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Will Drivers Want a RAV4 EV?
In the midst of all the buzz surrounding electric vehicles, some EVs are flying under the radar, despite their potential. While Tesla dominates the spotlight, Toyota has been quietly rolling out its own electric SUV, the X Prologue, which bears a striking resemblance to the RAV4. For now, this vehicle is exclusively available in Europe. Its arrival couldn’t be timelier, as demand for electric SUVs is on the rise. However, this isn’t Toyota’s first attempt at electrifying the RAV4. Surprisingly, Toyota has already ventured into the world of electric SUVs twice, though both previous iterations were short-lived.
Few people realize that Toyota actually launched the first electric RAV4 way back in 1997. Initially, it was offered as a fleet vehicle, available for lease to cities and businesses. By 2002, Toyota began selling or leasing it to the general public. Despite a waiting list for this futuristic model, Toyota ultimately produced only 328 units for consumers before ceasing production. The reasons behind this decision remain unclear.
Fast forward to 2010, and Toyota partnered with Tesla to develop the second-generation RAV4 EV. This collaboration was significant because it marked one of the first full-sized EVs from Toyota aimed at the U.S. market. At the time, Toyota sold one of its factories to Tesla for a mere $42 million. Later that year, after Tesla went public, Toyota invested $50 million in Tesla stock. This move positioned Toyota to benefit from Tesla’s cutting-edge battery and efficiency technologies, particularly the Tesla Roadster, which could travel around 200 miles on a single charge. Recognizing Tesla’s potential, Toyota decided to work alongside them to create the RAV4 EV.
The second-generation RAV4 EV was nothing short of remarkable. Starting production in 2012, it was discontinued just two years later in 2014. During its brief lifespan, it featured:
- An impressive range of 103 miles on a single charge.
- IntelliTouch touch-sensor controls, navigation, satellite radio options, and Bluetooth music streaming.
- A lithium-metal-oxide battery pack and charging system developed by Tesla.
- Powertrain components supplied by Tesla, including the motor and gearbox.
- An electric motor capable of accelerating from 0 to 60 mph in 8.6 seconds.
- Exceptional handling and agility.
One standout aspect of the RAV4 EV was its collaboration with Tesla Motors, offering more space and a better price point compared to other EVs at the time. Priced at $49,800, it was quite reasonable for an electric SUV.
Despite its impressive specs, the RAV4 EV struggled to gain traction. Toyota only managed to sell 192 units in 2012, followed by 1,096 units in 2013, and 1,201 units in 2014—a total of 2,489 units sold overall. Limited to California, this narrow availability likely contributed to its lackluster sales figures. Additionally, the slow charging time—up to 24 hours without a Level 2 charger—was a major deterrent for potential buyers. This issue, combined with limited consumer interest in electric SUVs at the time, played a significant role in Toyota’s decision to end production after the 2014 model year. Other contributing factors might include the expiration of Toyota’s agreement with Tesla in 2014 and Toyota’s eventual sale of its Tesla shares in 2016. Some speculate that Toyota wanted to prove its independence as an EV manufacturer.
Interestingly, the RAV4 has seen a resurgence of sorts. In July 2020, Toyota introduced the RAV4 Prime, a hybrid version producing 302 horsepower. Unlike the X Prologue, the RAV4 Prime is available in the United States.
While the RAV4 EV didn’t make a lasting impact, Toyota’s efforts show its commitment to exploring the EV market. Perhaps future iterations of the RAV4 will build on the lessons learned from its predecessors.