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Roger Schreffler


Roger keeps tabs on the Japanese auto industry, specializing in coverage of manufacturing and advanced technology.

Latest From Roger Schreffler

Electrification, China Market Driving Honda

In China, Eisuke Kimura says Honda expects to grow its BEV business at a pace in keeping with the country’s New Energy Vehicle program, which mandates that BEV sales account for 15% of total volume by 2022.


Fourth Industrial Revolution Dawning, Battery Pioneer Says

Electrification Batteries

Tesla Model 3 Sets Sales Pace Among BEVs

Japanese market research firm B3 reports global BEV sales grew to 851,000 units between January and June, up 95% year-over-year and putting 2019 demand on track to reach 1.7 million.


BorgWarner Jumping on 48V Mild-Hybrid Bandwagon

BorgWarner's Scott Gallett says the supplier is seeing growing interest in P2, P3 and P4 mild-hybrid architectures because of benefits that include increased energy recuperation and functionality such as electronic coupling and electronic sailing, both of which improve fuel economy.

Electrification Subsystems

Eaton Sees Electric Future for Commercial Vehicles

An Eaton executive says the company estimates the global automotive market by 2030 will comprise about 12% pure battery-electric vehicles, an 8% mix between hybrids and plug-in hybrids and a large percentage of mild hybrids.

Commercial Vehicles Electrification

Japan Sets First-Half 2019 Hybrid Sales Pace

Toyota offers 40 hybrid models, 10 of which are sold under the Lexus brand. The top sellers during the January-June period were the RAV4, C-HR and Prius, respectively at 105,000,102,000 and 87,000 units.

See All