Toyota actively adjusts its electric vehicle strategy and plans to launch a pure electric version of Highlander

News on April 17, 2025, David Crist, general manager of Toyota's U.S. division, recently announced that Toyota will continue to be committed to the manufacturing of pure electric vehicles, and indicates that Toyota will launch more electric vehicles in the future.

According to foreign media Carbuzz, Toyota is in-depth discussion of its electric vehicle naming strategy and may abandon the existing "bZ" series naming method and switch to more traditional naming. model. In addition, the company also intends to fully electrify its SUV model Highlander, and plans to convert this model into a pure electric vehicle in future production and produce it at Toyota's plant in Kentucky. At the same time, the "Grand Highlander" built for the U.S. market will be available in gasoline-electric hybrid and plug-in hybrid versions for consumers to choose from.

However, Toyota’s development in the field of electric vehicles has not been smooth sailing. The performance of its first pure electric vehicle bZ4X in the Chinese and American markets did not meet expectations, which forced Toyota to rethink its development strategy in the field of electric vehicles. Different from the strategy of former CEO Akio Toyoda, current CEO and President Tsuneji Sato pays more attention to product diversification and balanced development. He proposed an all-round development strategy that includes fuel vehicles, gasoline-electric hybrids, plug-in hybrids, pure electric and hydrogen fuel cell vehicles, aiming to achieve the parallel development of various types of vehicles.

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