It’s not that their denying the shifting trend altogether, but rather tempering expectations that the change will happen tomorrow.
The Biden administration and various environmental groups have pushed for a goal of having EVs make up 50% of new auto sales by 2030, but Jack Hollis, executive vice president of sales at Toyota North America, thinks that’s far-fetched.
Consumer demand simply isn’t there
Speaking with a group of journalists at the Automotive Press Association, Hollis said the public demand for EVs is insufficient due to their high costs and the lack of infrastructure needed for the new technology.
Hollis mentioned too that the charging infrastructure isn’t ready yet either. Outside of
chargingat your own home, he believes it’s still too challenging to charge your car while on the road.
But what about all of the other EV makes and models?
Without calling out the competition by name, Hollis made reference to the notion that the recent push by other car companies to go more electric has a flaw in its logic.
He said that the bulk of the new EVs being put out by other mass-market brands are either luxury cars or SUVs/pickups that were priced as luxury cars. Yet again, he believes the prices are just too steep for the average consumer.
The Prius as an example
While Toyota is now notorious for how slow they’re dragging their heels into the EV world, they were the first ones to mass market a very successful hybrid in the
Other car companies followed suit and also built quality hybrids, but 20 years into their existence, hybrids only account for 10% of total sales.
Hollis thinks that if hybrids, with their affordability and lack of range anxiety, aren’t performing better than that, then EVs will be just as far if not further behind. In short, he believes the “rhetoric” around EVs is way ahead of the demand.
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