Toyota has presented three new electrified models: the BZ4X, the CH-R+ and the AYGO Cross Hybrid. Three vehicles with different positioning, but all reflecting a clear strategy: to remain true to the brand’s values – reliability, quality and adaptability – while accelerating its contribution to the energy transition.
BZ4X: the zero-emission SUV that leads the way
The BZ4X is Toyota’s first true 100% electric SUV. Available with a choice of engines and two battery sizes, it boasts a range of up to 569 km. It can be recharged with up to 22 kW of alternating current, and battery preconditioning ensures optimum efficiency, especially in winter.
Toyota is seeking to prove that it can make up for lost time in the electric segment. But in a market already occupied by Tesla, Hyundai and BYD, the challenge will be to offer a competitive alternative in terms of price and services.
CH-R+: the electric standard-bearer
With its bold styling and 343bhp, the CH-R+ boasts unusual performance figures for an SUV of its size: 0-100kph in 5.2 seconds and a claimed range of up to 600km. Toyota has made it the flagship of its electrified range.
It remains to be seen whether this balance between sportiness and versatility will appeal to a market where simple hybrids are beginning to show their limitations in the face of zero-emission requirements in urban areas.
AYGO Cross Hybrid: the pragmatic entry-level model
With the AYGO Cross Hybrid, Toyota is playing the accessibility card. Compact and designed for the city, it is the urban SUV that « ticks all the boxes ». Accessible and agile, it remains a hybrid at a time when some European cities are already moving towards 100% electric vehicles.
It’s a response to the expectations of city dwellers, but perhaps a short-term solution in the face of forthcoming regulations.
More than a range: a strategy
Beyond the models, the manufacturer’s message is clear: electrification is not a one-off, it has to be multiple. By combining electric SUVs, high-performance hybrids and city cars, Toyota is betting on a multi-technology strategy. However, this diversification may be seen as a hesitant strategy in the face of competitors who are betting everything on 100% electric cars.
« My Toyota is fantastic »: between emotion and transition
These launches will be accompanied by a new advertising campaign, with the slogan « My Toyota is fantastic ». Behind the emotion and the attachment to the brand, there is a strategic challenge: to convince people that Toyota remains a safe bet in the automotive world, while adapting to the needs of a rapidly changing market.
