by Toyota’s Position on Hybrid Technologies
Toyota expresses a clear position that 48-volt systems should not be called hybrid technologies. The company insists that true hybrids must use electric drive together with an internal combustion engine. However, in Europe, Toyota itself markets the Hilux model with a 48-volt system as a hybrid, which causes controversy.
Difference Between Technologies
In recent years, many cars with 48-volt mild hybrid systems have appeared on the market, but Toyota claims that calling them “hybrids” is a mistake. Sean Hanley, the company’s sales and marketing chief in Australia, criticizes competitors for using this term, as it can mislead buyers.
Unlike traditional hybrids, which use a battery and motor to improve efficiency, or plug-in hybrids with larger batteries, 48-volt technology plays a much smaller role. It combines the functions of a starter and generator, providing only a slight improvement in fuel economy. Toyota emphasizes that its 48-volt system cannot propel the vehicle solely on electric power, so the company wants to clearly distinguish these technologies.
Marketing Discrepancies
Hanley stated that Toyota does not consider 48-volt systems to be hybrids and markets them in Australia as ‘V Active’ systems. He calls on other manufacturers to avoid using the term “hybrid” for similar technologies. In his speech, he said:
I have observed how hybrid technologies have been used differently in marketing in recent years. But Toyota will clearly explain what a hybrid system for efficiency is, what a hybrid system for performance is, and what a 48-volt system is. In our opinion, a 48-volt system is not a hybrid drive. Manufacturers are responsible for ensuring that buyers understand the difference.
He also emphasized that Toyota models with 48-volt systems, such as the Hilux and Land Cruiser Prado, are not hybrids, and the company wants to separate these technologies.
Global Differences in Approach
However, Toyota does not maintain a uniform position worldwide. In Australia, the company avoids the term “hybrid” for 48-volt systems, but in Europe, it actively promotes the Hilux with this technology as the “Hilux Hybrid 48V”. This demonstrates how marketing language can change depending on the region and target audience.
This situation indicates the complexity of standardizing terminology in the automotive industry, especially with the growing popularity of eco-friendly technologies. Buyers may face confusion due to different approaches by manufacturers, which affects their perception of vehicle efficiency and environmental friendliness. It is important for companies to provide transparent information so that consumers can make informed choices.
