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How did Toyota complete lose the EV market?

  • 25-03-2022 9:38am
    #1
    Posts: 8,385 ✭✭✭ [Deleted User]


    I honestly can not understand how Toyota are so far behind in the EV sector.

    They have stuck stubbornly and stupidly to the ICE hybrid model (I refuse to call them self charge, they are not).

    But when you think that they were the only company in the electric range at all, with the Prius, how have they completely failed to transition this to full EV's?

    It looks like they did absolutely nothing to drive battery development or scale up production



Comments

  • Registered Users, Registered Users 2 Posts: 71,186 ✭✭✭✭L1011


    Funnily enough I did a market research survey yesterday that was clearly Toyota trying to see how to claim that their hybrids are still good. Starts to feel a bit like Homer chasing the roast pig in the Simpsons.



  • Registered Users, Registered Users 2 Posts: 12,917 ✭✭✭✭Toyotafanboi


    They must have an idea of what they are at being the best selling car brand in the country year on year and the worlds largest auto maker by a good margin so they are probably not too worried.


    There's a real opinion out there now for some reason that everybody should have or at least be aspiring to an EV. I dont think it's correct, personally.



  • Registered Users, Registered Users 2 Posts: 71,186 ✭✭✭✭L1011


    If you want to actually sell new cars in ~8 years time they're going to have to be EV. Which is why Toyota have had a shotgun marriage joint venture with BYD to get full EVs out.



  • Registered Users, Registered Users 2 Posts: 12,917 ✭✭✭✭Toyotafanboi


    How do you figure that out?


    Is there a global ban on hybrids coming up in 2030?



  • Moderators, Category Moderators, Arts Moderators, Sports Moderators Posts: 50,895 CMod ✭✭✭✭magicbastarder


    how many other manufacturers are in the same boat? i know they ride on the coat tails of VW, but IIRC skoda only have a single EV in their range.



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  • Registered Users, Registered Users 2 Posts: 12,917 ✭✭✭✭Toyotafanboi


    This is it but no manufacturer is going to change it's 10 year plan for Ireland, they'll just pull out if they cannot deliver a product that suits our government.


    We are a miniscule amount of any manufacturers global operation.



  • Registered Users, Registered Users 2 Posts: 5,401 ✭✭✭DublinDilbert


    They pretty much bet the house on hydrogen taking over with the hybrids being a stop-gap measure. It is strange as they had toyota RAV4 EVs on the road from 1997, with quite a few of them still running (https://en.wikipedia.org/wiki/Toyota_RAV4_EV).

    Their hybrid/inverter drive system is bullet proof and many people are re-using these in EV conversions now (openinverter.org). Even the motors used in the hybrid drive systems are very efficient and are being reused in conversions.

    They had all of the technology required, maybe with the exception of batteries, but they even had good experience of batteries from the large number of hybrids produced.



  • Moderators, Motoring & Transport Moderators, Regional East Moderators Posts: 8,134 Mod ✭✭✭✭liamog


    I think a big part of it is Japan's governments Hydrogen strategy, they intend to replace fossil fuel usage with hydrogen and become a net hydrogen exporter to make money from being an energy supplier. Toyota are probably much further along with hydrogen cars than anybody, I suspect theirs an element of government synergy to why Toyota put their eggs in the hydrogen basket.

    Hydrogen cars and EVs are very similar in terms of drivetrain, I don't forsee Toyota having huge issues switching to batteries instead of fuel cells in their models



  • Posts: 8,385 ✭✭✭ [Deleted User]


    But other manufacturers didn't already have decades of experience with electric drives, like Toyota did.

    The hydrogen is a good call, but can anyone see that being king outside trucks and buses?



  • Registered Users, Registered Users 2 Posts: 7,430 ✭✭✭bladespin


    Well, Honda certainly are heavily invested in Hydrogen for cars too, could just be the Japanese market but doubt it.

    MasteryDarts Ireland - Master your game!



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  • Registered Users, Registered Users 2 Posts: 436 ✭✭teediddlyeye


    3 or 4 weeks ago, whenever it was that fuel was €2.20 ish. I drove the leaf to my local garage to fill a can for the lawnmower.


    There was an aul lad in a brand new auris (I think) filling his tank to the brim and 2x 20 litre drums. Thought they charged themselves lol.

    Anyways didn't look at the pump but must have been near €150 or more (no idea how big the tank is on them)

    First impression is what is the fcukin point of buying that thing.

    I suppose they're only popular at the min for people used to older petrols that were a a bit worse on juice, but they're not any sort of long term solution.

    Hybrids will go the way of betamax video IMO.

    "I never thought I was normal, never tried to be normal."- Charlie Manson



  • Registered Users, Registered Users 2 Posts: 12,917 ✭✭✭✭Toyotafanboi


    I think the hybrid concept is a good one and would really suit all the EV-mentallists.


    If 90% of average Irish drivers drivers commutes are less than 30kms or whatever the statistic is, then do it on electricity, then you still have a petrol engine if you want to go somewhere far away.


    The problem is that from a financial stand point they dont make sense. You'd never save back the extra expense of the hybrid over an ICE only model in fuel savings and that is as good a proof as any that nobody really cares about the environment.



  • Registered Users, Registered Users 2 Posts: 2,516 ✭✭✭XsApollo


    Irish market is nothing to Toyota,

    Irelands attitude to electric doesn’t matter to them.


    Have you been in any major city in Asia?

    Toyotas are everywhere, Camrys, Alphards everything, rarely see a Yaris tho.



  • Moderators, Motoring & Transport Moderators, Regional East Moderators Posts: 8,134 Mod ✭✭✭✭liamog


    The Irish market isn't going to make much difference, but Toyota are going to have to invest in zero emission vehicles to keep selling in the EU. I don't see them building a hydrogen refilling infrastructure whilst the rest of the manufacturers have gone the battery ev route.



  • Registered Users, Registered Users 2 Posts: 8,514 ✭✭✭BrianD3


    Look at Toyota's history - they have been late to parties before. The Starlet was rear wheel drive up until 1984, years if not decades after other manufacturers decided that FWD was appropriate for small cars.

    Japanese corporations can have a puzzling (to an observer) relationship with change and innovation. Sometimes they are right and it is the market that is wrong e.g. right hand drive cars should have the indicator stalk on the right, the Japanese had this but then changed, seemingly because consumers expected to find the stalk on the wrong side.



  • Registered Users, Registered Users 2 Posts: 436 ✭✭teediddlyeye


    I'd love to see the long term breakdown of something like a pure ice yaris (do they even make them anymore?) Vs a hybrid RAV4 on which is better environmentally and cost wise. Surely the hybrid is worse?


    Yeah I get that not a lot of people genuinely care that much, but I'd like to hope people have a bit of common sense when realising that having clean air and water is nice! And sure these days carbon is money anyway!

    Cost wise EV vs hybrid is laughable, right now the nissan app is telling me I'm getting 100km per €1.73. Today that would buy about 950ml of petrol (even less diesel)😆 the hybrid would need to be doing 300mpg to be comparable. And I commute 640km per week.

    "I never thought I was normal, never tried to be normal."- Charlie Manson



  • Posts: 13,688 ✭✭✭✭ Sean Magnificent Thermos


    Toyota can survive without the EU market and are sensibly focussing on markets which will expand well into this century.

    Asian and African populations will continue to boom whereas Europe will, at best, stagnate.

    Asia is expected to have an extra 1.5 billion people by 2050 and Africa is expected to double in population to 2.5 billion.

    Toyota are no fools.



  • Registered Users, Registered Users 2 Posts: 73,522 ✭✭✭✭colm_mcm


    The uncle just got a 221 Yaris, cool little thing and absolutely packed with buttons he won’t press.

    Was heartbreaking to fire it up and hear the same Daihatsu sewing machine 1.0 engine under the bonnet as they had in the 2005 Aygo.



  • Posts: 0 [Deleted User]


    They’re also quite capable of just suddenly switching and having a very easily polished product.

    I would suspect it might be a case of having invested so much into hybrid technologies they’ll milk them all they can first.

    It’s not a very big leap for them and compared to others, it’s likely they’ll do an extremely good job of it.

    Toyota can be weirdly stubborn though. I mean they kept flogging a dead horse and were last to implement Apple Car Play and Android Auto. I know several people who bought other brands on that issue alone, but Toyota seemed determined to keep pushing their own awful systems for way, way too long.

    I know some people would consider choice of infotainment system a bit of ridiculous reason for choosing a car, but it is a big factor for a lot of people - especially if one car maker is an outlier.



  • Registered Users, Registered Users 2 Posts: 29,088 ✭✭✭✭_Kaiser_


    Having started off in a Mitsubishi Mirage back in the day I always found that incredibly annoying myself. Much prefer it on the left.

    I am left-handed though. I've never driven a LHD car but I imagine the gear selector on the right will be even more annoying if the day ever comes or god forbid, one of those awful stalk options the yanks use!



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  • Registered Users, Registered Users 2 Posts: 645 ✭✭✭Killer K


    This.

    The obsession with Toyota is hilarious.

    We had a rush to diesel in Europe around 2008 for 'environmental' reasons with if I remember correctly, where at a point over 80% of cars in Ireland sold were diesel. Toyota didn't follow the pack but sourced diesels to meet demand in europe. To its credit, it didn't invest (or at least not heavily) in diesel tech.

    Toyota will no doubt catch up very quickly (by developing in house or sourcing externally) on the EV front if/when it considers it needs to.

    In the very small market that is Ireland, Toyota is currently selling more cars than everyone else is selling EVs combined so I wouldn't be concerned about them here.

    There will continue to be plenty of demand for hybrids here and rightly so.



  • Registered Users, Registered Users 2 Posts: 436 ✭✭teediddlyeye


    Lol, must be the best option if doing small miles.

    "I never thought I was normal, never tried to be normal."- Charlie Manson



  • Registered Users, Registered Users 2 Posts: 30,442 ✭✭✭✭Wanderer78


    incredibly difficult to change global manufacturing supply chains from a business thats been for decades, if not centuries, multiples of billions would be caught up in facilities across the world for ice cars, ev's would require multiples of billions more invested to get it rolling, they probably seriously underestimated the change over also, but big companies can and do fail badly with change....



  • Registered Users, Registered Users 2 Posts: 645 ✭✭✭Killer K


    VW seemed to be able to knock out the ID3 and ID4 without huge difficulty before the global supply chain issues. They haven't exactly being doing EVs for very long but have been around for a while.

    Big companies can and do fail as do small and medium size companies. At this stage it is more wishful thinking or fanciful speculation that Toyota will fail than objective evidence pointing in that direction.



  • Posts: 8,385 ✭✭✭ [Deleted User]


    My point is that they completely owned the electric drive train market and did nothing with it. They should own anything EV

    Other companies have seized on it and are pumping out cars. Toyota can do without EU market but it's a sizable and rich market.



  • Registered Users, Registered Users 2 Posts: 30,442 ✭✭✭✭Wanderer78


    true, other major car manufactures do seem to be dealing with the changeover far better, but it can be extremely difficult to change such large organizations, due to its complexities, i dont expect toyota to fall into oblivion, they just seem to be very late to the game, theyll probably pull it together at some stage, but you d have to wonder, how well will they be able to secure supplies for critical minerals such as lithium etc



  • Registered Users, Registered Users 2 Posts: 645 ✭✭✭Killer K


    Isn't that part of the overall problem though? The need for the mining and securing supply of critical minerals. What happens if European policy makers turn around in 10/15 years and say, we made a big mistake putting all our eggs in the EV basket by backing EV ownership with massive financial incentives? Similar to the diesel mistake.

    Toyota and Honda would appear to be taking a more long term strategic view and global view. If anything, they are possibly dealing with the change better than other manufacturers.

    By the way, I am not against EVs, just don't think they are the magnificent solution that people think they are. I have no problem buying one, Just wouldn't be fooling myself in thinking I am doing something really positive for the environment.



  • Registered Users, Registered Users 2 Posts: 12,822 ✭✭✭✭galwaytt


    the other thing is quality and reliability. Anyone who's ever bought a new phone/laptop/PC etc, knows how infuriating they can be when only a little old and they get 'buggy'. An EV is that to the power of N.

    Toyota aren't stupid - let the rest of the world debug it, and they'll keep their toe in the water in Hybrid - and if a Which survey recently put their Hybrids as the most reliable car type, bar none, on the market. Ahead of all ICE and EV. In fact, EV scored particularly poorly and Tesla in particular: and it's almost all down to software.

    The step Hybrid-EV is smaller than ICE-EV, so they won't be far away or behind, for long..............

    Ode To The Motorist

    “And my existence, while grotesque and incomprehensible to you, generates funds to the exchequer. You don't want to acknowledge that as truth because, deep down in places you don't talk about at the Green Party, you want me on that road, you need me on that road. We use words like freedom, enjoyment, sport and community. We use these words as the backbone of a life spent instilling those values in our families and loved ones. You use them as a punch line. I have neither the time nor the inclination to explain myself to a man who rises and sleeps under the tax revenue and the very freedom to spend it that I provide, and then questions the manner in which I provide it. I would rather you just said "thank you" and went on your way. Otherwise I suggest you pick up a bus pass and get the ********* ********* off the road” 



  • Posts: 8,385 ✭✭✭ [Deleted User]


    How on earth would Toyota need a global debug?

    They've been using electric drivetrains for decades now...



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  • Registered Users, Registered Users 2 Posts: 9,617 ✭✭✭ba_barabus


    It's almost like VW had some existential crisis that meant it couldn't keep going the diesel route. At least the electric models aren't suffering any major glitches forcing dealers to buy back the cars.


    Toyota to its credit when it pulled the plug on its 3 cylinder 1.5l diesel unit it had pretty much finished developing because they said it couldn't be made reliable or pass emissions tests with the upcoming emissions regs. It's almost like they'd have to cheat to keep the engines passing tests.



  • Registered Users, Registered Users 2 Posts: 645 ✭✭✭Killer K


    Good point, it is one thing for VW to set themselves up for EV production, it is another thing for them to deliver a reliable finished product to the market.

    Toyota haven't had the same 'motivation' as VW on the need to produce EVs!



  • Registered Users, Registered Users 2 Posts: 24,719 ✭✭✭✭Larbre34


    It's Toyota lads, they sell an absolute arse load of cars in developing countries where pure EV infrastructure just does not exist. Older stripped out versions of Corollas and light commercials are their bread and butter.

    When the time comes for a 100% EV model range, Toyota will be absolutely graaaaaaaand. They'll probably just buy Tesla.



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