Toyota usually has a soft spot for California. The automaker has promoted its Prius hybrid in ads as “redesigned, CA style,” and shown its sedans weaving through verdant Golden State scenery as a Beach Boys song plays.

But the good vibrations between Californians and Toyota may be receding this week after the automaker sided against the state in an increasingly heated fight over fuel economy standards for automobiles. Toyota backed the Trump administration by saying that the federal government’s authority should supersede the state’s in setting emissions limits.

Toyota’s support shocked consumers in a state known for its environmental activism, especially those who had seen the company as a leader in clean-car manufacturing. Some said they would no longer buy Toyota vehicles, opting instead for competitors like Ford, Volkswagen, Honda or BMW — all of which reached a surprise agreement with California in July to scale back emissions in their cars.

“What are they thinking?” said Jeff Goodby, a co-founder of the Goodby, Silverstein & Partners ad agency in San Francisco, which handles campaigns for BMW. “I can’t imagine any Californian saying, ‘All things being equal, I’m buying the brand that spews more poison into our children’s air!’”