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Toyota Expands Hybrid Vehicle Focus with Major U.S. Strategy Shift

Published 22 hours agoTM
Toyota Expands Hybrid Vehicle Focus with Major U.S. Strategy Shift

Toyota is ramping up its commitment to plug-in hybrid vehicles, aiming for these models to make up 20% of its U.S. sales by 2030. In a significant move, the automaker announced in October 2023 an $8 billion investment in its North Carolina battery plant, doubling its previous commitment. This expansion aims to support the production and sales of 1.5 to 1.8 million electric or hybrid vehicles annually in the U.S. by the end of the decade, ultimately creating over 5,000 jobs by 2025.


This strategic shift is part of Toyota's plan to offer hybrid-only versions of many models, like the 2025 Camry and the 2026 RAV4, aligning with its multi-pathway approach. By introducing more plug-in hybrid models, Toyota seeks to provide extended electric-only driving ranges ahead of new U.S. carbon emissions standards set for 2027. As reported by CBT News, the company's focus on hybrids is a strategic response to challenges faced by the electric vehicle market, including high costs and infrastructure hurdles.


As of June 2023, hybrids made up 37% of Toyota's U.S. sales, a steep climb from 9% in 2018. This growth trajectory reflects Toyota's strategy to capitalize on existing market demand while preparing for more advanced EV development. Reuters highlighted Toyota's pragmatic approach amid fluctuating electric vehicle demand, emphasizing the hybrid route as a flexible solution to shifting consumer and regulatory landscapes.

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