Toyota Steps Up: Lexus Charging Stations Now Open to All Electric Vehicles
Despite Toyota's traditionally cautious approach to fully electric vehicles, the company is making noteworthy strides. In a surprising turn, Toyota announced that it will open Lexus charging stations to all EVs in Japan—a decision that mirrors Tesla's strategy in the US and globally.
Lexus Charging Stations: Breaking the Exclusivity Barrier
Lexus, Toyota’s luxury brand, initiated its venture into EV charging with the launch of the first 'rapid charging station' in Tokyo Midtown Hibiya last June, part of the Lexus Electrified Program. The move signaled an important shift for Lexus, traditionally known for its combustion and hybrid vehicles.
Another charging station was unveiled at Karuiza Common Grounds in December 2023. The Lexus stations are outfitted with quick chargers capable of delivering up to 150 kW of power, designed to get EV drivers back on the road swiftly. This is somewhat on par with Tesla’s Supercharger network, although Tesla’s latest V4 Superchargers can theoretically deliver up to 350 kW, albeit currently capped at 250 kW.
Previously, Lexus owners enjoyed exclusive access to these charging stations. They could reserve slots through the My Lexus app up to 60 days in advance, with payment processing handled seamlessly through the app, resembling Tesla’s Supercharger experience. Lexus also offered a unique set of perks like complimentary drinks, workspaces, and discounts on nearby services.
A Win for All EV Owners
Now, Toyota has announced that all EV owners can access Lexus charging stations. This inclusivity aligns with Tesla’s move to open its Supercharger network to other EV brands. The shift started in May when Ford revealed plans to adopt Tesla’s NACS adaptor, a move closely followed by other major automakers, including Toyota and Lexus, who signed deals to access Tesla’s Supercharger network in the US.
Where Tesla boasts over 15,000 Superchargers in the US and Canada and more than 50,000 globally, Lexus aims for more modest numbers. By 2030, Lexus plans to have around 100 charging stations across Japan.
The Big Picture for Toyota and Lexus
This development comes at a pivotal moment for Toyota and Lexus. While the industry rapidly shifts toward electrification, Toyota has lagged. The company, including its Lexus brand, sold only 46,033 EVs globally in the first four months of 2024— a mere 3.4% of its total 1.3 million units sold in that period.
Nevertheless, the opening up of Lexus charging stations could signal a broader strategic shift for Toyota. By embracing a more inclusive approach to EV charging, Toyota may well position itself to catch up with industry leaders in the electric future. It’s a move that seems Hail Mary, but it might just work if they continue to expand their EV offerings and infrastructure.
While the electric future remains an uphill battle for Toyota, steps like these show that the automotive giant is willing to adapt and innovate. Whether this will be enough to turn the tide in their favor remains to be seen, but it’s a noteworthy move that other legacy automakers might soon emulate.
Source: Toyota, The Japan News.