Tesla Is Committed To Electric, Toyota Says “We Choose Hybrid”

Tesla Model 3

NOV 11 2017 BY EVANNEX 57


Tesla Model S (wallpaper 2,560x)


Toyota has launched a new ad campaign featuring the slogan “We Choose Hybrid(see ad spot below). The video ads will run on TV and cinema in France, Italy, Sweden, Norway, Germany and the UK.

Unlike some earlier ads for Toyota subsidiary Lexus, which ridiculed plug-in vehicles in general, and the BMW i3 in particular, the new campaign doesn’t mention other types of powertrains. It’s up to the viewer to decide whether they are supposed to be choosing a hybrid over a legacy gas-burner, or over making the leap to a fully electric vehicle.

The idea is to “project a cool and modern and progressive image,” said Toyota’s European communications chief Luca Neyroz. Toyota wants you to know that hybrids are “no longer just for ecowarriors,” and that they are no longer limited to the Prius. “We have brought the hybrid to segments of people who want to drive SUVs, with the C-HR and RAV4,” as well as to the sedan segment with the Avalon.

*This article comes to us courtesy of EVANNEX (which also makes aftermarket Tesla accessories). Authored by Charles Morris.

A recent article in marketing industry trade magazine The Drum explains that Toyota’s European creative agency, The&Partnership (yes, that’s how they spell it) created 150 original pieces of content for the campaign, which is designed to debunk various misconceptions about hybrid cars: for example, that they have inferior engine performance. Presumably, the misconceptions will be addressed in future spots as the campaign develops – the first clip that Toyota presented is a typical car ad, depicting attractive young multi-cultural people enjoying outdoor pursuits and driving through spectacular landscapes.

Above: Toyota’s new “We Choose Hybrid” ad campaign (Youtube: Toyota Europe)

Toyota certainly deserves a lot of credit for making hybrids part of the automotive mainstream. The Prius has been on the market since 1997, and has become one of the most recognizable vehicles ever. The company now offers 7 different hybrid models, and has sold a total of 10 million hybrid vehicles, far more than any other manufacturer.

It’s also undeniable that hybrid tech has come a long way, and that’s part of what this ad campaign is trying to emphasize. The current fourth-generation Prius is not only far more stylish than the old classic, it also features significant advances in battery, electric motor and gas engine technologies. The new Prius Prime, a plug-in hybrid version that several reviewers have called “the best Prius ever,” represents a quantum leap forward. In terms of performance and handling, comparing the sporty Prime to the dependable old Prius is like comparing a BMW to… well, an old Prius.


The Toyota Prius Prime is about as electric as the automaker is going to get according to its new ad campaign

However, as cool as Toyota’s new hybrids are, they can never attain the true heights of hipness, performance or sustainability, because they are not true EVs (don’t let the automakers confuse you about “electric” versus “electrified” vehicles).

“We choose hybrid,” says Toyota. “That’s nice,” says the Tesla owner, “but we choose to drive electric.”


Written by: Charles Morris; Source: The Drum; Photos: CleanTechnica (taken by Zach Shahan and Menadżer Floty)

*Editor’s Note: EVANNEX, which also sells aftermarket gear for Teslas, has kindly allowed us to share some of its content with our readers. Our thanks go out to EVANNEX, Check out the site here.

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57 Comments on "Tesla Is Committed To Electric, Toyota Says “We Choose Hybrid”"

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I say , Toyota, you can keep your hybrids ! Because they are “Double Trouble” Double Parts & Maintanence Etc: I Choose Tesla Or any Pure EV Any day of the week! Cheers!

Priuses have proved incredibly reliable and durable. Real world I’d bet on one of them over a Tesla any day. Of course they are very dowdy (and inexpensive) compared to Tesla.

No Thanks to the Fugly Junk , Not for Me1…Wouldn’t get caught dead in one of those Cartoon Cars…

they make them so effin ugly so that you will buy one of their high end ICE instead

Considering they have sold 5 million world wide, people seem to like them.

What does Tesla have to do with it?

Yea! I Know, They Resent Tesla , as Tesla is the EV leader.

What ever happened to fool cell?

I think Toyota will continue to make a small number of fool cell cars every year so long as the Japanese government offers insanely high levels of incentives on such cars.

But fool cell cars will never become commonplace, as everyone with even an elementary grasp of science fundamentals predicted.

I do not choose Toyota !!

PHEV = mumbo jumbo

I reserved a Model 3.

Kind of saying it all, isn’t it?

A strong PHEV (range more than ~25miles) is a great option for many people today, until BEV starts to be cost comparable in the lower to mid end. ~$18k-$30k.

Not all hybrids are the same. Mild and parallel hybrids still depend on the ICE for nearly all power. Some series hybrids can run in all-electric mode at least some of the time (if they have a plug). But all hybrids share the extra complexity of the ICE in the drivetrain (even if it’s just a range-extender).

Eventually the simplicity of pure BEV will win out. The Chevy Bolt is eating Chevy Volt sales now that it’s available everywhere.

See that is the thing. Customers choose, not manufacturers.

Toyota will learn the lesson the hard way.

Toyota, I sold my RAV4. I’d have loved to replace it with a Toyota but I chose an EV which means I chose to buy elsewhere.

Drive train by Tesla.

China will be getting a C-HR based EV from Toyota in 2019.

Ahhh… Hybrids. The worst of both worlds.

My ’07 Prius was the best car I ever had, though is possibly surpassed by my ’12 Volt. I’ll have to see how the Volt holds up before I pass final judgement.

Sad, just sad. Our RAV4 EV has been the best, most reliable car we’ve ever owned. 67K miles later we’ve had no repairs, just new tires and firmware updates. This is why the big automakers are in trouble. There’s just too much personal and financial investment in gas cars.

I mean I think Toyota’s strategy is not bad. They are still making money on Hybrid tech and can probably easily switch over to full EV battery tech when the time is right. Most of these automotive companies are waiting for EV tech to become mature enough so that they can switch over and provide EV tech on par with gas cars.

We especially know that today’s automotive companies are scrappy and will gladly license or copy tech from other automotive companies thereby helping them catch up to other companies that took risk and put in the work.

Chrysler though? They’ll be out of business in 15 years.

FCA is half the size of Toyota and they have 2 plug-in vehicles on the market. Fiat500EV and Chrysler Pacifica PHEV.

It’s pretty clear that Toyota will have to dragged into the future kicking and screaming. The original Prius was good, not that they actually invented the HEV or released the first one. But, all attempts to move toward a PHEV have been sub-par.

It’s just sad that people actually buy the Prime when there are offerings at the same price that far exceed its electric range and performance.

One of the main reasons to root for Tesla is that Americans don’t seem to have the same bias against them as they do against the other American car makers. So they have a chance of making people realize foreign cars aren’t automatically better. Hopefully they get their act together and release a reliable car, otherwise they’ll reinforce those false notions about American cars.

The Prius was the first mass-produced hybrid. Introduced in Japan in 1997.

Honda beat them to the US market with the first gen Insight, but Prius was first internationally.

My mistake. They didn’t invent it, but they did release the first mass produced version internationally.

Actually, the first full (split power) was from Toyota. The design from Honda was only an assist type. There was a fundamental difference the way they operated.

It’s just sad that people (like you) so indiscriminately dismiss the low-cost approach.

Toyota strived to deliver an affordable plug-in hybrid, one that didn’t depend upon tax-credits.

I dismiss the cheap approach (low cost for inferior product).

I can’t wait for the tax credit to end or expire so you can see that all of the manufacturers are positioned to deal with its expiration.

I would “choose” if I had a choice. Toyota does not offer an EV… How can I “choose”

I wish Toyota do sign up formula e to see if it going to happen and I hope it will be true and I hope.

Toyota is getting tiresome with this.

Yes, they have an advantage in hybrid tech/expertise. And they very much want the world to go hybrid (and then fool cell) because it’s what they know and are good at. They don’t want the world to go EV because then it’s them playing catch-up.

It’s all about $$$. We get it. But at some point Toyota, you have to stop fighting the future, acknowledge the obvious, and adapt.

Or suffer the consequences in the marketplace. =\

I think that is about the case.
Frank, is that you? Oh yes, I see it is.

Toyota pretty much single handedly created the “green” car market. When I saw all the gray hair crowd trading in their giant Caddies for little Prii, I knew the world had been changed. Now a decade later, there are times when I look at the vehicles stopped at a light around me and 70% of them are Prii. Tesla should thank them.

I have loved my 2010 Prius and would have upgraded this year to the Prius Prime if it wasn’t so unattractive inside and out. The limited battery size is actually a plus for me as the 25 mile range would cover 95% of my driving without needing to lug around a bigger heavier one. And the fuel efficiency when in all electric is better than any of BEV’s out there. People here that say BEV or nothing never seem to raise the issue about fuel efficiency. Just because it’s electric, doesn’t mean its free or generally pollution free. As for reliability, I’ve had zero issues in over 100k miles. Everyone I know that has a Tesla has had reliability issues. I’m keeping my 2010 for now.

Hybrids are an interim technology, whereas EV’s are the next generation.

However, I’d be glad about every ICE owner that converts to a Prius. Seriously, you’re going to be smug towards people because they don’t go for an BEV?

It’s a Prius which is priced well below the average price of a new car. Maybe they don’t live in a house where they have a place to charge. Same people that take road trips for vacations and don’t have the means of destination vacations and airfare. Swinging a BEVs is difficult for their target demographic.

• Camry
• Avalon
• RAV4
• Highlander
• Corolla
• C-HR

All are vehicles we recognize as common choices here in the United States. All are offered as hybrids somewhere in the world. Other models not known here, like Estima (small AWD minivan), are available to other markets as hybrids too.

The point is that Toyota is striving to end production of traditional vehicles by pushing all those non-trucks into the hybrid category. The next step of adding a plug for the masses will come easy then, with the majority of vehicles on the lot already having a battery-pack.

None of the other non-luxury legacy automakers are pushing for such change. Only Toyota is looking to alter a large portion of their fleet in the not-too-distant future. That grand-scale thinking should not be so easily dismissed.

Think of the message it sends to both customers & dealers. That is serious commitment to change, not a token or uncertain effort as we see from others. It’s an effort to reach beyond the barriers all automakers must face to end their own traditional production.

But they still have an ICE this IS a token effort unless all the experts regarding the environment are wrong of course. Ps unless the countries that are planning ZERO emissions in the city centres back track this token won’t be worth a dime as they will have to walk the rest of the way. Next is all new vehicles by 2030/2040 that have to be zero emissions will Toyota then take this seriously? Hydrogen needs 4x the ratio of electricity to create one unit and the infrastructure is totally nonexistent whereas battery charging is wide spread. Either Toyota needs to get with the program or face sales losses in two decades. Ps I’m a huge Toyota fan but this statement is beyond belief. It makes them look silly after introducing the hybrid in the first place for lowering emissions and helping the environment. They have a battery in the vehicle already if it wasn’t good enough why introduce it in the first place? Strange…..

Why don’t believe in a phased approach? That has been overwhelmingly successful in the past. Are you really expecting the other automakers to drop all traditional vehicles and go straight to BEV as quickly and on the same scale as Toyota with hybrids?

Our infrastructure can handle a rapid next step from hybrid to plug-in hybrid, which would dramatically reduce emissions & consumption. How will BEV be handled? Think about where & how people park at home. Setting that up for overnight charging to support large battery-packs for 10’s of millions of vehicles quickly is not realistic.

In other words, emergence of a wave of anti-PHEV sentiment is going to faced a harsh reality. What is the true goal for the next decade… dramatic improvement or elimination?

I don’t see legacy automakers stepping up to high-volume, multi-model BEV offerings that quickly and the thought of allowing new non-hybrids to continue to populate our roads is very upsetting.

You make very good points, John1701a, and I agree with you wholeheartedly. This, I believe, is the reality of the situation. As BEVs become more and more prevalent, our grids will also need to become heartier. PHEVs give our grids the time to get to that point while also lowering emmissions vastly.

Many households will face challenge & expense figuring out how to support multiple plug-in vehicles.

My wife and I each have our own 40-amp line each with a dedicated Time-Of-Use meter. Despite having a 200-amp service-panel right there in the garage already, that setup wasn’t cheap. It sure is nice though.

“Adding a plug” is a half-way measure. Toyota will never achieve ZEV. They will be locked out of major markets.

Hybrid is not a bold move. H2 fuel cell is a government program that easily pencils out as more expensive than batteries.

Toyota is doomed.

Spreading FUD is helpful how?

No, it definitely isn’t. I wish everybody who advocated for a better tomorrow was on the same damn page when it came to vehicle electrification… It would help with the advocacy efforts as a whole, but instead, we have this disjointed “EV vs. PHEV” nonsense.

“The new Prius Prime, a plug-in hybrid version that several reviewers have called “the best Prius ever,” represents a quantum leap forward.” Compared to what? Only compared to the old PIP.
I think they mean a quantum leap into mediocrity. They are (finally) in the middle of the pack for EV miles per charge. Nothing impressive with their offering over the competition other than maybe price.
By the time they realize EVs are the future, it will be too late for Toyota. Pretty sad for the company that led the charge to hybrids.

> By the time they realize EVs are the future, it will be too late for Toyota.

Using the identifier of “PHEV fan” but not actually understanding how a Plugin-Hybrid-Electric-Vehicle actually works is rather ironic, especially when making comment about Prime.

That offering from Toyota provides a full electric drive experience. Everything operates using electricity. The smaller battery-pack is all that really sets it apart. That combustion-engine is not necessary. There’s 2 electric-motors for propulsion and a heat-pump for warming & cooling the cabin.

A claim of “too late” doesn’t make any sense. Too late for what? Toyota will have invested heavily in high-volume production of battery-cells, traction-motors, controllers, and heat-pumps. Isn’t that exactly what you need to build an EV? Nothing is missing. What is the supposed problem?

Think about the economy-of-scale benefit. Think about the massive build up of easy-upgrade customers. Think about the reputation for abandoning tradition vehicles across the fleet.

Been a huge Toyota fan most of my life, but Toyota I’m truly shocked at this statement of intent! So your encouraging ICE use even though the technology of BEVs has moved on in terms of cost and durability? I’ve owned 3 carinas a corolla amongst others would have loved to have seen you guys produce a BEV but this shows that will never happen. Very sad. 🙁

Sounds like you don’t know what a plug-in hybrid offers.

The commute to work in my Prime is 100% electric. Many of the errands I run in the evening are too.

Hybrids may have been up to date 20 years ago with battery technology 20 years ago.
But today things are different with advanced battery technology and last not least dropping prices per kWh storage capacity.
There is no reason to just drive 50km electric and the rest you consume as much as any other ICE car, when you can drive 200km and more than 90% of all your trips without the need to recharge. And with fast charging 100% are reality.
So in case you are not living on the left lane of the high way, a BEV is the reasonable choice today.
I can understand Toyota, that they don’t want there reaseach and investement in hybrid technology in vain, but that’s the same problem with the ICE technology in general:
this commercial is the last roar of the dinosaurs before the go extinct.

I guess I will not be getting that Toyota Bev with the Solid State batteries, which Toyota claims they have developed.
My ’89 Toyota will have to last a few more years, before I can get a decent ev to replace it.

Toyota still in denial

Prime provides a full electric-only drive experience already, and it is affordable.

C-HR is getting an EV model in China for 2019.

What is Toyota in denial about?

Toyota has declared war on electrics. Someone please tell them that 91,000 plugin vehicles were sold in China in 2017-10 and I am sure that 80% of them will be pure BEVs and soon China may start dumping these in other countries.

And even the hybrids, Toyota has priced it so high that its sales are not increasing as much as the electrics are.

And why the Prius sales are down is something to puzzle about.

With Nissan selling 3,600 + Leafs in Japan last month, we hope the BEV will certainly rise in the land of rising sun as well.

Another Euro point of view

A “complicated” Toyota PHEV is much more reliable than a “simple” Tesla BEV. Mass market customers probably don’t really mind what’s under the hood as long as it is reliable

next car will not be a TOYO – based on this article. Are you listening to the sounds toyo?

I thought Toyota said BEVs to come in 2020 and solid state battery BEVs in 2022.

I don’t believe Toyota is sticking with PHEVs and hybrids. They are researching BEV batteries and until such time, it’s economical, it will stick with cars with ICE components.

But for me I choose EVERYTHING!