Toyota shows up fashionably late to the EV party

• Until recently, however, it had only one mediocre EV in its lineup.
• By the end of this year, it will offer four much more competitive models.

What they're saying: "The cars we're launching now we've been planning for three, four or five years, so we think the timing is great." Toyota North America brand chief Dave Christ tells Axios.

• Plus, he says, "even if the BEV market is 5% of the industry, we want our share of that 5%."

Driving the news: Toyota recently launched three electric SUVs: the 2026 bZ, the compact C-HR, and the off-roading bZ Woodland.

• Later this year, the family-friendly, three-row Highlander EV will join Toyota's lineup.

Between the lines: Toyota's first EV, the bZ4X, was a rare screwup for the Japanese carmaker known for its reliability and quality.

• It was panned as a half-hearted effort from Toyota because of its below-average driving range, slow charging speeds and poor winter performance.
• In 2022, the car was recalled because Toyota said the wheels might fall off, and in 2025, the company paused bZ4X sales to fix a defroster glitch.

The 2026 bZ is a significant improvement over its predecessor, with a 25% increase in driving range (now up to 314 miles).

• It also features a built-in NACS port to recharge at Tesla Superchargers, and can recharge from 10% to 80% in around 30 minutes.

Early sales of the new bZ have been impressive.

• Toyota sold more than 10,000 units in the first three months of 2026, beating out GM's top-selling Chevy Equinox EV.

What we're watching: Toyota has finally caught up in EVs, but the rest of the industry, having pivoted away from them, is coming for Toyota's dominant share of the hybrid market.