Toyota’s Evolving Approach to Saving Water

For Mark Yamauchi, Toyota’s efforts to save water over the years adds up to a lot more than the numbers of gallons saved—instead, it represents an understanding of the critical role water plays in our society and Toyota’s work to support the future of water conservation.

When Yamauchi took over managing the water program in 2015, the prevailing attitude was that water was cheap and relatively plentiful, and Toyota needed a lot of it. Cutting down on water usage didn’t seem as urgent as some other sustainability goals.

There has been a growing awareness of water issues, both within Toyota and in the wider world. At Toyota, Yamauchi has worked tirelessly to build awareness that every gallon of water purchased adds costs other than the water itself. For water to be used in manufacturing, it needs to be treated, processed, pumped, moved, and filtered. Each step adds costs in equipment, space, and even time.

Outside the boundaries of Toyota’s properties, water scarcity and quality are becoming more prominent sustainability topics as populations grow and climate change affects weather patterns. While there might be areas in North America that have plenty of water, including some areas where Toyota has operations, some Toyota factories operate in communities that are challenged by water shortages or water quality concerns.

“This is an investment for risk mitigation, because all these things are coming,” Yamauchi said. “There will be additional stress on infrastructure and supply and treatment of water. So, let’s get ahead of that.”

A Growing Urgency for Water Stewardship
To illustrate the problem, globally, 2.3 billion people live in areas where water is under stress1. Of the world’s 37 largest groundwater reservoirs, 21 are being depleted faster than they can be replenished2. Two of the largest reservoirs in the U.S. – Lake Mead and Lake Powell – are at their lowest levels ever3. Toyota has closely followed this critical issue over the years. As water scarcity has become increasingly top of mind for many, Toyota shifted from a mindset of conservation to a more proactive approach – stewardship.

With conservation, Toyota has focused on reducing the number of gallons of water used in its own operations. Now, moving toward a more involved level of stewardship, Toyota is thinking about the communities and regions in which it operates, recognizing the need to partner with other stakeholders – like governments, non-profits, and community leaders – to make a long-term, positive impact. Toyota recognizes that its resources and influence can be used as a catalyst to enact changes that go far beyond its property boundaries.

Along these lines, Toyota began rethinking water when it was designing its North American headquarters in Plano, Texas, which the company officially opened in July 2017. A 400,000-gallon rainwater harvesting system supplies the campus’ landscape irrigation system. At the time, it was the largest installed system in North America.  The Plano headquarters also recycles sink wastewater for toilet flushing in two buildings. Native landscaping was installed, which requires little irrigation, which contributed to the campus receiving LEED certification.

Partnering in Baja California – A Model of a More Sustainable Water Supply

Water stewardship remains important to Toyota with continually improving operations throughout North America. One such example: Toyota Motor Manufacturing Baja California (TMMBC) in Tecate, Mexico has returned more water than used – a critical need for a location that sits in one of the most water-challenged areas of the continent, near the bottom of the Colorado River basin.

After rethinking its manufacturing and painting processes, both of which are particularly water-intensive, Toyota Baja California (TMMBC) is now reusing 600 cubic meters of water a day in industrial operations and saving 23 million gallons a year, enough to support 500 residents in Tecate.

TMMBC assembles more than 150,000 Tacoma pickups each year and draws on municipal water supplied by a local reservoir which is fed from 80 miles away in Mexicali. This water comes from a diversion dam on the Colorado River – a major western river that supplies water to seven U.S. states as well as two states in northern Mexico. Decades of drought have caused a loss of about 10 trillion gallons across the basin – or a reservoir the size of Lake Mead.

The process to reuse the water at TMMBC involves taking wastewater from the paint shop and treating it to remove phosphates, minerals like zinc and nickel. After that, a membrane bioreactor can remove any suspended solids. The reactor brings the level of solids close to zero, which is necessary to be able to use the reverse osmosis system, which then removes any remaining suspended solids.

“Before it installed its bioreactor, TMMBC was using reverse osmosis to treat the industrial wastewater, but the solids would clog the system’s filter so much that operations would have to be shut down after three hours,” said Jesus Ernesto Rodriguez, an engineer at TMMBC. It would take a full day to clean the reverse osmosis system before it could be used again. With the bioreactor, the reverse osmosis system only needs to be cleaned during routine maintenance.

“Baja California is a high-risk area for water,” Rodriguez said. “Some seasons, the community just doesn’t have enough water. With the amount of recycling we’re doing, it’s making a big contribution to our neighbors.”

Outside the plant, Toyota has teamed up with The Nature Conservancy (TNC) to help address water issues along the Colorado River, especially in Baja California. The conservation group works with local partners, cities and farms to help make the water supply more sustainable. More than 500 local farmers attended optimization training workshops to promote water efficiency. Toyota Baja provided $363,000 over three years to acquire, secure, and monitor water volumes in the Colorado River Delta.

Together, Toyota and TNC are protecting more than 16,100 acres of wetlands along the Hardy River and in the Santa Clara Marsh, the lower Colorado River, and in the upper Colorado River Estuary – where the underground aquifer gets replenished. Overall, this partnership alone has released 264 million gallons of water into the Hardy River, restoring continuous water flow to nine miles of the river.

Rivers and Lakes We’re Used To
The work at TMMBC and the Colorado River Basin are just two examples of Toyota’s efforts in water stewardship. Projects in other parts of the continent are tailor-made for the local circumstances and landscape. Along the Wabash River in Indiana, Toyota is working with TNC to restore oxbow lakes (horseshoe-shaped bodies of water located where the river bends) that provide important habitats for fish and wildlife. Toyota and TNC are also looking at ways to reduce nitrogen, phosphorus, and sediment that fill the river from nearby agriculture.

In addition, Toyota is working with its network of 1,900 dealers across North America to reduce water use in showrooms and vehicle lots. One program that the company is offering includes The Dealership Environmental Excellence Program (D.E.E.P.), which has been recognized by the U.S. Department of Energy.

D.E.E.P. is a voluntary, easy-to-implement program designed to help dealers reduce energy, water, waste, and carbon emissions.

Toyota provides technical assistance to dealerships to help measurably improve environmental performance and recognizes dealers that demonstrate significant reductions in energy and water use while engaging their local communities. There are 116 Toyota and Lexus dealerships across 33 states participating in this program, and Toyota aims to get that number up to 630 by 2030.

“Through all these and other efforts, what’s stood out is how different parts of the company are inspired and eager to help support this important water change,” said Yamauchi. “Once Toyota team members get on board with a goal, they come up with creative solutions that are good for the environment and good for the business.”

“When Toyota does something, people really stand up and take notice,” Yamauchi said. “We have such a great company. When we leverage that brand value, it can lead to big changes.”

1 SOURCE: Drought in Numbers 2022, United Nations Convention to Combat Desertification, page 4 (https://www.unccd.int/sites/default/files/2022-06/Drought%20in%20Numbers%20%28English%29.pdf)

2 SOURCE: Water Resources Research: Volume 51, Issue 7, July 2015, Quantifying renewable groundwater stress with GRACE (https://agupubs.onlinelibrary.wiley.com/doi/full/10.1002/2015WR017349)

3 SOURCE: Latest projections from the Bureau of Reclamation https://www.newsweek.com/lake-mead-lake-powell-water-levels-colorado-river-shortage-1940243

Toyota Unveils Throwback 4Runner TRD Surf Concept at the 2024 SEMA Show

Embracing 4Runner’s Go-Anywhere Spirit, TRD Surf Revives Removable Roof Nostalgia as a Tribute to So-Cal’s Surfing Legacy 

Toyota proudly introduced the 4Runner TRD Surf Concept, a striking concept vehicle inspired by Southern California’s vibrant surf culture, at the 2024 SEMA Show. Built at the Toyota Motorsports Garage, the 4Runner TRD Surf Concept combines the rugged, open-air spirit of the first-generation 4Runner with the cutting-edge technology and design of the all-new 2025 4Runner, creating a unique tribute to the adventurous lifestyle that shaped a generation.

The 4Runner TRD Surf Concept draws inspiration from an iconic time in history when the Toyota 4Runner became a staple at 80s So-Cal beaches, as surfers sought the perfect wave. Marty Schwerter, lead builder and Director of Operations at Toyota’s Motorsports Technical Center, said his vision was shaped by his own experiences cruising the Pacific Coast Highway in a Toyota mini pickup. He saw the spirit of the first generation in the 2025 4Runner and envisioned a concept that captures the essence of those sun-soaked days.

“The 2025 4Runner reminded me of the original, with its rugged look and powerhouse 4cyl engine. I knew it had the potential to be the ultimate beach cruiser,” said Schwerter. “We wanted to create something that would resonate today while paying homage to the past. The removable top was a must, just like the original, and we made sure it’s as functional as it is stylish.”

4Runner TRD Surf Concept began life as an all-new 2025 4Runner TRD Limited. The iForce 2.4L turbocharged engine delivers 278 horsepower and 317 pound-feet of torque through an eight-speed automatic transmission. Power is distributed by way of a full-time four-wheel drive system, with an electronically controlled dual-range transfer case. A custom exhaust gives the factory powertrain a satisfying exhaust note.

Schwerter’s team immediately started focusing on transforming the most capable 4Runner into the perfect beach boss. However, creating a “factory” 4Runner that looks and performs equally well with the top off as it does with the top on, posed a number of challenges.

“Engineering a legitimate, removable top; going from a 4-door to a 2-door while maintaining functional windows; flipping the front passenger seat for improved rear seat access; and adding 2-inches of width to both sides were all just tip of the iceberg issues,” Schwerter said. “What makes this build so stellar has less to do with the changes themselves and more to do with the amazing way that they all work together—the result is truly greater than the sum of the parts.”

Every detail of the 4Runner TRD Surf Concept has been meticulously planned and crafted to celebrate its coastal roots. When focus shifted to the removable top transformation, nothing was left to chance. To gain real-world insight, a practice run was done on a GEN5 4Runner. Once work began in earnest, the team spent several days lining everything up. The removable top was built in-house, blending traditional fabrication with CAD and modern 3D printing technology to shape cutlines that perfectly mirrored both sides of the body, creating a perfect fit. Designed to be easily removed by a single person, this feature provides the open-air freedom synonymous with the 4Runner legacy.

As rugged as it is stylish, the 4Runner TRD Surf Concept’s long-travel suspension system features billet aluminum front upper and lower A-arms, designed to handle the toughest terrain while providing a smooth ride. Steering upgrades, custom front axles, and Toyota Tundra rear-end housing complement the custom suspension. At each corner, 37-inch tires, mounted to 17x.8.5-inch custom wheels, complete the concept’s muscular appearance.

In preparation for any adventure the 4Runner TRD Surf Concept might encounter, the weatherproofed interior includes soft, waterproof flooring and a front passenger seat that flips forward to allow easy access to the rear seating area. Accessories include a custom surfboard “Travel Quiver” made specifically for this concept, which pairs perfectly with the roof rack.

The 4Runner TRD Surf Concept also highlights the collaborative spirit within Toyota, bringing together various departments such as TRD North Carolina, TMNA Production Engineering, Service Parts and Accessory Development (SPAD), AAP, and Motorsports and Engagement Marketing to bring this concept to life.

“This vehicle not only showcases Toyota’s engineering prowess; it also reflects the passion and creativity of our team members who are dedicated to pushing the boundaries.  And besides, who doesn’t love a concept dedicated to surfing!?” said Mike Tripp, group vice president, Toyota Marketing.

The 4Runner TRD Surf Concept will be on display at the 2024 SEMA Show from November 5-8 at the Las Vegas Convention Center in the Toyota booth (Central Hall, Booth 22200). Attendees are invited to visit Toyota’s booth to experience this innovative concept up close and discover how Toyota continues to honor its heritage while embracing the future of automotive adventure.

Toyota, Revel Offer Complimentary DC Fast Charging for Toyota and Lexus Battery EV Customers in NYC

• Revel operates largest network of public fast charging stations in New York City
• Agreement provides Toyota and Lexus customers access to complimentary charging at Revel charging stations
• Toyota Ventures investment into Revel supports adoption of electrified mobility solutions

Toyota Motor North America (Toyota) and Revel announced today an agreement to provide Toyota and Lexus battery electric vehicle (BEV) customers with complimentary access to Revel’s DC fast charging network in New York City for approximately three years through October 14, 2027. Revel currently operates the largest network of public fast charging stations in New York City, with four high-volume stations open 24/7 offering both NACS and CCS plug types.

“Charging should be a seamless experience and is crucial for customer satisfaction,” said Christopher Yang, group vice president, Toyota EV Charging Solutions. “Working with Revel will help elevate the charging experience for our customers in the New York City area while underscoring Toyota’s commitment to supporting sustainable mobility solutions and enhancing the ownership experience.”

Toyota Ventures, Toyota’s early-stage venture capital firm, first invested in Revel in 2019 and has supported Revel’s efforts to expand its DC fast charging network in New York City and other markets by providing Toyota the ability to further research and evaluate charging program opportunities. Supplying Toyota bZ4X and Lexus RZ battery EV (BEV) customers with complimentary access to Revel’s charging network supports Toyota’s goals to increase widespread adoption of electric vehicles through customer convenience.

“Revel is proud to build on our strategic collaboration with Toyota to accelerate urban EV adoption. As we expand our charging network in New York and California, we are excited to create more opportunities for Toyota and Lexus drivers to charge fast and, starting now, charge free,” said Frank Reig, Revel’s co-founder & CEO.

Revel currently operates 64 fast charging stalls in New York City across four stations in Manhattan, Brooklyn and Queens. That includes the recently opened Pier 36 Charging Station, Revel’s first site in downtown Manhattan featuring ten 320 kW chargers. In the next year, Revel is planning to grow its NYC network to 300 fast charging stalls, with new locations such as a mega 60-stall station in Maspeth, Queens and a 48-stall station outside LaGuardia Airport. The company also has seven sites in development across the Bay Area and recently announced its first lease signed in downtown Los Angeles.

For more information on the program, please visit Revel’s page for Toyota or Lexus.

Toyota’s New Risk-ATTEND Program Is On the Fast Track To Help Keep Teen Drivers Safe

Getting a driver’s license can be a major milestone for anyone. For teenagers, it’s even more significant, as it symbolizes another step toward independence.

In fact, young drivers (ages 15-20) accounted for 11.7 million (5%) of all licensed drivers in 2021, according to the U.S. Department of Transportation. With that many novice drivers on the road, it’s important to help keep them as safe and well-informed.

That’s why Toyota’s Collaborative Safety Research Center (CSRC) team is doing its part to help educate teen drivers. In partnership with Discovery Education and the University of Massachusetts Amherst (UMass-Amherst), CSRC developed Risk-Anticipation Training To Enhance Novice Driving (Risk-ATTEND). The web-browser-based training program was developed to find ways to accelerate a novice driver’s skill of detecting and anticipating latent hazards.

“What we are trying to study in this project is the ability to anticipate risk,” says Zhaonan Sun, a principal scientist with CSRC. “Most teen driver crashes are due to three critical errors: lack of scanning, speeding and distraction. We’re trying to deal with lack of scanning or lack of meaningful scanning. Even if you see something, if you don’t know what it means or what to anticipate, it’s meaningless scanning.”

So far, statistical analyses have shown a significant improvement in hazard anticipation accuracy post training as measured by eye glances. In addition, 84% of the 53 participants increased the number of full stops at stop signs after training, compared to stop sign adherence before the training.

“Given our history in developing training programs for teens, we expected to see improvement in teen driving skills, but our expectations were exceeded when we saw the actual results,” says Shannon Roberts, an associate professor at UMass-Amherst. “The next step underway is to confirm that the improvement in teen driving skills seen in the simulator translates to improved driving behavior on the road.”

A Fresh Perspective
For Sun, working on Risk-ATTEND was exciting and rewarding.

“My previous experience involved what happens when the crash has already happened, but I think it’s very important to help prevent that crash from happening both from the system level and from a driver perspective,” he says. “I think it’s very exciting if we work from the source to educate teens through the internet to enhance their skills and help decrease their risk of a crash— that would be beneficial for society, for the teens and for the families.”

Broadening Accessibility 

For Risk-ATTEND, the goal is to make the program accessible to the public and make it easier and more convenient for teen drivers.

“So, basically people need to set up a semi-professional environment with the steering wheel and everything else to make driver education happen, which is good,” Sun says of previous driver education programs. “We know it’s effective, but it’s not super accessible to the general public.”

He adds, “With the age of personal computers, cell phones, tablets, we want to do something that can be accessed on any personal devices through the internet, and teens from anywhere can access it at any time.”

Jason Hallman, the senior research manager for CSRC who’s been with Toyota for over 12 years, said working with the community is important.

“CSRC is uniquely an open and external entity within Toyota’s North American R&D Center where we’re finding new ways to enhance safe mobility with university collaborators and sharing what we learn openly for the entire safety community to benefit from it as an industry,” he says.

Community Support Is Essential
Working with education partners like UMass-Amherst was essential to bringing Risk-ATTEND to fruition. The institution was responsible for recruiting 53 participants between the ages of 16 and 18 with less than or equal to six months of licensure in the state of Massachusetts. Participants were exposed to a pretraining and a post-training drive of 10-15 minutes each in the simulator.

“UMass has a rich history of conducting impactful research on teen driver safety,” says Anuj K. Pradhan, an assistant professor at UMass-Amherst. “Toyota has been an amazing partner on this study. The company’s vision and resources allowed for creativity and rigor in the research, and because both teams spoke a common language of safety, the collaboration was a seamless and ideal one.”

Roberts agrees that it was a harmonious partnership. “Working with Toyota on this process was a pleasure,” she says. “In the beginning, we developed a straightforward plan to achieve our goals, and we were successful. Throughout the process, Toyota was consistent, supportive, and overall, a great partner.”

Additionally, Toyota worked with Discovery Education, a company that provides digital learning resources for schools, to develop a public-facing version of Risk-ATTEND on TeenDrive365 — a comprehensive program designed to promote safe driving habits and help put an end to distracted driving for teens.

“They’ve got deep expertise in how to reach the teen audience, and they were very instrumental in this,” Hallman says of Discovery Education’s expertise. “They are also helping to amplify this training into school systems.”

Discovery Education has worked with Toyota since the launch of TeenDrive365 in 2016.

“At Discovery Education, we nurture student curiosity by connecting the real world to the classroom,” says Amy Nakamoto, executive vice president of Corporate Partnerships at Discovery Education. “Engaging digital tools like the Toyota RISK-Attend self-paced module help students build critical skills and better prepare themselves for a future of possibilities.”

Together, all three entities created a training program that they hope will help make teens better drivers and decrease the number of car crashes within this demographic.

“Toyota provided the research-informed prototype developed by Toyota CRSC and the University of Massachusetts at Amherst, and we leveraged our expertise to design and build an engaging module for students,” says Nakamoto.

Evaluating the Data 
Based on the initial findings, which show a vast improvement in hazard anticipation, Toyota believes the training program can help educate new young drivers.

“We proved it in the driving simulator by looking at the hazard anticipation forecast skills, which is calculated by various factors,” says Hallman. “For example, the gaze where their eyes are looking. We also know that the number of full stops at stop signs increased after training.”

During this evaluation process, participants wore eye-tracking glasses to track where the participant is looking and whether they’re looking at the scenarios or not.

“From there we can calculate and understand whether they’re actually anticipating the risk,” Hallman adds. “This is very different from the open platform we’re launching, because there we cannot track people’s gazes or where they are looking if they’re on their personal device. So, we just ask them to use the mouse to click where the risk is. But we know this is an effective method. We have proved it through statistical analysis using eyesight and other proctors.”

Setting Up the Scenarios

The team used data to determine what 13 driving scenarios would be the most beneficial for teens.

“Teens are more likely to be involved in certain types of crashes, such as failure to yield and run-off-road,” says Hallman. “So, the scenarios that were picked emphasize those types of potential crash scenarios, like how another vehicle exiting a hidden driveway might cause an inattentive driver to veer suddenly off the road to avoid a collision.”

At the start of each scenario, participants are given an overview of what they’re going to navigate through. For example, if there is a bus at the stop light on the left, but it’s blocking the driver’s view, they may not see any vehicles on the adjacent lane of the bus.

“So basically, if we turn left and we don’t anticipate that an oncoming vehicle may be obscured behind a larger oncoming vehicles, we may face a sudden brake situation if we’re very attentive or a potential collision if we’re not being super attentive,” says Sun of his favorite scenario in the program. “This is something hard to learn in the real world.”

The training uses scenarios that are common but are typically hard to anticipate. It gives them the advantage of playing out potential risks in advance.

“To learn that from a natural perspective may take months and it could be after licensure for one year,” says Sun. “If you’re driving in a suburban or rural environment, you probably have never seen that. So that’s very meaningful to anticipate where the risk would be and what could be blocking your sight and what could be in your blind spot.”

Each of the scenarios is at an intersection or going around a curve. When the training starts, participants are presented with five images that go by quickly, and users must click where they should be looking. Participants’ outcomes are explained at the end of each scenario.

Steering Teen Drivers in the Right Direction
Risk-ATTEND is also a program that could help parents and educators come together and teach the rules of the road to teens in an engaging way that’s stimulating and straightforward.

“Interactives and self-paced modules meet today’s students where they are, increase engagement and help with retention of critical information,” Nakamoto says of the program. “It is my hope that every novice teen driver takes the module and increases their ability to spot and avoid hazards.”

Roberts shares that sentiment. “Through the partnership with Toyota, thousands of teens will be exposed to Risk-ATTEND and will improve their driving behavior. My biggest hope for the Risk-ATTEND program is that it will continue to be effective in improving teen driving skills.”

Celebrating Manufacturing Day: 10 Interesting Facts About Toyota’s U.S. Plants

 

October is Manufacturing Month, and the first Friday is Manufacturing Day, a time to recognize and celebrate the work invested in the expansion and advancements of the U.S. manufacturing industry.

Toyota is proud of the achievements of its manufacturing plants and the employees who make them possible. Below are some interesting facts about the company’s 10 manufacturing plants across the United States.

1. TABC, Inc. (California): Toyota’s longest-running North American plant

Toyota’s manufacturing story in the United States starts in Long Beach, California. TABC is the company’s longest-running plant in North America and has played an essential role in assembling products since 1972.

2. Toyota Battery Manufacturing North Carolina: Up and running in 2025

Toyota North Carolina is the company’s newest U.S. manufacturing plant and is expected to be up and running in 2025. It’s Toyota’s tenth plant in the U.S. and is the first to focus on the assembly of lithium-ion batteries.

3. Toyota Motor Manufacturing Alabama: A $49 million solar array, in collaboration with Huntsville Utilities and Toyota Tsusho, supplies more than 70 percent of the plant’s energy needs

Toyota is committed to renewable energy and sustainable practices. In fact, Toyota Alabama collaborated with Huntsville Utilities and Toyota Tsusho on a $49 million solar array project, completed in summer 2024. The array provides 70 percent of the plant’s energy needs.

4. Toyota Motor Manufacturing Indiana: Plant infrastructure to assemble an all-new, three row battery electric SUV

Toyota will prepare for assembly of an all-new, three row battery electric SUV with an investment at the Princeton facility that will provide plant infrastructure.

5. Toyota Motor Manufacturing Kentucky: Company’s Largest Plant in the World to Welcome BEV

Toyota Kentucky is Toyota’s largest plant globally, employing nearly 10,000 Kentuckians in high-quality, stable advanced manufacturing careers. The plant, which started assembly in 1988, will be the first Toyota plant in North America to assemble a battery electric vehicle for the North American market.

6. Toyota Motor Manufacturing Missouri: By the end of 2023, Toyota Missouri replaced every manufacturing line with the Toyota New Global Architecture (TNGA)

Toyota is committed to bringing innovation to every product it makes. At the end of last year, Toyota Missouri replaced every manufacturing line with the Toyota New Global Architecture (TNGA), a new automobile platform that adjusts to vehicle size and configuration so that one platform can assemble multiple types of vehicles.

7. Toyota Motor Manufacturing Mississippi: Home of a global bestseller

The Blue Springs plant is the only U.S. facility to assemble the world’s best-selling vehicle, the Toyota Corolla and just celebrated its 2 millionth vehicle assembled since its inception in 2007.

8. Toyota Motor Manufacturing Tennessee: Collaborating with West Tennessee school to help improve career readiness in STEM

Education is a top priority at Toyota and for the communities in which it operates. In January 2024, Toyota Tennessee kicked off a major collaborative effort with the Jackson-Madison County School System to offer middle school students a high-tech STEM curriculum.

9. Toyota Motor Manufacturing Texas: Helping close transportation gaps on the south side of San Antonio

Toyota aims to connect with the communities around its plants and provide opportunities through grants, internship programs, collaborations and other pathways. For example, Toyota Texas partnered with VIA Metropolitan Transit to provide on-demand transit services for residents on the south side of San Antonio.

10. Toyota Motor Manufacturing West Virginia: Started an agrivoltaics program to help drive sustainability forward

Sustainability is always a priority at Toyota. In fact, the West Virginia plant started an agrivoltaics program in 2023 that combines agriculture and solar power generation. To maintain the area around the plant’s 5-acre solar array, a herd of sheep is brought in to feed on grass and weeds. The 2.6 megawatt system generates enough electricity to power 420 homes.

Toyota ‘Stands Out in Every Sense’ in New Crown Family Campaign

Unleashing Power and Precision: Where Bold Sophistication Meets Thrilling Efficiency

Launching today, Toyota’s new marketing campaign, “Stand Out in Every Sense,” highlights the 2025 Toyota Crown Family in all its glory. From innovative sophisticated design to modern technology and high-end performance – all harmonizing to create a driving experience that engages every sense and elevates the everyday.

The Toyota Crown Family’s bold styling, premium comfort and elevated connected technology and features are showcased throughout the campaign, evoking that feeling when you are so captivated by something the world seems to melt away. The all-hybrid Toyota Crown Family offers a combination of power, fuel efficiency, intuitive interior design, and sleek exterior styling, ready to seize the moment.

“This campaign seamlessly captures the elevated experience that our customers can expect from the Toyota Crown Family, including the first-ever Toyota Crown Signia,” said Mike Tripp, group vice president of Toyota Marketing. “The 2025 Toyota Crowns’ groundbreaking design pushes the boundaries of convention, bringing a bold new aesthetic to our sedan and SUV lineup.”

Saatchi & Saatchi created a variety of 6-second and 15-second NLV spots including “Power Play,” “Room to Be Alone,” and “With a View,” as well as a 30-second and 15-second CTV spot “Tango” directed by SMUGGLER’s Jaron Albertin. In each spot, the Toyota Crown creates a moment in time outside of how we normally experience life. It’s as if nothing else matters.

A brief synopsis of each spot is listed below:

In “Tango,” a Toyota Crown and Toyota Crown Signia wait at a city intersection as the drivers take note of each other and their Toyota Crowns, sharing a look of recognition and mutual admiration as their eyes lock. The city soon fades away, leaving the Toyota Crowns alone in a dramatic desert landscape as they circle each other in a bold, synchronized dance, showcasing their design and power. The scene ends where it began, at the intersection, with the drivers sharing a final glance before parting ways.

“Power Play” features the Toyota Crown and Toyota Crown Signia stopping at a busy downtown intersection. The drivers exchange glances, then explore the city as the world melts away. With no one around, they drive through the streets in style, flaunting the Toyota Crowns’ performance.

“Room to Be Alone” begins in a busy city park where a couple enjoys a picnic behind their Toyota Crown Signia. As they relax in the spacious cargo area, the park empties, leaving them alone in a serene meadow, savoring the moment as the world fades away.

“With a View” starts with a Toyota Crown cruising down a busy city street as morning sunlight glints off its sleek exterior. Inside, a stylish couple shares a knowing glance. The cityscape fades, replaced by peaceful rolling hills. The camera pulls back outside, revealing the city once more, suggesting the hills represent the comfortable feeling of driving the Toyota Crown.

Media Placements
The all-new Toyota Crown Family campaign is a fully integrated campaign extending across CTV, digital content, digital video, paid social, programmatic, streaming audio, and experiential. Digital content/video includes partners such as Dotdash meredith, INSIDER, mindbodygreen, the Skimm, MAX, Peacock, and Yahoo, among others. Audio includes iHeartMedia, VOXMedia, TED, and more. Partnerships/programming highlights include OpenTable, TED Games, and TIME100 Next, among others. Paid Social runs across LinkedIn, Meta, Pinterest, Reddit, Snapchat, and TikTok.

The campaign spots are available for viewing here. For images and credits, please click here.

About the 2025 Toyota Crown Family
The 2025 Toyota Crown family is available in two striking models, the daringly innovative Crown sedan and the effortlessly elegant Crown Signia crossover SUV.

The 2025 Toyota Crown sedan’s magnificent and innovative look breaks every convention in the book and adds bold style to the Toyota sedan lineup. With available 21-inch wheels and a sleek, aerodynamic shape, the Toyota Crown is a ride that immediately catches the eye.

Available in three grades: XLE, Limited and Platinum, Toyota Crown offers a choice of two different hybrid powertrains: Hybrid MAX or the conventional Toyota Hybrid Electric Vehicle (HEV) System. Hybrid MAX is Toyota’s performance hybrid that has 340 net combined horsepower and a net 400 lb-ft. of torque. Exclusive to the Platinum grade, it pairs front and rear electric motors with a 2.4-liter turbocharged engine and direct shift 6-speed automatic transmission. Hybrid MAX produces powerful torque at low RPM for sporty, exhilarating driving and has an EPA-estimated 30 MPG combined city/highway fuel economy rating. The HEV system also delivers ample power and efficiency to take drivers farther, with 236 hybrid system net combined horsepower and an EPA-estimated 41 combined MPG rating on the Toyota Crown XLE, Nightshade Edition and Limited grades.

The 2025 Crown’s all hybrid lineup has a starting MSRP of $41,440 for Crown XLE grade excluding Delivery Processing and Handling fee. All prices are subject to change.

The first-ever 2025 Toyota Crown Signia brings striking style and fashionable function to Toyota’s SUV lineup. With a flowing silhouette, spacious premium interior, and stylish color choices, the Crown Signia is an impeccable package that’s sure to turn heads. Available in a choice of XLE and Limited grades, it also brings capable, efficient performance with standard electronic on-demand All Wheel Drive and the Toyota HEV system. Earning an EPA-estimated combined 38 MPG rating and delivering 240 net system horsepower, the Crown Signia makes an all-new statement for the modern crossover.

The Toyota Crown Signia comes well-equipped at a Manufacturers Suggested Retail Price (MSRP) that starts at $43,590 for the XLE excluding Delivery Processing and Handling fee. All prices are subject to change.

New Name, Same Great Powertrain for the 2025 Toyota RAV4 Plug-in Hybrid

 

• RAV4 Prime Changes its Name to RAV4 Plug-in Hybrid for Model Year 2025 
• Plug-in and Go All Electric for a Manufacturer–Estimated 42 Miles of Range or Drive in Hybrid Mode for a Manufacturer-Estimated 38 Combined MPG 
• 302 Net System Horsepower Capable of Reaching 60 MPH in Just 5.5-Seconds  
• Available in a Choice of SE or XSE Grades with Electronic All Wheel Drive Standard 
• Toyota Audio Multimedia Standard with Available 10.5-inch Touchscreen and JBL Premium Audio 

Since 2019, the Toyota RAV4 Prime model has brought the flexibility of Plug-in Hybrid driving to customers. With 42 miles of battery powered all-electric range that can be recharged at home or a public charging station, and a manufacturer–estimated 38 MPG combined rating when in hybrid mode, it’s a RAV4 made to put the power of choice in drivers’ hands. For model year 2025, it continues with a winning blend of powerful electric and hybrid-electric driving and changes its name to RAV4 Plug-in Hybrid Electric Vehicle (PHEV), or simply RAV4 Plug-in Hybrid. The switch to the RAV4 Plug-in name is intended to help consumers more easily identify the powertrain choices among RAV4 models. In addition to the model naming change, the Toyota logo on the front and rear of the vehicle will no longer have a blue “halo” within.

The 2025 RAV4 Plug-in Hybrid will be available in a choice of SE or XSE grades. It has the practicality of 33.5 cubic feet of rear cargo volume, seating for five, and a ground clearance of 8-inches. It also comes with standard comfort and convenience features like heated front seats, Blind Spot Monitor, and Rear Cross Traffic Alert. For added comfort, it has available features like ventilated front seats, heated outboard rear seats, and a power tilt/slide moonroof.  

With 302 net system horsepower and the capability of reaching 60 mph in just 5.5-seconds, the RAV4 Plug-in Hybrid brings impressive performance, and it has the looks to match. It wears 19-inch alloy wheels with red-painted shock absorbers on the XSE model for an extra dash of style and comes with 18-inch five-spoke wheels on the SE. Add touches like a black diamond-patterned front grille, LED Daytime Running Lights (DRL), and a silver painted front lower spoiler and you have a package that brings style, performance, and efficiency. The RAV4 PHEV is available in six paint colors on the SE grade and five two-tone exterior colors on the XSE grade. 

The 2025 Toyota RAV4 PHEV is expected to arrive in limited quantities at Toyota dealerships starting in late 2024. The Manufacturer Suggested Retail Price (MSRP) of the 2025 RAV4 Plug-in Hybrid starts at $43,865 (SE grade), excluding Dealer Processing and Handling fee. 

Efficient and Powerful by Any Name
The first-ever RAV4 to feature the Plug-in Hybrid powertrain was revealed with the distinct Prime name in 2019. This Prime name, meaning “the best,” was first introduced with the second generation of the Prius Plug-in Hybrid in 2016. The name and accompanying badge designated the Plug-in Hybrid models’ superior combination of performance and efficiency, with each Plug-in Hybrid variant featuring a higher combined system output (HP) and Torque than their HEV siblings. 

Today, that superior performance remains and still provides that same exhilaration under the new Plug-in Hybrid moniker – wearing a PHEV badge on the rear to match. The 2025 RAV4 Plug-in Hybrid is one of the quickest models in the Toyota lineup with 302 net combined horsepower and a 0-60 time of just 5.5-seconds. With its Plug-in Hybrid powertrain and standard Electronic On-Demand AWD (AWD) it can be driven as an efficient hybrid on long drives and has a manufacturer-estimated range of 42 miles in its EV-only mode. 

Over the years, Toyota hybrids have demonstrated high performance with low fuel consumption for years, and the 2025 RAV4 Plug-in Hybrid keeps that reputation going strong. With an advanced gas/electric powertrain, RAV4 PHEV delivers the power drivers crave while still delivering a smooth, comfortable ride. Both the standard RAV4 Hybrid and the RAV4 Plug-in Hybrid are powered by Toyota’s Hybrid Synergy Drive powertrain, which seamlessly combines the output of the gasoline engine and electric motors. The biggest difference is the RAV4 Plug-in Hybrid’s enhanced EV-only mode, which powers the wheels with a combination of the traction battery and electric motors. The RAV4 Plug-in Hybrid uses the same 2.5-liter four-cylinder as the RAV4 Hybrid paired with two electric motors for a total system combined output of 302 horsepower. 

When the 18.5kWh lithium-ion battery pack runs low, the vehicle will automatically utilize the engine and regenerative braking while driving to recharge it, or it can be plugged in for a full recharge. There’s no special equipment needed for home charging; just plug the RAV4 PHEV into a standard household outlet using the supplied cable (Toyota recommends using a dedicated GFI 15A outlet). The onboard 6.6kW charger will recharge the battery in about twelve hours on a standard 120V home outlet and in about two and a half hours on a level II charger under ideal conditions. If you can’t plug it in, it’s okay; the RAV4 Plug-in Hybrid will continue to run like an efficient hybrid. 

Drive Mode Delight
The RAV4 Plug-in Hybrid has Electric Vehicle (EV), Hybrid Vehicle (HV)/Electric Vehicle (EV) Auto, Hybrid Vehicle, and Charge operation modes. When in EV Mode, RAV4 PHEV will drive like any Battery Electric Vehicle, relying solely on its onboard battery to power the vehicle. When in HV/EV Auto Mode, the vehicle optimizes the use of the two built-in powertrains. In this mode, it will automatically rely more on its electric-only capability for driving around town to conserve fuel and reduce emissions. When faced with more demanding needs such as climbing up steep hills or higher speeds, the extremely efficient gasoline engine will engage as needed and then seamlessly switch back to battery power only.  

In Hybrid Mode, the RAV4 PHEV automatically switches between the gasoline engine and the electric motor. It efficiently combines the engine drive force and the electric motors using power from the hybrid battery. When in Charge mode, the vehicle runs exclusively on the 2.5L engine and charges the battery while driving. The RAV4 PHEV also comes with three Drive modes that can be selected to suit the driving and usage conditions. With the twist of a dial, drivers can choose from Eco or Sport modes, and with the push of a button, they can activate Trail mode. 

Twisting the dial to left selects Eco mode, which supports improved fuel economy by smoothing torque generation in response to accelerator pedal operations when compared to Normal mode. Eco mode also restrains the heating and cooling system by controlling the fan speed to improve fuel efficiency. A twist to the right activates Sport mode, where the system optimizes steering feel and the hybrid system creates an acceleration response that is suitable for sporty driving, like when driving on a curvy mountain road.    

When rough roads are on the day’s agenda, RAV4 PHEV drivers will especially appreciate Trail mode, which manages traction with integrated control for the AWD, brake, and drive force control systems. Pushing the Trail mode button activates the system, which acts as a virtual limited slip differential and delivers power to specific wheels for extra traction when needed. 

Versatile & Street-Smart
The RAV4 Plug-in Hybrid employs the same version of Electronic On-Demand All-Wheel Drive (AWD) as the RAV4 Hybrid. In both models, a separate rear-mounted electric motor powers the rear wheels when needed. This functionality also includes proactively engaging on acceleration startup and in reduced-traction conditions. 

The AWD system also reduces understeer during cornering for enhanced steering stability. Off-pavement, AWD enhances hill-climbing performance. A driver-selectable Trail mode makes it possible to get unstuck by “braking” a spinning wheel and sending torque to the grounded wheel. With available paddle shifters, the driver can “downshift” to increase the regenerative braking in steps, which fosters greater control when driving in hilly areas, for example. 

The RAV4 PHEV’s innovative Predictive Efficient Drive feature acts like an invisible “hyper-miler” co-driver. Using the available navigation system, Predictive Efficient Drive essentially reads the road and learns driver patterns to optimize hybrid battery charging and discharging operations based on driving conditions. The system accumulates data as the vehicle is driven and “remembers” road features such as hills and stoplights and adjusts the hybrid powertrain operation to maximize efficiency. 

The RAV4 PHEV’s passenger space isn’t compromised by its Lithium-Ion battery, as it is mounted under the floor. The mounting position also gives the RAV4 Plug-in Hybrid a low center of gravity for stable vehicle handling. The RAV4 Plug-in Hybrid’s enhanced heat pump HVAC system, based on Prius Plug-in Hybrid’s system and tailored to fit the RAV4 PHEV, is designed to maximize EV range by reducing energy consumption for cabin temperature control. 

Choice of Two Sport Grades
Toyota engineered the 2025 RAV4 PHEV for the performance-oriented driver and is offering it in sporty SE and XSE grades. Black exterior accents, a black diamond-patterned grille, a silver-painted front lower spoiler, and dual chrome–tipped exhaust complete the premium look. 

The SE shows off its sporty side with 18-inch painted and machined alloy wheels. Its tech-packed cockpit comes with a 7-inch driver’s display with customizable settings that provide information like battery charge meter, fuel economy information, hybrid energy monitor, and more. The SE grade features fabric-trimmed seats with sporty red stitching and embossed seat inserts. The SE’s list of equipment is quite comprehensive, with standard: 

• Heated front seats
• 8-way power driver’s seat with lumbar adjustment
• 7-inch Multi-Information Display
• Blind Spot Monitor with Rear Cross-Traffic Alert
• 8-inch Toyota Audio Multimedia touchscreen
• Leather-trimmed steering wheel and shift knob with red stitching
• Height-adjustable power liftgate with jam protection
• 6.6 kW on-board charger

The available Weather & Moonroof Package is chock-full of upgrades like a heated steering wheel, heated rear outboard seats and rain-sensing windshield wipers with de-icer function for added convenience, and a power tilt/slide moonroof with one-touch open/close. 

Go Extra Sporty
The RAV4 PHEV XSE grade stands apart with an available two-tone exterior paint scheme pairing a black roof with select colors, including the striking Supersonic Red (extra-cost color). Other standard features include: 

• Exclusive 19-inch two-tone alloy wheels
• Vertical LED front accent lights
• 10.5-inch Toyota Audio Multimedia touchscreen display with JBL speakers including subwoofer and amplifier
• 12.3-inch digital gauge cluster with customizable settings
• Leather-trimmed steering with paddle shifters
• Available panoramic power tilt/slide moonroof with one-touch open/close
• SofTex®-trimmed seats with sporty red stitching and fabric inserts
• Qi-wireless phone charger
• Ambient interior lighting
• Auto-dimming rearview mirror with HomeLink® universal transceiver

Available options for the XSE grade include:

• Weather Package
  • Heated leather-trimmed steering wheel
  • Heated rear outboard seats
  • Rain-sensing wipers w/ wiper de-icer

• Weather and Premium Package

• • Includes weather package features plus:
    • Digital rearview mirror with HomeLink®
    • 120V/1500W AC power outlet in cargo area
    • Panoramic power tilt/slide moonroof with one-touch open/close
    • Foot-activated rear power liftgate
    • SofTex®-trimmed seats with sporty red accents and stitching
    • Panoramic View Monitor
    • 4-way power-adjustable front passenger seat with seatback pocket
    • Smart Key System on all doors
    • Perforated heated and ventilated front seats
    • Parking Assist with Automatic Braking
    • 10-inch color Head-Up Display

Toyota Audio Multimedia
For 2025, the RAV4 Plug-in Hybrid will feature the latest Toyota Audio Multimedia system designed and engineered by Toyota’s Texas-based Connected Technology team. RAV4 Plug-in Hybrid drivers can experience a wide range of enhanced connectivity and convenience features and interact with the system through intuitive touch and voice activation controls. With the available Drive Connect* Connected Service trial or subscription, 1-year trial on the XSE grade with capability on the SE grade, drivers and passengers have access to Intelligent Assistant, Cloud Navigation, and Destination Assist. With Intelligent Assistant, simple phrases like “Hey Toyota” awaken the system for voice-activated commands to search for directions, find Points of Interest (POI), adjust audio controls, change the cabin temperatures, and more. 

Cloud Navigation*, the available onboard navigation solution, utilizes the cloud to download the latest available map, traffic, and routing information. To ensure users have the most up-to-date search capabilities, POI search is provided by Google Points-of-Interest data. Destination Assist also gives access to 24/7 live agent assistance to locate the next destination. 

The Toyota Audio Multimedia system allows for dual Bluetooth® phone connectivity, with support for standard wireless Apple CarPlay® and Android Auto™ compatibility. With further connectivity, the RAV4 Plug-in Hybrid has a Wi-Fi Connect* trial subscription for 30-days or up-to-3GB of data use, whichever comes first. This feature offers 4G connectivity for up to five devices – turning the RAV4 Plug-in Hybrid into an AT&T Hotspot. 

Adding to the already robust offering of audio playback ability with HD Radio®, USB data and a SiriusXM® 3-month trial subscription, an active Wi-Fi Connect trial or subscription also enables the new Integrated Streaming feature, providing the ability to link separate Apple Music® and Amazon Music subscriptions to the vehicle for onboard control. 

Two different sound systems bring playlists to life across the RAV4 Plug-in Hybrid lineup. The XSE grade comes equipped with an 11-speaker JBL Premium Audio system, including a subwoofer and amplifier standard. The SE grade comes with a six-speaker system standard. Each RAV4 Plug-in Hybrid offers many additional Connected Services. Safety Connect includes an Emergency Assistance Button (SOS), 24/7 Enhanced Roadside Assistance, Automatic Collision Notification, and Stolen Vehicle Locator with up to a 10-year trial. Service Connect allows drivers to receive vehicle health reports, maintenance alerts, and reminders, and it also has up to a 10-year trial. 

*Subscription required after trial period. 4G network dependent.

Standard Safety
The 2025 RAV4 Plug-in Hybrid comes standard with Toyota Safety Sense 2.5+, Toyota’s suite of active safety systems. It includes Pre-Collision System with Pedestrian Detection that features enhancements over the previous generation, including the ability to detect an oncoming vehicle or a pedestrian at intersections when making a turn. The Pre-Collision System is designed to detect vehicles, pedestrians, and bicyclists and then provide audio/visual alerts and automatic braking in certain conditions. Emergency steering assist is an additional function designed to detect pedestrians and stabilize the driver’s emergency evasive steering maneuvers and help prevent lane departure. 

TSS 2.5+ on RAV4 PHEV also includes Full-Speed Range Dynamic Radar Cruise Control (DRCC). Lane Departure Alert with Steering Assist can notify the driver with a vibration in the steering wheel and provide steering support to keep the vehicle in its lane. When DRCC is set and engaged, Lane Tracing Assist is designed to assist the driver by providing a slight steering force to help center the vehicle in its lane using visible lane markers or a preceding vehicle. 

Automatic High Beams are designed to detect preceding or oncoming vehicles and automatically switch between high-beam and low-beam headlights. Road Sign Assist is designed to recognize certain road sign information using a forward-facing camera and display it on the multi-information display (MID). 

In addition to the TSS 2.5+ system, other standard features include Blind Spot Monitor, which is designed to help detect and warn you of vehicles approaching or positioned in the adjacent lanes. The standard Rear Cross–Traffic Alert can offer added peace of mind by helping to detect vehicles approaching from either side while backing out and alerting you with a visual and audible warning. Available Front and Rear Parking Assist with Automatic Braking is designed to provide warning and if needed, implement brake control when there’s a possibility of a collision with a stationary object or an approaching vehicle while parking. 

The 2025 RAV4 Plug-in Hybrid is equipped with Toyota’s Star Safety System, which includes Enhanced Vehicle Stability Control (VSC), Traction Control (TRAC), Electronic Brake-force Distribution (EBD), Brake Assist (BA), Anti-lock Braking System (ABS) and Smart Stop Technology (SST). Other available convenience technologies include Panoramic View Monitor and Front and Rear Parking Assist with Automatic Braking. 

Toyota’s Rear Seat Reminder also comes standard on RAV4 Plug-in Hybrid. The feature can note whether a rear door was opened within 10 minutes of the vehicle being turned on or at any time after the vehicle has been turned on, with a reminder message in the instrument cluster after the engine is turned off, accompanied by multitone chimes to help remind drivers to check the rear seat for occupants. 

Toyota Limited Warranty
Toyota’s 36-month/36,000 mile basic new-vehicle warranty applies to all components other than normal wear and maintenance items. Additional 60-month warranties cover the powertrain for 60,000 miles and against perforation from corrosion for 60 months with no mileage limitation. Hybrid-related components that require repairs needed to correct defects in materials or workmanship are covered for 8 years/100,000 miles, whichever comes first from original date of first use when sold as new. The HV battery is covered for 10 years/150,000 miles, whichever comes first, and is transferrable across ownership.

RAV4 Plug-in Hybrid also comes with ToyotaCare, a plan covering normal factory-scheduled maintenance, for two years or 25,000 miles, whichever comes first, and 2 years of Roadside Assistance, regardless of mileage.