Toyota, which has been slower than some competitors to introduce battery-electric vehicles (BEVs), is now actively expanding its EV lineup. The automaker’s strategy, as revealed at a recent event in Brussels, includes new models like the updated bZ4X, the all-new C-HR+, and the recently launched Urban Cruiser. However, the most intriguing reveals were silhouettes of three new BEV models, including a pickup truck and a three-row SUV, potentially destined for the U.S. market.
While Toyota officials haven’t confirmed specific U.S. plans, the company’s focus on segments like CUVs and pickups suggests a carefully considered approach. Later this year, Toyota plans to launch an electric version of its Hilux pickup, already available in markets like Asia and Europe. That truck is targeted toward commercial customers. The teased BEV pickup, however, appears to be a double-cab design with clear appeal for the U.S. market. It strongly resembles the EPU Concept truck shown at the 2023 Tokyo Motor Show, a vehicle pitched as a ‘lifestyle’ pickup and suitable for commercial customers, a slightly lighter-duty option compared to the Tacoma, which is sold in North America.
Toyota’s flexibility comes from its extensive manufacturing presence in the U.S., which could allow for easier expansion of BEVs. The future of BEVs in the U.S. also is intertwined with factors like tariffs and the potential expiration of the $7,500 federal tax credit for electric vehicles. Toyota is clearly interested in the evolution of the market.
“BEVs will become an ever-more accepted part of life,” said Yoshihiro Nakata, president and CEO of Toyota Motor Europe. “Now, without giving too much away, these next three parts (of Toyota’s EV strategy) will focus on enhancing the customer’s lifestyle just as powerfully as they enhance our carbon neutrality goals.”
Data from J.D. Power indicates that BEV sales in the U.S. last year were largely split between SUVs, CUVs, and pickups, accounting for 80% of the market. Sedans represented the remaining 20%.
Analysts anticipate that the Toyota pickup will be positioned below the Tacoma, putting it in direct competition with the Ford Maverick. The success of the Maverick, a compact hybrid pickup, highlights this trend. Despite initial skepticism, its affordability, fuel efficiency, and practical design resonated with urban drivers and cost-conscious buyers, driving demand beyond expectations. The Maverick’s popularity underscores the growing market for smaller, versatile trucks.
