EV marketing is currently still limited in terms of brand and quantity. Market leaders like Toyota have yet to market an EV model after showing off the Innova BEV prototype.
Enthusiasm for electric vehicles (EV) is rolling in the midst of a global energy transition. EV use campaigns have penetrated the policies of every country in the world.
On the other hand, domestically, EV marketing is currently still limited in terms of brand and quantity. Market leaders like Toyota have yet to market an EV model after showing off the Innova BEV prototype.
In fact, Toyota prefers to campaign for an energy transition program and reducing carbon emissions through a variety of roads, aka multipaths, that offer a variety of products, not just EVs.
As stated by Indra Chandra Setiawan, Project General Manager of Toyota Daihatsu Engineering & Manufacturing Co. Ltd (TDEM ZEV). He revealed that Toyota has indeed committed to producing 3.5 million units of BEV by 2030, 1 million units of which are premium Lexus brands.
"It's just that the priority markets for these products include North America, Europe, and China," he said when he was a speaker at the National Seminar at Diponegoro University, Wednesday (25/5/2022).
On the other hand, Toyota sees a more realistic opportunity to pursue emission reductions, especially in the Asian region by producing electric multitechnology. Starting from HEV, PHEV, BEV, to FCEV.
The reason, explained Indra, is that each region and region has a diversity of tastes, purchasing power, and geography. For example, for HEV products, it will be more accepted by the public because it does not change anything from the way of driving, without the development of supporting infrastructure, and allows for mass production in a short time.
Meanwhile, PHEV and BEV technology products, so far, can only be reached by segments of society with high purchasing power. The reason is that consumers must have access to personal charging, as well as the high price of the product due to battery embedding.
Meanwhile, FCEV technology is very suitable for public transportation modes ranging from trucks to buses. As a result, with electric cell technology, buses and trucks are no longer burdened with heavy batteries.
Even today, China has also looked at the development of the multipath without discriminating against technology other than BEV. Over the past decade, China has spent about US$105 billion on EV development.
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“However, the level of EV ownership is still small there, so it must be more significant with a variety of technologies. This year, China is starting to see the multipath policy,” explained Indra.
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