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Will Drivers Want a RAV4 EV?
In the midst of all the buzz surrounding electric vehicles, some EVs seem to fly under the radar. While Tesla dominates the spotlight, Toyota has been quietly unveiling its own electric offerings, such as the new electric SUV inspired by the RAV4. For now, this exciting model, named the X Prologue, is exclusive to European markets. Its sleek design mirrors the RAV4, making it a standout choice for eco-conscious consumers.
Toyota's timing couldn't be better, as there's a growing appetite for electric SUVs. However, this isn't the first time Toyota has ventured into the EV space. Surprisingly, the automaker has already dabbled in electric RAV4s, launching them twice in the past. Despite their popularity, both generations of the RAV4 EV had limited production runs, which left many scratching their heads.
Let’s dive into the history of these early EV efforts. The first-generation RAV4 EV hit the roads way back in 1997. Initially marketed as a fleet option for cities and businesses, Toyota later began leasing units to the general public in 2002. Surprisingly, only 328 units were sold or leased to the public before production ceased. Even with a waiting list, the decision to halt production remains a mystery.
Fast forward to 2010, and Toyota inked a deal with Tesla, investing millions into the tech giant. This collaboration birthed the second-generation RAV4 EV, one of the first full-sized EVs from Toyota in the U.S. market. Interestingly, Toyota sold one of its plants to Tesla for a mere $42 million in 2010. As Tesla went public, Toyota capitalized by purchasing $50 million worth of Tesla stock. This strategic move positioned Toyota to leverage Tesla's cutting-edge battery and efficiency technologies.
The second-generation RAV4 EV launched in 2012 and was discontinued in 2014. Despite its short lifespan, it packed quite a punch with features like an impressive 103-mile range on a single charge, touch-sensitive IntelliTouch controls, and a Tesla-developed battery pack and powertrain. Its electric motor could accelerate the RAV4 EV from 0 to 60 mph in just 8.6 seconds. Notably, it also offered a competitive price point of $49,800.
However, despite its impressive specs, the RAV4 EV faced several challenges. Sales were lackluster, with only 2,489 units sold in total. Limited availability to just California likely hurt its market penetration. Additionally, the lengthy charging time—up to 24 hours without a Level 2 charger—proved impractical for many consumers. These factors, combined with the expiration of Toyota's agreement with Tesla in 2014, led to the discontinuation of the RAV4 EV after just two years.
Today, Toyota has revisited electrification with the RAV4 Prime, a plug-in hybrid introduced in 2020. While not fully electric, it delivers 302 horsepower and is available in the U.S., offering a compromise for those interested in Toyota’s evolving lineup.
As Toyota continues to explore the EV landscape, it remains to be seen whether the X Prologue will mark a new chapter in the brand's electric journey. With its bold design and promising specs, it certainly has the potential to capture attention beyond Tesla's shadow.
While the RAV4 EVs of the past may have fallen short of expectations, they paved the way for future innovations. Will Toyota's latest ventures bring the brand back into the EV limelight? Only time will tell.