Toyota, unlike its direct competitors, took some time before offering 100% electric models. The world’s leading automotive group made a strategic choice in favor of hybrid cars instead of 100% electric cars. Since then she has acquired significant experience in the development and production of hybrid cars. It began in 1997 with the release of the Prius, which won an unrivaled position as the leader in the hybrid market.

As such, the brand has developed many variations of this type of vehicle (full hybrids, plug-in hybrids), as well as platforms and models. Today, in France, as in Europe, the Toyota range consists mainly of hybrid models. Including Yaris, Corolla, C-HR or Camry sedan. This privileged position allowed the brand take your time to sit in an electric car and take advantage of its competitive advantage in hybrids.

Change of mind, change of strategy

However, we know this in Europe The commission insists on the transition to 100% electricity. For a long time, the brand did not believe in this technology. Akio Toyoda, CEO of the group since 2009 and grandson of the founder, has never hidden his skepticism about all-electric cars. But not everything stands still: last year, the brand launched its first electric SUV, the bZ4X. It’s launching a second in China this month: the bZ3 electric sedan. But from 1^Er As of April, he is no longer chairman and chief executive officer of the group, but only chief executive officer. His place was taken by Koji Sato, ex-director of Lexus and Gazoo Racing. Therefore, he is now responsible for the main decisions and strategic orientations of the group. And unlike its predecessor, it is not against electricity. Vice versa…

On the way to electricity

On April 7, the head press conference with an alleged electrical purpose. So he hopes that by 2035 Toyota’s global range will be less polluting than it was in 2019. There is no secret to this: the future will be hybrids, hydrogen and, of course, electricity. Koji Sato says he wants to sell nearly 1.5 million electric models by 2026. Quite ambitious, knowing that the brand currently only has two.

In 2022, it distributed only 25,000 units. Last year, Toyota presented 16 concepts of electric models in a row. So, the offensive was already underway, but now it will accelerate. Ten new models are planned to be released over the next three yearsmost famous on the e-TNGA platform. Toyota is now making a major strategic shift in such a short time. Let’s wait to see which models will be affected in Europe.