Toyota’s battery electric vehicle onslaught will likely come later than that of other automakers. But when these models come out, don’t expect Tesla numbers — or Tesla prices.
Instead, Toyota plans to use batteries in its electric vehicles and compete on affordability, durability and environmental responsibility, all the same qualities that have made Prius a perennial success. The Lexus brand, on the other hand, can offer long-range EVs with a 400 to 500-mile range enabled by larger packages.
Those sections are among those offered from a top-level perspective from Cooper Ericksen, Toyota Motor North America vice president of product planning and strategy, when he spoke with Green car report on the company’s EV strategy. Although we can’t talk about the details of the product other than Power crossover bZ4X just revealed, Ericksen had a lot to say about how electric vehicles will fit Toyota as the decade progresses.
Increase affordability
First of all, Toyota sees affordability as one of the essentials to being eco-friendly — and selling enough EVs at a level that makes a difference.
“Nothing happens until you sell a car” is an expression we have internally,” he summarizes. “In order to have a positive impact on the environment, you have to sell a large number of cars…so what’s really important is the price point so that we can make a real business model out of it. ”
Therefore, Toyota expects that it will sell millions of electric vehicles by the end of this decade. In September, the automaker announced the plan spent 13.5 billion dollars on battery development through that, with the goal of cutting battery costs per vehicle by 50% compared to bZ4X.
Toyota RAV4 Prime XSE 2021
But Toyota has some divergent ideas about how EVs fit into the lineup besides hybrids and hybrids Main plug-in hybrids—Those items that may not be flagships for the line-up, but modest, low-end models that have achieved other Toyota hallmarks.
That means shedding the obsession with scope
“The bottom line is, over time, we view the EV range as similar to horsepower,” says Ericksen, comparing it to the extent to which most any customer would really want 400 hp but, in a critical sense. affordability point, can reach 120 hp. “People who are rich and can afford a really expensive car can afford a lot of horsepower.”
“Batteries are expensive, and the bigger you make them, the more expensive they are,” Ericksen said. “So tip, I think long term is not all about scope, scope, scope; The trick is to match the range and price points to what consumers can afford. ”
“And as people get more used to operating electric vehicles, I think the range concerns will disappear,” he continued, saying that many electric vehicle shoppers will understand that they don’t need 300 or 400 miles. — and certainly not in the second or third car.
2023 Toyota BZ4X
Although we tend to agree that range is a red herring, especially for a second or third car, Toyota will face some difficulties if it goes deep into the “just enough” category. In a study published earlier this year, JD Power found that electric vehicles have a range of more than 200 miles. have a higher level of satisfaction than those with less. And back to 2017, comprehensive Autolist survey on the minimum range found that only 14.6% of individuals saw 200-mile range as sufficient, while the largest group, 38.9%, considered 300-mile range to be sufficient. It then highlights that a 250- to 300-mile jump yields a 30 percent increase in people willing to buy an EV.
According to Toyota, Toyota’s bZ4X vehicle will arrive “up to 250 miles”.
Context and range expectations have changed dramatically since Toyota’s last all-electric attempt in the US, “Powered by Tesla” RAV4 EV and its 103-mile EPA range. Over the years, some automakers have made confusing decisions based more on their past efforts than on current expectations. For example, Honda decided that the Clarity Electric’s 89-mile range was appropriate based on a survey of 82-mile Fit EV drivers in California.
“We are trying to tailor the battery size to the use case of the customer, to get the right price, to give the customer peace of mind,” says Ericksen. “And we think we’re pretty much there with bZ4X. Are there long-term customers who demand a higher range? Sure.”
Lexus LF-Z Electrification Concept
Ericksen sees 400 to 500 miles as the goal of luxury cars. Lexus has an EV on the road by the end of 2022, heralded by the LF-Z Electrification concept and due to be called RZ 450h in production. But longer range means larger batteries using more cells, with heavy carbon emissions per vehicle.
Wonder how low it is in the range — and price
“But the low for me is the more curious number,” he said. “What’s the lowest number you can come up with to achieve affordability and use-case for that customer?”
“I think we have some examples on the market over the last five years or so that we can learn from. That’s something we’re going to have to figure out because it has a huge impact on resources.”
And convincing EV shoppers they need to pay more for a larger battery with a rarely used capacity isn’t that way.
Lexus LF-Z Electrification Concept
Pointing to the resource and raw material strain the batteries put in, Ericksen said: “We have to be really careful, you know, if we build an electric vehicle with a 200 kWh battery and you can make it. make 4 electric vehicles for that battery… we have to think about that as a society and as an industry to figure out what’s best for the consumer in the environment. “
Yes, its hybrid battery experience translates to BEV
What from Toyota’s hybrid kit could translate to battery electric models? Toyota says it’s two things: battery life and durability, and on-site support. In the beginning, one of the biggest reasons for rejecting hybrid was how often owners would need to replace the hybrid battery and how much it would cost. But Toyota solved that more than a decade ago when it essentially matched the useful life of a battery with the typical lifespan of a car — and beyond.
The company’s experience with the downturn has led to assurances that the bZ4X pack will have 90% capacity after 10 years.
“If you don’t tackle the degradation, then the returns go down,” says Ericksen.
Toyota battery degradation statement for bZ4X – 2021
When solid-state cells enter the market perhaps later in the decade, Toyota brings experience of working with different batteries and chemistries. The charge and discharge rates of nickel metal hydride cells, and their combination of long-term durability and cost-effectiveness — and cold-weather performance — make them ideal for hybrids. future. That technology has been pushed to the next level in the latest Aqua – an iteration of the Prius C – offered in other markets, which is 20% more fuel efficient than its predecessor, with The total output is doubled compared to a pack of the same size .
Some of Toyota’s hybrid vehicles use lithium-ion batteries, but that’s mainly in cases where the company needs a certain amount of performance and to control weight — especially on vehicles equipped with a lot of features. power.
In terms of on-site support, Toyota dealer service departments did not flinch when they saw the orange high voltage cable of an electric vehicle. They’ve been working on them as part of service visits for the Prius and other hybrids for over 20 years.
Toyota BEV . perception survey
But Toyota’s own BEV Perception Survey shows that much remains to be learned. Michael Tripp, VP of marketing and communications at Toyota North America, said that in the answer to “Does the BEV have a gasoline engine?”, only 34% answered “no” in 2019. In a survey If the survey is repeated in 2021, this rate of answering “no” remains at 34%.
Electric vehicle efficiency is important for Toyota, maybe not so much for buyers
There could be some advantages in simplifying EVs for consumers—especially around charging. But adding efficiency to the conversation is the wrong direction, Ericksen asserts.
“My focus is on range and at what price, consumer demand,” he said. not sure how it relates to the consumer…it’s less about efficiency, and it’s more about what I would pay for it and my range and driving dynamics, you know, that’s all of those things. “
2023 Toyota BZ4X
2023 Toyota BZ4X
2023 Toyota BZ4X
But Toyota engineers will certainly work to optimize the use of electric vehicles, he explained.
“The reality is, I think it needs to be a big part of every EV we develop,” says Ericksen. “Similarly, we launched the first-generation hybrid on the Prius, then we built the second…. you know, it’s basically all about performance and efficiency. reasonable rate.”
Such a Prius-like tour de force doesn’t exist in Toyota’s roadmap, according to Ericksen – or at least not at a confirmable stage. You could argue that the Nissan Leaf has explored that line, with varying success. But can the master of making profitable hybrids be able to transition to a business model tailored to electric vehicles from a slow start? The late mover advantage is an attractive one.
