Toyota CEO Has Had ENOUGH | HUGE Toyota EV News



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Today on Plugged In, Justin and Justise discuss Toyota’s strategic decision to not go “all in on EVs” and why the world’s largest automaker isn’t convinced the future is 100% electric. Tune in to learn more!

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24 thoughts on “Toyota CEO Has Had ENOUGH | HUGE Toyota EV News”

  1. Toyota is knowledgeable enough about the auto markets to see that affordable pure EVs have a ways to go before they are truly mainstream… not just the EV, but also, the infrastructure is lagging way behind and has a lot of obstacles yet to overcome.

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  2. I will be interested in the Honda 2023 Civic Hybrid at 50mpg which is 11cents per mile at California fuel costs. Home charge best off peak rates for electric charging is 9 cents per mile and 18 cents on peak rates or many public charge locations. Plus, I only need to drive 3,700 miles a year. Don't know the prices yet but I think $33k for the upscale Touring is ballpark for the 2023 Civic Hybrid.

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  3. Apologies in advance for the long comment.

    Anyway, there's a lot to unpack with Toyota's "EV skeptic" stance here. The first thing we need to remember is that while Toyota is ostensibly a private company, due to their size and influence within Japan they work very closely with the Japanese government (specifically MITI). Folks may recall that Japan has experienced a long term electricity crunch ever since most nuclear plants were shut down after the 2011 earthquake. The country simply does not have the grid capacity for large numbers of plug in vehicles, and due to the island's resource poor nature, it isn't likely to improve soon. So there's a joint understanding there that hybrids are the right solution, at least for now.

    Second, the company has talked about the need to have a "smooth transition" between ICE and EV over a long period of time. This is to preserve jobs, stability, etc. within Japan. I can understand the sentiment, but frankly, this is laughable from a markets perspective. The market doesn't give a damn about your industrial transition. It's going to go where it goes and the speed it goes, and trying to slow it down means they're going to get run over.

    Third, Akio Toyoda is a self-professed gearhead who has great personal interest in internal combustion vehicles. We all have our biases and blind spots, and I honestly believe that he sees the decline of the engine as bad for driving enjoyment. This is why they've spent so much time and effort developing ICE Hydrogen engines for racing, despite the laughably bad economics/running cost (fuel equivalent to >$30/gallon gasoline).

    This all leads to the chart that you brought up late in the video. Toyota's skeptical stance meant that they didn't bother to lock in any long term contracts for lithium or other necessary materials. So that astronomical increase in price probably is hitting Toyota extremely hard. Contrast that to GM, who likely signed longer term contracts back in 2020 for most of their supply. This means they can still bring an Equinox EV to market at "around" $30k (likely $38k less the $7.5k tax credit), but Toyota is going to struggle mightily to break even on a $42k bz4x.

    I agree that hybrids are an OK solution for now, but Toyota has claimed they will "catch up" when the market is truly ready for mass EV adoption. I have serious doubts about this, especially given other legacy automakers struggle to catch up with Tesla. And I'm no fan of Tesla (mostly because of the CEO).

    This all feels like watching electronics maker Sony around the turn of the century. They had Trinitron TVs which were the best CRT you could buy, they had the outstanding Discman CD player, and their other electronics were bringing win after win. What could possibly go wrong? Well the company failed to pivot in a fast and convincing way towards flat screens, mobile devices, didn't understand software well, and basically lost out to Apple and Samsung when it comes to today's consumer electronics. Sony is still around today to be sure, but they're an afterthought when it comes to groundbreaking tech (other than perhaps PS5).

    At this point, I see Toyota as the next Sony unless they fire Toyoda and get someone else in there to push things forward.

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  4. I drive a EV6 GT-Line AWD, and my wife drives the new Tucson PHEV Limited (with unfortunately two car payments). While I love the EV6, if you forced my hand and I had to sell one of the cars, at this date and time with the current infrastructure limitations , I'd sell the EV6 and keep the Tucson PHEV. While there are quite a few known limitations on higher EV adoption rates, I'd guess that charging infrastructure is number one in most people's minds.
    BTW, she is religious about plugging the Tucson in when the battery gets low, and is averaging over 160 mpg in it so far after nearly 6 months of ownership. PHEVs are a great choice and a great electrified bridge option until battery tech, pricing, and infrastructure for pure EVs improve.

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  5. I am a 40 year toyota driver. I have a 16 year old hybrid camry which I love. I have been waiting for an electric camry for a couple of years. I have found out that there are no plans by Toyota for an electric camry. I am very angry with toyota’s future electric choices. I have ordered a 2023 vw id4 awd pro s, and I am very excited. Toyota has lost me as a user, and I am the tip of the iceberg. Toyota is wrong, and the company will fail. Use me as the example.

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  6. I agree with Toyota, as well. They are developing EVs and will be ready when the demand does shift, but for now ICE and hybrids are dominant…globally. As for their push on Hydrogen, I believe the POVs are real world test beds, and their long-term goal is to use the technology primarily for heavy duty commercial vehicles. It is also important to understand the hydrogen push is from the Japanese government, who is providing funds to develop the technology, along with California. I also think the primary interest in hydrogen is for vehicles sold in Japan, where oil has to be imported. Unlike oil, Japan can make hydrogen. It is very likely the greatest advancement in hydrogen, by Toyota, will be on the fuel production side. In the long-term, hydrogen could end up being a cash cow for Toyota.

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  7. I think, for the remainder of this decade, the primary market for BEVs (excluding early adopter fanboys) will be those with 2 cars and the ability to charge at home. They will have an ICE or hybrid, along with a BEV for their second car. The BEV will be used for in town commutes, where range and public charging infrastructure are not an issue.

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  8. So, all anyone needs to do is just drive a good EV like a Tesla Model 3 Dual Motor and that is it. All I want is that level of speed. I will never again purchase an ICE car ever again. Nothing comes close.

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  9. Toyoda's comments about hydrogen are not surprising at all. Japan's national policy for hydrogen is pushing ALL Japanese manufacturers. Japan is planning to decrease the cost of hydrogen by one-third by 2030… that is fast. That means Japan already has a plan to produce hydrogen at scale. Major Japanese car manufacturers are already helping the government build out the hydrogen infrastructure. Although this is "INCONCEIVABLE " in the US, I think Japan can pull off the change away from fossil fuels.

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  10. Toyota and Honda basically crash everybody else in hybrids. So those that can't compete try to push people to think EVs are the only way to go. Question: if those automakers can't get even close to Toyota (or Honda), how come you can trust their EV approach.
    Plus: in the beginning everybody criticized Toyota for their hydrogen approach, and now everybody seems to be considering it as alternative even for planes and ships.

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  11. The more you talk the more I’m just thinking ‘smaller batteries with more chargers + reliability’ because yeah some companies might be thinking ‘okay we need to slow down because we are about to hit a resource wall’ but the consumers are going the opposite direction.

    Plus fast charging and more powerful chargers are being added to the mix which means to the educated customer they don’t need a long range they just need a ‘bladder range/need to take a break and stretch range’ plus a fast charging battery.

    Also there is so much research being done right now into figuring out different ways to build a battery, as well as miners ramping up because there is people like Elon going around going ‘give me everything you got’ plus the cost of lithium going through the roof and people want in on that.

    Also there is that guy who figured out how to filter lithium better and people are certainly interested in his tech. I’m not sure how much he has scaled so far but if we tracked lithium etc. at a guess I’d say the amount we’re extracting has likely gone up a lot or there is a lot of people trying to cut a ton of red tape to get at it, probably a bunch of social licence battles as well. But basically this whole thing is not a new issue, the scale of exponential Demand maybe but not so much the core issue.

    Also heard someone in a podcast awhile back go ‘humans aren’t good a forward planning, but what we’re really good at is breaking things and then fixing it’ also people talking about EVs breaking the grid and someone being like ‘EVs won’t break the grid because they Can’t break the grid, they need it to work and thus they will have to make it so.’ So in a back to front way those sort of things are sort of reassuring to me. Also the massive increase in Demand for EVs just skyrocketing.

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  12. Also with battery size maybe make it harder to size up? I have an Aptera order and the price between the lowest level and next level is only a few thousand so why not? I actually don’t need that big battery and by the time I maybe get an Aptera the charging grid near me will hopefully be way more build out with heaps more EV drivers so yeah I may or may not even get a smaller battery when I’m asked for order confirmation depending on what my life is doing by then.

    Which is probably really throwing out Aptera’s stats as well if they are almost ‘encouraging’ buyers to level up by making it almost too easy meanwhile the price of making the battery is likely going up.

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  13. Just went to check out that Lordstown Endurance video and realised that given how a lot of fleet vehicles keep being made with ‘small batteries’ it’s probably going to be fleets that push us towards smaller battery cars culturally faster than people otherwise would because if people are getting a ‘small battery’ vehicle at work and go ‘actually this works’ and other people see that plus it impacts workers decision on potentially buying other cars like a family car, that could really help push the whole ‘smaller batteries’ thing.

    Also businesses pushing charging as well at home, at work and fast charging.

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  14. Toyota is a Department Store that fails to stock what people really want, I guess. Instead they stock the stuff that people previously bought but is a little dated at this point.

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