Let's Do It Again: Toyota and Tesla Build RAV4 EV
Finally something tangible out of the Toyota/Tesla-hookup: Tesla and Toyota will build an electric version of Toyota’s RAV4 compact crossover. According to a communiqué by Toyota, the two companies signed an agreement to that effect. The E-RAV4 is supposed to be available in the United States in 2012. So fast? Well, it’s as simple as combining the Toyota RAV4 model with a Tesla electric powertrain, says Toyota. The first prototype has already been built and is now undergoing testing. Tesla will “produce and deliver a fleet of prototypes to Toyota for evaluation within this year.”
No more is known or will be divulged, except that “Tesla seeks to learn and benefit from Toyota’s engineering, manufacturing, and production expertise, while Toyota aims to learn from Tesla’s EV technology, daring spirit, quick decision-making, and flexibility.” Toyota had plans to introduce EVs into the market by 2012, and by using what T&T have, that goal most likely can be reached quicker and for less money than by starting from scratch.
This is not the first electric RAV4 to be built. Toyota built the first RAV4 EV in 1997. By 2003, Toyota had sold or leased 328 RAV4 EVs. Then, the vehicle was discontinued. In a press release issued for that occasion, Toyota said “ that in order to have a positive environmental impact, a large number of consumers must embrace the technology. In order for this to happen, the vehicle must meet the lifestyle needs of, and be affordable to, the mass market.” At the time, Toyota had problems with range and useful life of the battery. When the old RAV4 EV was scrapped, Toyota said that “the cost to replace the battery is more than the value of the vehicle.” Hopefully, some of this has changed by now.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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There we go. That makes sense. Make it so Tesla only has to worry about batteries, and they might have a shot. I'd like an electric car, but we can't all drive/afford lotuses, can we?
I bet Ed Begley is excited about this. Me, not so much. I'll keep my TDI.