Toyota's EV Push Targets Midsize SUV Buyers

Toyota surprised everyone this week by unveiling an all-electric version of its Highlander SUV. The 2027 model drops gas and hybrid options entirely, aiming straight at midsize SUV buyers who want to switch to EVs. With families in mind, this could shake up the market, but is Toyota's timing right?

The announcement came out of Toyota's North American team in early February 2026. They'll build the Highlander EV in Georgetown, Kentucky, starting production late this year for a 2027 rollout. It packs up to 338 horsepower and promises around 320 miles on a full charge, which sounds solid for road trips.

No word on pricing yet, but experts guess it'll start over $50,000. This move fits into Toyota's bigger EV expansion. By the end of 2026, they'll have four electric SUVs on sale. While some carmakers like GM are slowing down on EVs due to high costs and slower sales, Toyota's charging ahead.

They're banking on demand from everyday drivers who love the Highlander's reliability but want zero emissions. Toyota's North America group vice president, called it a tech leader for midsize SUVs. Still, charging stations aren't everywhere yet, and battery prices could scare off some folks.

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