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Toyota CEO Defends Electric Highlander as Mass-Market Play
Key Takeaways
- Toyota CEO Koji Sato defends the electric Highlander, targeting a base price of $42,000 to undercut competitors
- The EV Highlander aims at suburban families with home garages, leveraging two decades of brand loyalty
- Toyota faces dual criticism from EV advocates who say it moved too slowly and skeptics who doubt mass-market readiness
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DT Editorial Team··5 min read·via bloomberg.com