How Toyota Plans to Solve EV Anxiety for eBella Buyers | Toyota's EV strategy for India

Toyota has finally entered India’s EV market with its first electric car, Urban Cruiser Ebella, which is a mid-size SUV that will be redefining the standards of reliability to the EV space. However, apart from launching a new car, the company is introducing a completely new ecosystem that will eradicate range anxiety, which is one of the biggest fears of an EV owner. 

Understanding Toyota’s EV Strategy for India

The Toyota leadership revealed their strategy in an interview with Country Head & Exec VP of Toyota, Vikram Gulati and Exec VP, Toyota, Sabari Manohar, as their strategy revolves around “Urban Tech”, which is a perfect combination of design and practicality. 

According to Toyota, they are having more than 30 years of global electrification experience (Starting from RAV4 EV launched in 1996). The company has designed the Ebella with a unique “Hammerhead” design language and has given a bold “B-SUV” stance.

Toyota will be implementing a multi-pathway approach, which means creating a great product (Significant range of 543 Km) is only half the job done. The other half includes the ownership experience, which will be as solid as a Corolla. 

Solving ‘EV Anxiety’ for eBella Buyers

According to the latest studies conducted by Toyota, 90% of EV owners mainly charge their cars at home or work. This data has shifted their approach towards developing a perfect home ecosystem, rather than just building fast chargers. 

Beyond Range: The “Assured Buyback” Promise

Apart from range anxiety, the fear of resale value is one of the biggest barriers to EV adoption. To solve this, Toyota will be providing a 60% assured buyback program. It will also include an 8-year battery warranty and additional option of Battery-As-A-Service (BaaS). This strategic move will ensure a relief to the EV owner against rapid depreciation and old technology. 

Developed Service Network

Toyota will be working on their existing strength, which is an enhanced dealer network as they will be deploying 500+ EV-enabled touchpoints and 2,500+ trained EV technicians across the country. Toyota is providing a guarantee of service turnarounds in as less as 45 minutes. 

Toyota’s take on service is quite evident, as they will be not leaving you alone, whether it is 24/7 roadside assistance or seamless availability of parts. 

According to Toyota, they are not just selling cars, but a peace of mind to consumers by solving the three important parameters, which includes range anxiety, resale and superior service experience.