A Boulder Homecoming

Today he’s the national manager of advanced technology for Toyota Motor Sales USA, but years ago, Bill Reinert called the CU Boulder campus home,  earning his masters in energy engineering.

When Reinart first started with Toyota, he was in charge of the product planning team responsible for the current generation Toyota Prius.  He continues that work today as the coordinator of Toyota’s marketing, development and research related to alternative-fueled vehicles and other emerging technologies.

Reinert is known for his outspoken views on green technology and isn’t afraid to be upfront on the limitations of the current alternative energy market.  He recently covered the major players in the alternative fuel market in an interview with Automobile Magazine.

Q: Hopeful about ethanol fueled cars?

A: Using ethanol for fuel is like electing the dumbest kid in school as class president.

Q: Maybe plug-in cars are the way forward?

A: As for plug-in electrics, they’re just not plausible right now. Lithium-ion batteries are too expensive by at least an order of magnitude. They’re not energy-dense enough.

Read the full interview and profile on Reinert from Automobile Magazine.

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