Toyota is making a big bet on plug-in hybrid vehicles.

Video : Introducing the new 2026 Toyota RAV4 SUV.

While many other automakers rushed into the electrification race, Toyota chose a more cautious approach. Instead of pouring all its resources into pure electric vehicles (EVs), the company expanded its hybrid lineup, introduced plug-in hybrid electric vehicles (PHEVs), and only launched a few EV models. This strategy drew considerable criticism – but in reality, they were right.

Toyota aims for plug-in hybrid vehicles to account for 20% of its US sales by 2030, focusing on sustainable growth and technological innovation.

The lack of consumer enthusiasm for electric vehicles has forced many of Toyota's competitors to cancel costly EV projects, delay their full electrification plans, and reassess their product development strategies.

PHEV: A new strategic option

Not wanting to be left behind, Toyota is accelerating its plan to expand its PHEV lineup. The company aims for this vehicle type to account for approximately 20% of total sales in the US by 2030 – a significant increase from the current 2.4%. However, this figure has not yet been officially set as it depends on several factors such as production capacity and market demand.

Toyota now offers PHEV models such as the Prius Prime and RAV4 Prime. Meanwhile, the luxury brand Lexus also has its share with the RX, NX, and TX plug-in hybrids.

Toyota is accelerating its plans to expand its PHEV lineup.

David Christ, CEO of Toyota North America, stated, "We will continue to expand PHEV production across our entire product portfolio over the next few years." He also revealed that the company is continuously working to increase the all-electric driving range of its new PHEV models.

Although specific models that will receive PHEV versions have not yet been announced, Christ emphasized that Toyota is conducting a comprehensive assessment, based on product potential and competitive advantages.

Toyota Grand Highlander – A strong contender for the PHEV version.

One of the most promising candidates for the next step is the Toyota Grand Highlander – a large SUV that could share its powertrain with the Lexus TX 550h+. This version uses a 3.5L V6 engine combined with two electric motors and an 18.1 kWh battery, for a total output of 404 horsepower and an all-electric range of approximately 53 km.

Toyota-Lexus' PHEV sales in the U.S. increased by approximately 39% last year.

However, in a 2023 interview, a Toyota representative seemed unenthusiastic about the idea, stating that the two existing hybrid versions of the Grand Highlander were sufficient to meet customer needs.

Perception challenges and growth opportunities

According to a report, Toyota-Lexus' PHEV sales in the US increased by approximately 39% last year. This is a positive sign indicating that customers are increasingly accepting fuel-efficient, plug-in electric vehicle models.

Although the road ahead is still full of challenges, Toyota believes that PHEVs are the logical bridge between traditional gasoline-powered vehicles and fully electric vehicles.

However, one of the biggest obstacles is consumer perception. In 2021, Toyota revealed a survey showing that 75% of customers confused conventional hybrids with plug-in hybrids, believing that hybrid vehicles must be plugged in. Even more than two decades after the Prius was introduced, this information gap continues to cause the company significant communication difficulties.

Despite the many challenges ahead, Toyota believes that PHEVs are the logical bridge between traditional gasoline-powered vehicles and fully electric vehicles. In a market where EVs are still struggling to overcome infrastructure and cost bottlenecks, Toyota's "not putting all your eggs in one basket" strategy could continue to provide a long-term competitive advantage.

Source: https://khoahocdoisong.vn/toyota-dang-dat-cuoc-lon-vao-xe-hybrid-sac-dien-post1545154.html