03:44 04-03-2026

Toyota launches electric Highlander as part of revised EV naming strategy

Toyota has revised its naming strategy for electric vehicles, introducing a new three-row electric crossover under the familiar Highlander badge. Previously, the company faced criticism for the complex bZ4X name, which required explanation and lacked a clear connection to the existing model lineup.

The automaker is now betting on brand recognition. According to Toyota's vice president of sales and marketing, Owen Peacock, the company faced a choice between creating an entirely new name or using an established one when launching the new model. In the end, they opted to expand the existing lineup, creating a "Highlander family" with different powertrain options.

The 2027 electric Highlander will be the brand's first three-row EV and the first Toyota electric vehicle assembled in the United States, with batteries produced in North Carolina. Production of the two-row gasoline Highlander will end after the 2026 model year, while the Grand Highlander with internal combustion and hybrid versions will remain on sale. This move gives the 2026 models and beyond a clearer naming structure without confusing alphanumeric codes.

Pricing for the electric Highlander will be announced this fall.