Toyota Chief Declares Electric Highlander a Mainstream Success

The highly anticipated electric version of the Toyota Highlander is set to make waves in the automotive market. This new offering marks a significant shift for Toyota, as it will eliminate traditional gas models entirely, including hybrids. Starting in 2027, the Highlander will only be available as a fully electric vehicle.

Toyota’s Strategic Shift to Electric Highlander

Toyota is confident about this crossroads for electric vehicles (EVs). Dave Christ, the vice president of Toyota Motor North America, emphasized that the company sees the electric Highlander as a mainstream success. “This is not a niche product. There will be volume,” he stated. Christ believes there is a gap in the market that Toyota aims to fill with this new EV.

Market Landscape and Competition

The current market for electric vehicles is under pressure. Tesla recently discontinued its Model X, which was a competitive option for three-row SUVs. This move reflected broader market challenges affecting all electric manufacturers. However, Christ remains optimistic, noting, “Yes, [EV sales are] down after the federal incentives went away, but we think that we deserve our fair share of the EV market.”

Highlander Versus Grand Highlander Sales

Even as the electric Highlander comes into play, the larger Grand Highlander will continue to be available with gas and hybrid options. This decision provides consumers who prefer internal combustion engines (ICE) with an alternative. Notably, the Grand Highlander has seen significant success, with over 136,000 units sold last year, marking a 90% increase from the previous year.

Sales Figures

With this shift to an all-electric Highlander, Toyota is positioning itself to secure a substantial share of the evolving EV landscape. The company is prepared to navigate market challenges and capitalize on consumer demands for sustainable vehicle options. Stay tuned to Filmogaz.com for more updates on this development.