With the 2027 Highlander EV set to launch soon, Toyota is ready to unveil a complete lineup of electric SUVs. This move is crucial for the automaker as it aims to capture a larger slice of the market.
Toyota has long maintained a “multi-pathway” approach, offering various vehicle types like battery-electric (BEV), hybrid (HEV), and fuel-cell electric vehicles (FCEV). However, the introduction of the Highlander as solely an electric vehicle represents a significant shift in strategy.
Recent trends show a dip in EV sales, particularly after the federal tax credit of $7,500 ended. Yet, Toyota believes the Highlander EV, with its three rows of seating, will stand out in the crowded marketplace. David Christ, Toyota’s vice president, confidently remarked, “This is not a niche product. There will be volume.”
This moment is pivotal, as other automakers are stepping back. For instance, Ford recently scrapped its three-row electric SUV plans, and Tesla announced the discontinuation of the Model X. This creates an opening for Toyota to strengthen its position in the EV sector.
Christ highlighted that Toyota’s offerings have lagged behind other brands in terms of electric vehicles. He pointed out, “We lacked EV options in the showroom.” Now, Toyota is ready to roll out four new electric SUVs by 2026, including the well-received 2026 bZ, C-HR, and bZ Woodland.
Interestingly, user loyalty might play a vital role in the success of Toyota’s new electric lineup. According to the JD Power 2025 US Automotive Brand Loyalty Study, Toyota ranks first among mass-market manufacturers with a loyalty rate of 62%. This could help the brand gain traction in an evolving industry.
Additionally, the 2026 bZ model is already making waves, boasting a driving range of 314 miles—an improvement of 25% compared to its predecessor. It’s also one of the most affordable EVs in the country, with a starting price under $35,000.
While the Highlander’s pricing is yet to be confirmed, it is anticipated to be in the $50,000 to $55,000 range, closely matching competitors like the Kia EV9.
As the electric vehicle market continues to grow, Toyota’s inclusion of EV options is a crucial step. Whether this strategy translates to sales will be something to watch closely in the coming months.
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