Toyota Korea held the “2023 Press Conference & RAV4 Plug-in Hybrid Launch” event on the 21st at Connect2, located in Lotte World Mall, Jamsil, announcing the company’s business strategy and new vehicle launch plans for 2023, marking the year as a transformative turning point.
Toyota aims to achieve carbon neutrality by reflecting the energy situations of different regions around the world alongside the diverse needs of customers, offering a variety of electrification options through a ‘Multi Pathway’ approach that includes hybrids, plug-in hybrids, hydrogen fuel cell vehicles, and electric vehicles.
In line with the ‘Multi Pathway’ global strategy, Toyota Korea plans to sequentially introduce a total of eight electrified models starting in 2023 that can cater to various customer lifestyles, including Hybrid (HEV), Plug-in Hybrid (PHEV), and Battery Electric Vehicles (BEV).
The Lexus brand will introduce two electrified models: the all-electric SUV model RZ and the all-new RX, its second plug-in hybrid model. The Toyota brand will enhance its electrification lineup with six models, starting with the RAV4 plug-in hybrid, followed by the flagship hybrid sedan Crown Crossover, the large luxury hybrid minivan Alphard, the midsize hybrid SUV Highlander, the fully revamped fifth-generation plug-in hybrid Prius, and Toyota’s first all-electric vehicle, the bZ4X.
Since introducing the hybrid (HEV) model to the domestic market in 2006, the Lexus brand aims to leap into the ‘next chapter’ through its distinctive electrification, introducing various electrified models that align with customers’ lifestyles, and aspiring to be a genuinely luxurious brand through sincere hospitality and refined services.
The Toyota brand announced a new brand slogan, “You See Value First,” embodying its commitment to providing a range of electrified vehicles and differentiated services that exceed customer expectations, thereby bringing happiness to each customer who recognizes Toyota’s value.
Additionally, in order to enhance customer safety, assurance, and trust, the company will strengthen customer services. Various service products designed to enhance customer satisfaction and loyalty will be newly launched. Furthermore, to provide customers with more efficient and convenient services, digitalization will be applied in service areas such as AI-based call centers and reception kiosks.
Focusing on ‘environment’ and ‘talent development’, Toyota Korea is expanding various social contribution activities, listening to customers’ voices alongside Lexus and Toyota dealers nationwide, and strengthening engaging activities that resonate with the community. The company remains committed to fulfilling its social responsibility toward achieving carbon neutrality and striving to be a good corporate citizen.
Toyota Korea president Konoyama Manabu stated, “Under Toyota’s Multi Pathway electrification strategy aimed at providing multiple choices, Toyota Korea will continuously present attractive electrified models suited to various customer lifestyles,” adding, “Together with dealerships across the country, we aim to become a brand loved in each region through genuine social contribution activities.”
Yong-Jin Lee daedusj@autodiary.kr