Emma Johnson, Director of Brand and Customer Experience at Toyota (GB) PLC, discusses how the EV Rally Cymru will showcase the capabilities of Toyota’s electric vehicles in real-world conditions, challenge common EV misconceptions, and demonstrate the importance of a multi-pathway approach to decarbonising transport.
We are delighted that Toyota is joining the EV Rally Cymru this year. What motivated you to participate?
The EV Rally provides us with the opportunity to showcase our electric vehicles in real world conditions and help customers learn more about them. We competed in an EV Rally last month with the Toyota C-HR+ and we won an efficiency award, so we know participation provides real-world data that is valuable when considering ownership.
We also know that customers have lots of questions about purchasing an EV, so being on-hand to show details like the spacious interior and boot space, as well as demonstrate simple points like how to charge, makes explanation a lot simpler.
Please tell us about team Toyota - who will be driving and in what vehicles?
Team Toyota will consist of Richard Seymour and Rod Kirkpatrick who will be driving a Toyota C-HR+ Design grade. Richard used to work in our Toyota PR team and Rod is our photographer who will be taking pictures during the rally to support our social media channels.
Launched in January this year, the Toyota C-HR+ is a core model in our battery electric model range. Available with two battery power outputs, it is built to combine exhilarating driving with a spacious interior and range up to 376 miles*
As much of Wales is rural, are there any aspects of the EV rally that you expect to be challenging? If so, how are you planning to address them?
This is actually part of the appeal of the rally – being able to showcase the model in more rural areas can be very beneficial to customers in such locations and can open their eyes to electric vehicles. We know that this is a very efficient car from previous events and are therefore looking forward to driving around the beautiful Welsh scenery to demonstrate its ability.
The EV Rally is aiming to bust some EV myths and misinformation this year – is there a particular EV myth you would like to challenge on the rally?
Toyota is recognised as a global leader in hybrid technology and has sold more than 35 million hybrids worldwide since launching the Toyota Prius in Japan 1997. We are keen to widen awareness of our multipath approach to future powertrain technology – we believe that not one single powertrain represents a solution to every customer but hybrids, plug-in hybrids, EVs and hydrogen all can play their part in carbon reduction.
Today we have 10 electric vehicles in our current range, including commercial vehicles. We have launched four brand new EVs over the past year appealing to a wide range of users, from urban dwellers to adventurers. Participation enables us to increase awareness of our strategy and diverse range of vehicles available.
Some of the checkpoints will showcase innovation and clean energy - why is this important?
Clean energy is an important consideration for any customer reviewing vehicles available in the market and how and where the energy is sourced. To support such innovations, we are investing with key partners in areas such as renewable fuels and hydrogen. We believe that renewable fuels complement electrification in reducing emissions with the existing fuel infrastructure able to be used for distribution.
We also believe that hydrogen is a key contributor to carbon neutrality which is why we are using use our third-generation fuel cell technology to trial with different transport solutions across Europe.
These examples reinforce why we adopt a technology neutral multi-pathway approach to future powertrain technology, developing the right vehicle for the right customer in the right place.
The finish line of the rally will be hosted at your engine plant facility in North Wales - what can teams expect when they get there?
Our colleagues at Deeside are looking forward to providing a warm welcome to all the participants along with a very special guest.
Toyota Gazoo Racing World Rally Championship (WRC) winner Elfyn Evans will be greeting drivers at the end of the rally. Evans brings the WRC driver’s title back to the UK after a gap of 25 years, a fantastic achievement and victory for team along with the manufacturer title as well.
The Deeside team are also very proud of their achievement, that as from 1st October, they are the first Toyota carbon-neutral production facility outside Japan. This landmark for Toyota Europe was achieved through renewable energy sources and the elimination of waste and fossil fuels. An anaerobic digester recycles local waste, providing a biomethane gas supply and saving almost 3,000 tonnes of CO2 annually. It is a fitting venue and conclusion for the end of EV Rally Wales.
And finally, please tell us about Toyota’s future plans – any exciting launches on the horizon?
We have an exciting new product launching in 2027 – our new electric Lexus TZ, which is an all-new, all-electric three-row/six-seat SUV designed to support a wide variety of lifestyles.
We also bring mid-lifecycle upgrades in design, performance and equipment for Lexus NX, the brand’s best-selling mid-size SUV.
It is also worth highlighting some of the models we introduced this year, including the upgraded Toyota bZ4X and the launch of the new bZ4X Touring, available with AWD and appealing to outdoor adventurers.
The new RAV4 has recently gone on sale with the latest Plug-in hybrid technology and Yaris Cross hybrid has received a stylish upgrade. Our commercial vehicle range also saw the introduction of an electric Hilux pick-up, now providing a choice of powertrains for business users. More information on any of these models can be found at your local Toyota or Lexus retailer.
*(Design grade with 18” wheels).