by Toyota’s Position on Hybrid Technologies
Toyota believes that 48-volt systems should not be called hybrid technologies. The company claims that true hybrids should use electric drive together with internal combustion engines. However, despite this statement, in Europe, the Hilux model with a 48-volt system is sold under the name hybrid.
Criticism of Marketing Practices
In recent years, many new cars equipped with 48-volt mild hybrid systems have appeared on the market, but Toyota claims that calling such vehicles “hybrids” is a mistake. Sean Hanley, the head of the company’s sales and marketing department in Australia, openly criticized competitors for calling models with 48-volt systems hybrids, believing that such practice can confuse buyers.
Differences Between Technologies
Unlike traditional series-parallel hybrids, which use a battery and motor together with an internal combustion engine to improve efficiency, or plug-in hybrids with larger batteries and more powerful motors that provide extended electric driving, 48-volt technology plays a much smaller role.
Clear Distinction
This system typically combines the functions of a starter and generator, offering modest improvements in fuel efficiency. Toyota’s own 48-volt configuration cannot propel the vehicle solely on electric power, so the brand is trying to clearly distinguish between the two technologies.
“I have observed how hybrid technologies have been used in marketing in various ways in recent years. Good luck to everyone, but Toyota will clearly explain what a hybrid system is for efficiency, what a hybrid system is for performance, and what a 48-volt auxiliary system is. In our opinion, the 48-volt system is not a hybrid drive. I believe manufacturers have a responsibility to ensure that buyers understand the difference,” Hanley stated.
Unification of Terminology
He reinforced his point by drawing attention to Toyota’s current lineup: “I want to be clear that when you buy a Toyota with a 48-volt system, which is currently installed in the Hilux and Land Cruiser Prado, you are not buying a hybrid system. These are not hybrids by any means, so we want to clearly separate these three technologies.”
Regional Differences in Marketing
Everything would be fine if Toyota maintained the same policy worldwide. While in Australia the company avoids using the term “hybrid,” in Europe it acts quite differently. There, the 48-volt version of the Hilux is directly advertised as the Hilux Hybrid 48V, demonstrating how the company’s marketing language can change depending on the target audience.
This situation points to a broader problem in the automotive industry, where terminology is often used ambiguously, which can affect consumer perception. The difference between mild hybrids and full hybrid systems can be significant in terms of environmental friendliness and efficiency, so standardizing definitions could help buyers make informed decisions. Additionally, regulatory requirements in different regions may force manufacturers to adapt their marketing strategy, further complicating global consistency.
