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Tesla CEO Elon Musk has torched the brand reputation of the world’s most popular electric car, but that doesn’t mean nobody wants to buy EVs any more. Quite the opposite. EV sales keep surging upwards, and Toyota is among the automakers stepping in to snap up niche markets neglected by Tesla, including teenagers. Yes, teenagers.
Plenty Of Room For Non-Tesla EVs In Europe
Even before Musk let his Nazi-adjacent, megalomaniac flag fly over the White House, some auto industry observers were already taking note of Tesla’s brand vulnerability. When other automakers began launching their own EVs, the wow factor of a new Tesla began to fade. Today the Tesla brand looks bland, boring, and out of touch, though the company did finally break stride in December of 2023 when it launched a so-called “truck,” which sold well despite (or because of) its close resemblance to a rolling trash bin.
With the notable exception of BYD, other global automakers have a very long row to hoe before they catch up to Tesla’s EV sales record, but Musk gave them all a big hand up when he bought himself a seat in the Oval Office and took charge of dismantling the US government.
Toyota is among those smelling blood in the water, particularly in the European market where the Tesla brand has become politically toxic. Earlier this week the company launched three new EVs into the European market, including the C-HR+, the electrified version of its popular C-HR compact crossover SUV.
EVs In Europe: Accessibility For All
Toyota followed up yesterday by teasing the FT-Me mini-car concept, styled not after a trash bin.
“The vehicle’s styling, inspired by a jet helmet, combines contrasting black and white bi-tone to convey a sense of safety, robustness, and a lightweight, go-anywhere attitude,” Toyota explains.
The FT-Me also addresses functionality, something not particularly top of mind when one buys a Tesla Cybertruck. “Inspired by the success of Toyota’s mobility solutions developed for the Tokyo 2021 and Paris 2024 Olympic and Paralympic Games, the FT-Me aims to address the evolving needs of city dwellers and the challenges of modern urban environments,” Toyota enthused.
Reflecting Toyota’s experiences in the Paralympic Games, the FT-Me is wheelchair accessible without any aftermarket tweaks. It can be driven by hand commands on the steering wheel.
As for urban mobility, one key point is parking. At about 8 feet long, the FT-Me can slide into half a standard parallel parking spot. It takes up even less space in a perpendicular spot.
EVs to Capture First Time Buyers
Toyota decided to introduce the electric C-HR+ in Europe based partly on the strong sales record of an ICE version of the same car. Launched in 2016, the Toyota C-HR hit the 1 million sales mark last year, and it has been particularly adept at capturing the all-important first time buyer.
With the Toyota FT-Me, Toyota is also taking aim at first-time buyers, or more specifically, the safety-focused parents of drivers as young as 14 in some markets.
“Its enhanced versatility is designed to cater to diverse user needs, offering customisable options for both teenagers and professionals and an innovative 360-degree visibility concept ensures maximum eye-contact with other road users, enhancing safety and manoeuvrability,” Toyota emphasizes.
“The FT-Me concept embraces Toyota’s ‘Mobility for All’ philosophy, embracing both younger drivers as well as those wanting to downsize in the changing urban landscape,” the company adds for good measure.
Sustainable EVs Are Coming For Your Fossil Fuels
Aside from accessibility and safety, car buyers also value sustainability, following broader consumer trends.
In contrast to Tesla, which has been coasting down the sustainability river on the zero-emission barge, Toyota and other automakers have emphasizing supply chain cleanup.
For the FT-Me, Toyota is aiming to reduce its carbon footprint 90% compared to other city cars, partly by relying on recycled and recyclable materials, and partly by deploying a high efficiency propulsion system.
“The FT-Me’s efficient propulsion system consumes three times less energy per kilometre than a high-capacity battery electric car,” the company states.
The efficiency angle is an important consideration for EV drivers who recharge from a grid that still has a heavy mix of fossil-sourced electricity, and Toyota gilds the green lily with solar energy. Toyota asserts that the FT-Me’s embedded solar panels can add 20 to 30 kilometers (up to 18.6 miles) of range to the battery under city driving conditions, weather permitting.
Ummm … What About That “Other” Toyota EV?
Of course, where Toyota is concerned, the 800-pound gorilla in the room is the Mirai, the company’s all but comatose offering in the hydrogen fuel cell electric passenger car market.
Toyota appears willing to let the Mirai fade gently into the sunset. However, the company still has big plans for deploying fuel cells in buses and other commercial-scale passenger EVs, consistent with its focus on urban mobility as well as inter-urban travel.
Last month, Toyota unveiled its third-generation fuel cell system engineered particularly for commercial use, including a forthcoming expansion into the heavy-duty commercial market. The company also outlined its integrated fuel cell electric truck plans in a seminar yesterday, as illustrated by its Tri-Gen project at the Port of Los Angeles, where a fleet of 30 fuel cell trucks has replaced diesel vehicles.
Circling back around to Tesla, the much-delayed Tesla Semi heavy-duty electric truck is currently in its fifth year of pilot-scale production at a factory in Nevada, with plans for a 2026 production-scale launch reportedly in the works.
It’ll have to scramble to keep up with other truck makers. That includes Toyota, which launched its new battery-electric Tern heavy-duty truck in North America last year.
Image (screenshot): While Tesla CEO Elon Musk digs his EVs deeper into a hole, Toyota seizes new opportunities in the urban electric micro-car market (courtesy of Toyota).
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