Toyota is embarking on an ambitious journey to electrify its vehicle lineup, with a significant focus on the popular Highlander SUV. This strategic pivot involves the introduction of a new all-electric Highlander, slated for an official unveiling by the close of 2025 and expected to hit showrooms in early 2026. This initiative represents a major step in Toyota's broader electrification strategy, aiming to diversify its offerings beyond the existing bZ series. Furthermore, the company is re-evaluating its production facilities, consolidating EV manufacturing at its Georgetown, Kentucky plant, which will also accommodate the production of a larger, new three-row electric SUV by 2028. This comprehensive plan underscores Toyota's commitment to both electric mobility and the continuous evolution of its diverse portfolio.
The automotive landscape is witnessing a profound transformation, and Toyota is actively positioning itself at the forefront of this change, particularly within the SUV segment. The decision to introduce an electric Highlander stems from market insights indicating a strong preference for larger vehicles, exemplified by the Grand Highlander's current popularity over its standard counterpart. By designating the Highlander name for a more compact, yet still three-row, electric SUV, Toyota aims to carve out a distinct identity for this new electric model, allowing it to stand apart from its larger sibling and cater to specific market demands. This strategic naming convention also signifies a departure from Toyota's previous 'bZ' naming structure for electric vehicles, which the company recognized as potentially confusing.
Toyota's plans extend beyond just the electric Highlander. The automaker is preparing for a significant expansion of its electric vehicle offerings in the U.S. market, with seven new electric models projected to launch by mid-2027. These new additions will complement existing electric vehicles like the bZ and the forthcoming bZ Woodland and 2026 C-HR. While embracing full electric vehicles, Toyota maintains a diversified approach, continuing to offer mild-hybrids and plug-in hybrids. Evidence of this includes forthcoming facelifts for the current Highlander, drawing inspiration from the latest Camry design, and a rumored PHEV version for the Chinese market. Additionally, Toyota is reportedly developing a unibody pickup truck, potentially based on the Corolla, designed to compete with models like the Ford Maverick, offering a new hybrid option in the segment, though its arrival is anticipated around 2027. Furthermore, a wide array of other models, including the Camry, Corolla, Crown, Prius, and various trucks and SUVs, are slated for refreshes in the coming years, showcasing a holistic commitment to innovation across its entire product range.
This strategic push into electrification and product diversification highlights Toyota's adaptability in a rapidly evolving automotive industry. The upcoming electric Highlander, along with other new and refreshed models, demonstrates Toyota's commitment to meeting diverse consumer preferences while advancing towards a more sustainable future. This multi-pronged strategy ensures that Toyota remains a formidable player, catering to the growing demand for electric vehicles while also maintaining its strong presence in traditional and hybrid segments.