Grand Highlander Laris, Toyota Changes Electric SUV Production Strategy In The US

JAKARTA Toyota, a global automotive manufacturer that has been known for its massive sales of RAV4 in the United States (US), is now starting to focus its attention on its two flagship SUVs: Highlander and Grand Highlander. Interestingly, the Grand Highlander is now getting a much more positive market response. Seeing this opportunity, Toyota took a big step by consolidating production of electric vehicles (EVs) at their factory inugas, Kentucky, as well as adding new assembly lines to meet high demand for Grand Highlander.

Previously, the Toyota plant in Princeton, Indiana, was planned to produce the latest electric SUVs. However, according to an Automotive News report, reported by Autoblogging, Friday, August 1, the project was diverted to Kentucky and will begin in 2028. At this facility, Toyota will also produce a smaller three-line electric SUV scheduled to launch in the first quarter of 2026. This move is part of Toyota's ambitious strategy to lift Highlander out of the shadow of Grand Highlander and give him a stronger identity.

Toyota has also evaluated their EV line naming strategy that has been considered confusing, such as bZ4X. Starting in 2026, the model is quite referred to as a bZ only. With this new approach, the three-line SUV previously thought to be called bZ5X will most likely use a new name. Highlander will reportedly be used as a name for a more compact and lighter three-line electric SUV.

Although there has been no official confirmation about the name and marketing strategy of this model, Toyota has stated that it will produce two three-line battery electric SUVs in the US. Both will be assembled in Kentucky, with model production likely to use the Highlander name starting early in order to attend the dealers in early 2026. The disclosure is also predicted to take place before the end of 2025.

This electric version of the Highlander will be part of Toyota's seven new EV models planned for the United States market until mid-2027. The model will complement existing EV lines such as bZ, bZ Woodland, and CH-R 2026. But Toyota doesn't just bet on pure electric vehicles; they still present a selection of lightweight hybrid, plug-in hybrid (PHEV), to full EV versions to meet the diverse market tastes.