Toyota has been criticized for its hybrid-centric strategy, while rivals moved towards EVs. The company has now launched four more competitive models, including the 2026 bZ, the compact C-HR, and the off-roading bZ Woodland. The new model offers a 25% increase in driving range and can recharge from 10% to 80% in around 30 minutes. However, Toyota North America brand chief Dave Christ stated that even if the BEV market is 5% of the industry, they want their share of this 5%. Early sales of the new bZ have been encouraging, with over 10,000 units sold in the first three months of 2026 beating out GM's top-selling Chevy Equinox EV.