Toyota Just Proved That Electric Vehicles Aren’t Going Anywhere
A casual conversation at a bar recently took an interesting turn when someone asked about my profession. When I mentioned my focus on the auto industry, the response caught me off guard: “So, this whole electric car thing is fading away, huh?”
At first, I was surprised, but then I realized—this was the perspective of an average consumer, not an industry insider. And to many, it might seem like electric vehicles (EVs) are losing steam, especially with changing political climates, shifting incentives, and fluctuating market trends. So, is the EV revolution stalling? Not exactly. In fact, a major player is stepping up in a big way: Toyota.
It’s easy to see why people might believe EVs are on the decline. The political landscape in the U.S. has changed, with former President Donald Trump rolling back many EV incentives and subsidies that had been a cornerstone of previous policies. Federal funding for charging infrastructure has been slashed, and mandates pushing automakers toward an all-electric future have been relaxed.
Meanwhile, Tesla—the company that put EVs on the mainstream map—is facing its own set of challenges. Protests against CEO Elon Musk’s controversial political stances have become a regular occurrence. Stock prices are plummeting, and owners are rapidly offloading their Tesla vehicles in response to Musk’s strong alignment with Trump’s policies. Even an event meant to celebrate the automotive industry at the White House seemed more like a political endorsement of Tesla than a showcase of innovation.
With all these factors combined, it’s not surprising that many consumers think EVs are another overhyped tech fad—akin to 3D TVs or the metaverse. But that assumption couldn’t be further from the truth.
Electrification Isn’t Going Anywhere—Toyota Proves It
What many overlook is that the shift toward electrification is much bigger than Tesla or U.S. policies. Around the world, demand for electric and hybrid vehicles continues to rise.
Take China, for instance, where EVs, plug-in hybrids, and extended-range electric vehicles (EREVs) are dominating the market. Europe, too, has stringent emissions regulations pushing automakers toward electrified options. The U.S. may still be a predominantly gas-powered car market, but the tide is shifting, even if slowly. And Toyota has been paying close attention.
Toyota’s Silent but Steady EV Surge
Toyota has never been at the forefront of the all-electric movement. Instead, the company has championed a “multi-pathway” approach to reducing carbon emissions—investing in hybrids, plug-in hybrids, hydrogen fuel cells, and efficient gas engines. But even with its historically cautious stance on EVs, Toyota is now stepping up its game.
Despite the Toyota bZ4X not being the top EV in terms of range or charging speed, its sales nearly doubled in 2024 in the U.S. Even more impressively, it was the best-selling car (not just EV) in Norway that year. In Europe, it ranks among the top five in its segment. This suggests a strong demand for EVs from reliable brands consumers already trust—especially from a company that pioneered hybrid technology.
At Toyota’s Kenshiki Forum in Brussels, the message was clear: Customers have spoken, and Toyota is responding.
Toyota’s skepticism toward a fully electric future may have been justified in the past, but the company is now making significant EV investments. By the end of 2025, Toyota is set to launch at least three more electric models:
- A new SUV
- An electric Land Cruiser
- A pickup truck (which could be a game-changer in the truck segment)
And that’s just Toyota. Its luxury brand, Lexus, is also preparing for an electric surge, further proving that Toyota is taking the EV market seriously.
Yoshihiro Nakata, CEO of Toyota Motor Europe, summed it up best: “Even if we do our best to create ever-better cars, it’s ultimately the customer that decides. And when we talk about the customer’s decision, they increasingly choose electrification.”
The data backs this up. In 2024, 74% of Toyota’s European customers opted for an electrified vehicle, with a notable 20% increase in pure EV sales.
The Unexpected Rise of Hybrids
While fully electric cars have been making headlines, hybrids have quietly gained even more traction. Many consumers aren’t ready to go fully electric yet, but they are willing to make the switch to hybrid models. And no company has benefitted more from this than Toyota.
In 2025, Toyota aims for 50% of its total U.S. sales to be electrified—whether hybrid, plug-in hybrid, or full EV. While some EV enthusiasts argue that hybrids slow down the transition to a fully electric future, the reality is that hybrids are helping more consumers get accustomed to electrification without range anxiety or charging infrastructure concerns. As one automotive industry insider put it: “Until the U.S. market is ready for full EV adoption, hybrids are the bridge that’s keeping electrification on track.”
Even for those who resist the EV shift, one fact remains: internal combustion engines (ICE) are approaching their limits. Today’s gas-powered cars are maxing out at around 40 mpg—far lower for trucks. Consumers demand better fuel efficiency and lower costs, and the only way to achieve that is through some form of electrification.
This is why Toyota’s approach makes sense. By offering a mix of hybrid, plug-in hybrid, and EV options, it ensures that there’s an electrified choice for every type of driver—whether they’re ready for full EV adoption or just starting their transition away from gas.
A Lesson for Other Automakers
Toyota’s approach isn’t without challenges. It still faces stiff competition from companies like Hyundai and Kia, which have already made significant EV advancements. Additionally, uncertainties surrounding tariffs and shifting regulations in the U.S. and EU could impact its strategy.
However, Toyota’s massive global presence, deep resources, and established customer trust give it a unique advantage. If Toyota is now prioritizing EVs, it signals a broader industry shift—one that other automakers cannot afford to ignore.
As Nakata put it: “Battery electric vehicles (BEVs) will become an ever-more accepted part of life.” And when the world’s best-selling automaker says that, it’s time for the industry to pay attention.
The narrative that EVs are “dying” is far from reality. While challenges exist, the broader movement toward electrification is unstoppable. The industry isn’t just about “EVs vs. gas cars” anymore—it’s about giving consumers options that are better, more efficient, and aligned with their needs.
Toyota’s shift toward a more EV-friendly lineup is a testament to this ongoing transformation. Whether through hybrids, plug-in hybrids, or full EVs, the road to electrification is clear. So no, the EV revolution isn’t over—it’s just getting started. And Toyota is proving that in more ways than one.
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