Very well established in the United States, the giant Toyota does not want (and cannot) miss out on the 100% electric pick-up segment. The Japanese brand is currently testing three models from American competitors before launching its own.
Toyota tests competition on electric pick-ups
According to our colleagues at MotrolixToyota has embarked on a “ benchmarking » in the electric pick-up segment. Employees of the Japanese manufacturer indicated to the American media that three models in particular were being scrutinized. Objective for Toyota: understand the smallest details of these competitors to refine the launch of its 100% electric pick-up.
The Tesla Cybertruck, GMC Hummer EV and Ford F-150 Lightning are the three rivals in question. This is proof that Toyota plans to launch a large format model. These three electric vehicles are currently being tested on two Toyota campuses in the United States, with the participation of a “ representative sample » of employees from different departments, according to sources.
A large format model for Japanese?
To date, Toyota only offers two all-electric vehicles in the U.S. market: the Toyota bZ4X and its platform companion, the Lexus RZ. The Japanese brand is rather resistant to the idea of covering all segments with 100% electric models. According to Akio Toyoda, president of the group and grandson of the founder, electric cars “ will never represent more than 30% of the automobile market ».
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He let the world know that he did not believe in this technology. And it shows in the figures: in 2023, electric models did not even represent 1% of the Japanese manufacturer’s total sales. But for Toyota, it seems unthinkable not to have an offer on the electric pick-up. Americans are very fond of it. The brand had already alluded to the subject by unveiling a concept the size of the Ford Maverick.
A medium-sized concept was seen in October 2023 at Japan Mobility Show. But the tests carried out by the Japanese manufacturer on the three large models mentioned above suggest that Toyota could ultimately seek to make it more imposing. To be continued.
The market for 100% electric pick-ups is increasingly popular with car manufacturers. Tesla with the Cybertruck, General Motors with the GMC Hummer EV and GMC Sierra EV, Fisker with the Alaska, VinFast with the Wild concept unveiled at CES 2024, Ford and its F-150 Lightning, Rivian and its R1T, RAM and the 1 500 EV, Lucid which is working on a concept and now Toyota… It is a segment which is enjoying some success in Uncle Sam’s country. For individuals and professionals alike. Pick-up trucks are taking over the streets in the United States. But these vehicles are the subject of debate: what is the point of switching to electric if it is to reproduce the thermal model with ever heavier and more energy-intensive vehicles? In France a weight penalty could affect electric cars in 2025. But there is little chance that this will one day be the case in the United States.
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