Toyota calls for standardizing the definition of hybrid vehicles, accusing 48-volt mild-hybrids of misleading consumers

【PCauto】Toyota recently criticized certain competitors for labeling 48-volt Mild-hybrid as "hybrid," arguing that such vague labeling may mislead car buyers and devalue genuine hybrid technology.

According to Sean Hanley, Toyota Australia's sales head, 48-volt systems must not be marketed as hybrid since they lack all-electric driving capability — a fundamentally different technology.

Should 48-volt Mild-Hybrid Systems Be Called "Hybrid"?

In recent years, a large number of new models equipped with 48-volt Mild-hybrid systems have emerged in the market.

These systems typically combine the starter and generator into a single unit. By harnessing braking energy recovery, they power the vehicle's ancillary systems and improve fuel efficiency by approximately 10%.

However, Toyota emphasized that a true hybrid system should have independent electric driving capability, such as its HEV models, which can achieve up to 50% fuel savings.

In a recent media interview, Hanley pointed out that Toyota labels the 48-volt Mild-hybrid as a "V Active" system in the Australian market instead of calling it hybrid,  to establish a clear technical demarcation.

Conventional full hybrid systems, such as those in the Toyota Prius or RAV4 Hybrid, utilize a dedicated electric motor and high-voltage battery. This enables the vehicle to be driven either solely by electricity or with the engine and motor working in conjunction.

PHEV models like the Prius Prime further extend the range of pure electric driving. In contrast, a 48-volt mild-hybrid system can only assist the engine and cannot achieve zero-emission driving.

Toyota points out that this difference has significant implications for both the consumer experience and environmental benefits, yet some manufacturers use ambiguous terminology to obscure this technological gap.

Toyota's Marketing Strategy Also Varies by Region

In the European market, Toyota markets the Hilux equipped with a 48-volt system directly as the "Hilux Hybrid 48V,"  while refraining from using the hybrid designation in Australia and Africa.

This region-specific approach has raised doubts among industry observers. Hanley explained that while Toyota tailors its communication in different markets to align with local consumer understanding,the core definition of the technology must remain the same globally.

He called on global automakers to clearly distinguish between three types of technology: 48-volt assist systems, HEVs, and PHEVs, in order to to prevent car buyers from making poor decisions because

The Reasons Behind Toyota's Initiative

Toyota's stance has gained support from some experts, with hybrid vehicle sales in the Southeast Asian market growing by 42% year-on-year in 2023. However, consumer recognition of technical classifications falls below 30%, and in some regions, over half of all car buyers struggle to tell the difference between mild- and full-hybrid technologies.

Since launching the first-generation Prius in 1997, Toyota has sold more than 20 million hybrid vehicles worldwide. From Toyota's perspective, freely using the "hybrid" label risks diluting the value of its own hybrid technology brand.

Notably, competitors like Mazda still market their 48-volt system as "M Hybrid," despite its limited fuel-saving benefits.

From an objective standpoint, Toyota's position is reasonable. With the worldwide shift to EVs gaining momentum, precisely defined technical categories would both reduce consumer confusion during vehicle purchases and enable policymakers to develop tailored incentive measures for environmental protection.