Toyota is opening a new chapter in its history by electrifying one of its most popular models – the Highlander. A fresh teaser has confirmed that the new three-row electric crossover, previously known under the conceptual index bZ5x, will hit the market as the Toyota Highlander. The full global debut of the model is set to take place in the USA tomorrow.
A short video revealed important technical details of the upcoming novelty. On the car’s body, the badges BEV (Battery Electric Vehicle) and AWD are clearly visible. This means the Highlander will be fully electric with a dual-motor powertrain providing an all-wheel-drive system. The new model will retain its main feature – a spacious cabin with three rows of seats.
Toyota’s decision to use the Highlander name instead of an alphanumeric index like bZ indicates a shift in marketing strategy. The company follows the example of other automakers (such as Volkswagen) who are returning to classic names for their electric vehicles. Toyota believes that selling an innovative product under a familiar and respected brand is far more effective than building recognition for a new sub-brand from scratch.
