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For more than two decades, Toyota has been a vocal proponent of hybrid technology — and with good reason. The original Toyota C-HR, launched in 2016, became a poster child for the brand’s hybrid-first approach: stylish, efficient, and refreshingly different in the compact SUV segment. But while Toyota doubled down on hybrid and hydrogen (with its Mirai sedan), the rest of the world sped ahead with battery electric vehicles (BEVs). Rivals like Tesla, BYD, and Hyundai poured billions into electric platforms, while Toyota seemed reluctant — even resistant — to fully commit. (as seen on our previous article.
Fast forward to 2025, and the winds have shifted. Toyota has now unveiled the electric version of the C-HR, called the C-HR+, an all-electric evolution of its popular crossover. Is this the long-awaited sign that the hybrid king is finally entering the EV arena with real intent? Or is it too little, too late?
C-HR+ Unveiled: What do We Know So Far?
Toyota C-HR+ Electric SUV Debuts in Europe: Range, Specs & Charging Speed
Toyota launched its all-electric C-HR+ SUV in Brussels on March 12, 2025, expanding its EV lineup with a bold coupe-SUV design. The model keeps the sharp styling of its hybrid sibling but adds futuristic cues from Toyota’s 2022 Compact SUV concept. Built on the brand’s e-TNGA platform—a dedicated EV architecture—the C-HR+ targets drivers seeking sporty aesthetics without emissions.
Two Battery Options, Up to 373 Miles of Range
The C-HR+ offers flexibility with two battery packs. The base 57.7 kWh version delivers 283 miles (455 km), ideal for city commutes. For longer trips, the 77 kWh upgrade pushes the range to 373 miles (600 km) and pairs with all-wheel drive for added power. The AWD model hits 0-60 mph in 5.2 seconds, thanks to a 343-hp dual-motor setup.
Fast Charging and Competitive Pricing
Toyota prioritized charging speed, equipping the C-HR+ with 150 kW DC fast charging for 10-80% top-ups in 30 minutes. Buyers can choose between 11 kW or 22 kW onboard chargers for home or public AC stations. Starting at €42,000, it undercuts rivals like the Hyundai Ioniq 5 while offering similar tech.
Is Toyota Becoming the Next Kodak by Delaying Its EV Shift?
Toyota pioneered hybrid cars with the Prius but now faces criticism for dragging its feet on fully electric vehicles (EVs). While rivals like Tesla and BYD raced ahead, Toyota stuck to hybrids, hydrogen, and gas engines. In 2024, EVs made up just 1.4% of its sales, raising doubts about its ability to compete in a world shifting to zero-emission cars. Critics warn this reminds them of Kodak, which clung to film cameras as digital tech took over.
Can Toyota Catch Up?
Toyota isn’t sitting idle. It plans 15 new EVs by 2027, including a long-range electric SUV and trucks like the Tacoma EV. A $14 billion U.S. battery plant aims to cut costs and avoid tariffs. But challenges remain: current models like the bZ4X lag in range and charging speed, and heavy reliance on hybrid profits risks leaving it behind if EV adoption surges.
Pricing and Tariffs: Can the Toyota C-HR+ Compete Globally?
The Toyota C-HR+ is expected to start at €42,000 in Europe, positioning it as a mid-range electric SUV competitor. This price undercuts rivals like the Hyundai Ioniq 5 but remains higher than budget Chinese models such as BYD’s Atto 3, which starts around €30,000. In the U.S., the C-HR+ could face tougher competition from Tesla’s Model Y (priced from $45,000) and domestic EVs benefiting from tax credits. However, Toyota’s brand loyalty and reputation for reliability may offset its premium pricing in some markets. The challenge lies in balancing affordability with advanced features, as critics note its current models lag behind in range and charging speed compared to leaders like Tesla.
Tariff Wars and Their Impact on Toyota’s Strategy
Global tariff conflicts are reshaping Toyota’s EV plans. The EU’s 2025 Carbon Border Adjustment Mechanism (CBAM) penalizes high-emission manufacturing, which could raise costs for Toyota if it relies on coal-dependent supply chains in China for batteries or components. Similarly, U.S. tariffs on Chinese imports (up to 25% on critical materials like steel) may force Toyota to rethink sourcing strategies for models sold in America. To avoid these fees, Toyota is likely to localize production: its $14 billion U.S. battery plant and partnerships with green-energy suppliers in Europe (e.g., CATL’s wind-powered factory in Hungary) suggest a shift toward regionalized supply chains.
Local Manufacturing: A Shield Against Tariffs?
Toyota’s move to manufacture the C-HR+ in key markets could help dodge tariffs and reduce costs. For example, producing the EV in Kentucky or Hungary would bypass EU and U.S. import fees while aligning with “buy local” consumer trends. However, building localized facilities requires significant investment and time—a risk if tariff policies shift post-2025 elections. Competitors like BYD and Tesla already benefit from established regional production (e.g., Tesla’s Berlin Gigafactory), giving them pricing agility. Toyota’s success hinges on executing this strategy swiftly while closing the tech gap with rivals. If tariffs escalate further, the C-HR+’s viability will depend on Toyota’s ability to balance cost-efficient local sourcing with competitive innovation.
Conclusion: The C-HR+ Faces Uphill Battles in a Shifting EV Market
The Toyota C-HR+ enters a crowded EV arena with competitive pricing in Europe but struggles to match budget Chinese rivals like BYD or tech leaders like Tesla. Tariffs on imported materials and components add pressure, forcing Toyota to bet on local manufacturing to cut costs. Its $14 billion U.S. battery plant and European partnerships show progress, but delays or policy shifts could erase these gains.
This analysis reflects our perspective—market dynamics and politics remain unpredictable. A “green trade war” looms, with tariffs reshaping global EV strategies. By 2026, consumers should watch for price swings as brands adapt and whether Toyota’s localized production pays off.
The road ahead is rocky, but Toyota’s brand strength and hybrid profits give it a fighting chance. Success hinges on speed, agility, and closing the tech gap—fast.
