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Toyota Is De-Volkswagenifying the Air in California

Toyota Mirai Clean Billboard, [Image: Toyota North America]

Toyota is teaming up with Clear Channel Outdoor Americas to help clean California’s air with a billboard advertising its hydrogen-powered Mirai fuel cell sedan.

From April 3 to May 28, a total of 37 billboards in Los Angeles and San Francisco will filter smoggy air, thanks to the titanium dioxide-coated vinyl used in the sign.

While Toyota missed an opportunity to explicitly rub salt in a certain rival’s wounds, this is nonetheless a pleasant change of scenery in the automotive world, especially considering all of the Volkswagen emissions scandals of the past couple of years.

According to Toyota, the billboards will create nearly 25,000 square feet of pollution-purifying power and “reverse the equivalent of 5,285 vehicles worth of nitrogen dioxide emissions per month.” Nitrogen dioxide, you say? Hmm. What automaker just paid 20-plus billion dollars for belching out too much of that stuff?

“Toyota consistently searches for new environmental technologies across all operations,” said Mark Angelacos, Advanced Technology General Manager of Toyota North America, in a press release. “When Clear Channel Outdoor Americas brought us the opportunity, we saw it as a perfect match. This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.â€�

The billboards’ coating was developed by PURETi Group, LLC, and Clear Channel Outdoor Americas holds exclusive rights to the technology.

While Californians can breathe easier, Toyota can’t. There’s now a direct rival to the Mirai in the Golden State, offered to eco-conscious consumers by Toyota’s main Japanese rival, Honda.

[Image: Toyota North America]

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