Toyota To Electrify Every Model By 2025: Video

JAN 8 2019 BY MARK KANE 48

By 2025, every Toyota and Lexus will have at least some sort of electrified option.

CNBC recently interviewed Bob Carter, executive vice president of sales for Toyota Motor North America, talking mostly about the electrification.

The Japanese manufacturer intends to offer in the U.S. an electrified version of every Toyota and Lexus model by 2025, which include hybrids, plug-in hybrids, all-electric and hydrogen fuel cell cars.

Despite CNBC’s Phil LeBeau questions and comparison to Tesla (particularly, the high demand for the Tesla Model 3), Bob Carter defended Toyota’s timeline as appropriate for the market maturity.

At least the official line for Toyota is to introduce BEVs when the market for BEVs will be bigger (which means by the way that someone else needs to build up the market). For us at IEVs it’s almost painful, when on the other hand serious efforts are put into FCVs cars for which maturity is way behind BEVs.

Anyways, electrified car sales in the U.S. account for about 9% of Toyota Motor North America sales in 2018. The goal for 2019 is 15%, which means a lot more non-plug-in hybrids.

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48 Comments on "Toyota To Electrify Every Model By 2025: Video"

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Hmmmm…I don`t know. Is Toyota right or we are starting to see the fall from the throne? I hope they’re right.

Toyota the next Nokia? striking similarities … even VW pretends better to switch to BEVs …

I hope they die as soon as possible with their non-plugin hybrid scam, defeated by superior plugin hybrids and BEVs. There are early signs that VW will floor them later this year with mass-market BEVs.

Do Not Read Between The Lines

Electrified just means at least hybrid, and if they want to push the definition, that can even include cars with start-stop.
Toyota already has a lot of hybrids of “normal models”:
Yaris (Europe), Corolla (in 2019), Camry, Avalon, RAV4, Highlander.
Where they have Lexus equivalents they are also hybridized.

Why do you hope they are right? Toyota being right would mean that BEVs will basically crumble and die instead of continuing their progress.

Toyota is hoping that by being large enough they could bully the market into not going electric. Either they are holding one hell of a poker face not telling us about what they have ready to launch when needed or we are headed for a major Toyota crisis in a few years.

I don’t think Toyota is trying to control the market. They seem like they’re unsure how the market will go, and they are being cautious in order to hedge their bets. They hope by doing this to be able to transition to whatever technology becomes dominant. Time will tell whether this strategy will work or not.

No one knows where the market will go. In fact, Toyota seems to be the only legacy automaker preparing for the only part that can be predicted… demand surge. When words gets out that EV have finally hit a price parity with traditional vehicles, a supply problem will emerge. Dealers without enough EV inventory will have to sell something else.

Since Toyota will have a variety of hybrids and plug-in hybrids to choose from, it won’t be too impactful for the dealer. For legacy automakers attempting to skip those offerings entirely, nothing but traditional vehicles will be available. What would you rather buy? Think about resell value. Think about the price of gas.

Toyota will have already built up a strong reputation for the reliability of their electric drive. Range plays no role in the assessment of quality. Those hybrids offer a powerful means of staging the transition to plugs.

Good thing Carter is in charge rather than you John…. If it were up to you, the Honda Clarity would only have a 20 mile “Electric Only” range since you would say only a HUGE RANGE vehicle like the smallish Plug-in-Prius could have a whopping 25 miles, since any more is a ‘waste of resources’. Thankfully it has 47-48 miles. Yes Carter can only affect Toyota decisions, but whereas you don’t get embarrassed by this competition, he seemingly does. I respect CARTER… He *IS NOT* ducking hard questions – and if you read his body language he seems to be a bit embarrassed that Tesla, and more to the point, HONDA seems to be more ‘With the Times’. But he is defacto admitting his runner-up position and is seemingly making up for lost time – giving customers the OPTION of electrified driving on a majority of models just 6 years away. Hopefully, besides gasoline powered hybrids and fuel cells, this will also mean quite a few PHEV vehicles, although I don’t really expect any BEV’s in the US or Canada; but, a NICE LARGE PHEV with electric miles similar to Honda’s current Clarity PHEV will satisfy me, and many others,… Read more »

The nay-sayers saying YES???
This made my day.

Bu slow YES>

Do Not Read Between The Lines

Electrified just means hybrid.

Basically meaningless

It means the range of options from hyprid to plug-in hybrid to full EV.

With the addition of the Corolla Hybrid this year, Toyota and Lexus will have 15 electrified models available this year. I imagine they will be offering many of them as plug-ins or BEVs soon. It was interesting to learn from the podcast that 60% of the electrified vehicles on the road today are Toyota or Lexus vehicles.

But… all of those current Toyota and Lexus vehicles are also carrying around an ICE.
I drive a PHEV (until my BEV is delivered). I’m not going back to a pure ICE or even a non plug-in hybrid. Those days are over.

You forgot the 5 Toyota RAV4 EVs that are driving around somewhere;-)

Intel ins…wait Tesla inside…. 😉

A Plug-In Hybrid Toyota Corolla with a 20 kWh battery pack would be a very interesting option for many people.

Do Not Read Between The Lines

Toyota’s packs are 9kWh.

But not for Toyota… 😉

No car company, especially a hard core foot dragger like Toyota, is going to stand up and say, “Golly gee, boys and girls, it seems we were a bunch of doofuses about that whole electric car thing, and we’re going to make up for it by releasing 5 all-electric cars in the next year.” If they did something like that, they’d be terrified that shareholders would consider it too risky, plus they’d have dealer backlash to contend with. And no car company wants to admit to being doofuses about such a big issue. What they will do is slowly accelerate the change, and the first steps in that process will look and sound a lot like what Toyota just did. As they see T, H/K, and (soon) VW selling more EVs they’ll try to make themselves look like smart and prudent managers: “In response to the rising demand for electric cars, Toyota is today announcing the Prius EV with a range of 225 miles and a starting price of $32,000.” (And again, I think this is the most likely first EV from Toyota for the obvious engineering and production reasons.) Is it the move we want from Toyota? Not even… Read more »

I guess if the car ends up being cheaper in the long run through price and driving mainly electric then perhaps the majority will buy a Phev.
I guess then the majority of gas stations will close up shop or switch to EV chargers leaving only 1 pump for those who need gas.
If full BEVS get on average 200-300 mile range at the same price I think the majority will switch to BEV’s due to less mechanicl parts in the car to maintain.
Those who obviously need more range where the BEV will not work for them will stick to Phevs.
In any case it will a win win for Co2 reduction, unfortunately to late to save trillions of dollars and majority of our ecosystems and the east coast farming, but at least everyone will have access to a battery powered car.

The interplay between range and public charging infrastructure is a fascinating topic, and I don’t think it’s as simple as “people who need more range will buy a PHEV” (paraphrasing, obviously). If you can conveniently charge your BEV at a “gas station” much cheaper than you can pump hydrocarbons and in an acceptable amount of time, say 15 minutes for a 20-to-80 charge on a 250-mile pack, then that all but eliminates the demand for PHEVs. Yes, I realize the charging network in the US isn’t close to being this complete and convenient, but it is improving.

Gas stations closing, aka part of the fossil fuel unwinding, will be an uneven and painful process for many people.

Actually, gas stations closing has been a fairly smooth and uneventful change for most people. We have had steady decline in the number of gas stations in the US every year for the last couple decades. There are currently around half of the gas stations there were in the late 1990s, and every year more close. As that happens, we have also seen a rise in charging points for electric cars. At some point in the next 10 years, I believe level 2 & 3 charging points are going to outnumber gas stations, and most likely few will notice.

Not a single new plug-in from Toyota since Prius phv. Nothing concrete in this announcement, just vague promises of the future. All this is just masking the fact Toyota will only make EVs to China market.

You think that you understand car market better than Toyota? Good for you. You should apply a job for Tesla.

To me it seems that Toyota is waiting around for the “perfect” solution (solid state Lithium batteries) rather than just going with what is in the market now (Li-Ion) and going with it.

If you wait around for “perfect” you’re going to miss your opportunity to be great.

Do Not Read Between The Lines

No, I think Toyota just has hybrids that have earned it a large chunk of credits, so even though it was wrong about where lithium-ion was headed, it doesn’t have to rush into anything.
It’ll pay Chinese partners to make BEVs in China, ride its credit store in the USA, and use its hybrids to meet emissions standards in Europe.

Too much investments and legacy in the wrong directions – nonplugin hybrids and lame fuel cell money pits, now they want to preserve this as much as possible, but the competition will wipe them out with mass market and premium PHEV and BEV. I would love to see toyota sales decimated by other brands BEVs. It was so nice to watch lexus sales destroyed by Tesla. VW will demolish them with mass market BEVs, the sooner, the better.

I don’t understand the various people rooting for VW over Toyota. What has VW done to clean up personal transportation? While Toyota has been spreading hybrid technology to where it sold ~1.5 million last year, with much direct application of the learning curve towards stronger electrification.

VW is still trying to work through the fall-out of it’s diesel emissions cheating and they can go take a flying leap as far as I’m concerned. Anyone who thinks they are ahead of Toyota in terms of developing practical mass-market electric vehicle technology is way wrong, IMO.

Talking Tesla is like touching the third rail for legacy manufacturer’s. Just the mention of the name makes them sweat.
Then they fumble around talking about their product mix which includes FCV. Oh heavens to Betsy, they are so inept.
4-6% by the end of next decade, so 2028 2029, bev will only account for that share of the market.
Oh brother. That’s really the company line. Don’t buy it, that will easily be achieved probably in the early 2020’s. If you toss out pick-ups and SUV we are already there, as they account for 60% of sales in the U.S. market. Tesla is in the top 5 for sedan sales, with rising market share, while Toyota’s is falling, though they are number 1 for the moment.

Not understanding how easily adapted Toyota’s hybrid system is to include a plug is why so many posts here are filled with supposed conspiracy & doom. That’s really unfortunate. Know your audience. To make Prius into Prius Prime, a one-way clutch was added. That allowed the gas-engine to disengage entirely and the secondary motor to switch from being a generator to providing extra propulsion power. It’s an elegantly simple (and cost effective) approach that will be implemented for Corolla hybrid later this year for the market in China. Perhaps following that, we’ll get the same upgrade here for RAV4 hybrid. This approach is an effective means of drawing dealer interest, an easy option to stock with small risk and decent margins. What other automaker has such a wide-reaching plan set for phasing out traditional vehicles very quickly with little disruption to both employees & customers? Meanwhile, do we really want to turn a blind-eye toward other automakers who offer just token quantities and limited choices? Think about 2018 sales for Toyota. How many of those 10.4 million worldwide were hybrids? Think about the 9% penetration in North America climbing to 15% in just 2 years. How many more is that?… Read more »

Why don’t all Toyota hybrids have a plug? It’s a totally senseless decision. Having a plug doesn’t mean the buyer HAS to charge that way–They can continue using 100% gas if they really wanted to (or didn’t know any better).

I automatically rule out non-plug in hybrids from my purchase decisions because (ignoring environmental reasons) why in the world would I want to be forced to use expensive gas 100% of the time when I could use much cheaper electricity that I can conveniently refuel in my private garage? It doesn’t make any sense. I would possibly be interested in a RAV4 plug-in hybrid, but I have zero interest in the non-plugin they sell today.

To tester – I can only assume it’s because there’s no point in adding a plug, charging facilities etc if the battery is not large enough to make it worthwhile. And if you don’t have home charging facilities, then having to pay for the larger battery and put up with the weight etc penalty may be an unwanted feature.

Tend to agree that Toyota are going through some painful decision making at the moment – “self charging” must have seemed a good advertising slogan at the time. Less so when they are realising that more and more of their products are likely to be going plug-in in one form or the other…….

Adding a plug to these toyota turds introduces myriad of issues for them. First, it is the wrong trend vector for them because toyota was trumping loud non plugin hybrids and nonplugin fuel cell cars as the Future, i e. No plug because they are “self-charging”, big mistake with that stunt. A Colossal reputation damage. Second, technical changes, large battery capacity, high power charging, and so on… so much with just adding easy plug.

Doesn’t Toyota, Honda and Nissan sell vehicles in China. If they do they’ll be required to sell a % of NEV.
I don’t think China will accept Toyota’s definition of Hybrid as part of the % of NEV’s.

Toyota will be rolling out an EV next year in China. Certain people here turn a blind-eye to the global market, so the United States narrative gets all the attention.

We bring that perspective on ourselves with our obsession for more range & power. The politics and cheap gas here make global discussions really difficult anyway.

They sound just like the Germans. Very soon… but buy my polluters now.

Carter’s comments are more or less consistent with just about every legacy manufacturer, including GM, Ford and VW. They’ve all been dabbling in electrification, waiting to see if it is real. Most were compliance cars for credits, some had volume potential but were not really marketed as such. No one was convinced the electric vehicle market was viable and scalable, except Tesla. And so all eyes were on Tesla to see if they succeeded or crashed and burned due to lack of demand or some production disaster. But over the last 6 months Tesla has demonstrated in no uncertain terms that it is real, both in proving scalability and taking away customers. So now everyone else is working flat out to incorporate some kind of meaningful electrification (eg not compliance cars!) in all their vehicles. The development cycle times mean the first ones in this new “third wave” of electrification will be seen in the 2020-2022 time frame. GM, Ford, VW, Toyota… They’re are all essentially telling the same story with the same time frames, so you know the decision point more or less occurred at the same time. The legacy manufacturers are now all singing the same tune, the… Read more »

The sleeper awakens.

Toyota has waited for the right time to act. Now is the time. They will be the first with mass market solid state battery tech and will leapfrog everyone.

Toyota promised adding hybrid to every model by 2020 years ago. It still not even close to doing that yet.

– Corolla
– Camry
– Avalon
– Prius
– C-HR
– RAV4
– Highlander

That line-up offers far more of variety than any other automaker can compete with. And those are just familiar names in this market; there are other hybrid models elsewhere (like their small minivan). Adding in a design for pickups is the next big move, something the entire industry struggles to deliver still.

As for promises, keep in mind how much the market is changing. The adaptability of the hybrid design to cope with that (including low gas prices) has proven itself. Think about how popular the next-gen RAV4 hybrid will be at 39 MPG starting at $28,000. Like it or not, that’s what this market here wants… not an expensive plug-in.

Since the list is provided below, I’ll skip repeating the list but that’s a list of nearly every car Toyota makes and all have hybrid options (maybe not in the US). So ‘by 2020’ presumably is referring to their SUVs and pickups.

So Toyota will continue to make boring and non-innovative vehicles with high reliability and very competitive prices because that has been the recipe for success for them since day 1. Even the tech-forward Prius of 15 years ago was boring, slow, and hasn’t improved significantly since then. When EVs become boring and mundane every day cars that everyone buys, they will make them too.

Toyota has already fallen off the throne and is showing NO leadership, nor has been for a couple years now.

The world is moving to electric cars
not hybrid.
Fresh air, cheaper and cost less to produce.