Environmentalists Protest Toyota at New York Auto Show

Two members of the Freedom from Oil Campaign scaled a facade at the Jacob Javitz Center and unfurled a banner denouncing the Toyota Motor Company on the first day of press previews at the New York Auto Show.

Dressed in business attire, hardhats and rock-climbing gear, the protesters scaled the wall and unfurled a banner which featured the defaced logos of Toyota and its Tundra truck.

A heading on the banner read, "The truck that's changing the climate," mocking Toyota's own, "The truck that's changing it all" catchphrase. Toward the bottom, the banner read, "not an environmental leader" in a font similar to the one Toyota uses for its own "moving forward" tagline.

Police taped off a small section of the Javitz Center around the wall-crawlers, and a small crowd of reporters already on hand for the auto show soon appeared to follow the action. Officers arrested the men before they could make it back down to the ground.

According to the Freedom from Oil Campaign website, the organization's goal is to "stop global climate change by convincing the entire auto industry to dramatically improve fuel efficiency and eliminate vehicle greenhouse gas emissions."

The campaign released a press release following the event, in which Jodie Van Horn, one of the climbers, said, "The message from today's auto show is clear: America wants cleaner cars, and the auto industry needs to stop making excuses and start mass-producing them."

"Toyota can't have it both ways," Mike Huderna, co-director of the Freedom from Oil Campaign for Global Exchange, also said in the release. "Toyota can't call themselves an environmental leader while fighting legislation to curb greenhouse gas pollution and accelerating into the truck market."

In response, Toyota representatives outlined the company's ability to build and sell fuel-efficient vehicles.

"Toyota respects the tradition of free expression. However, the organization involved is misinformed about the new Tundra,’” said Mike Michels, Toyota's corporate manager for media relations, in a statement. “In every vehicle category in which we compete, Toyota fuel economy is at or near the top, while smog-forming emissions are among the lowest. The all new Tundra is no exception.”