Toyota's EV delay reveals price of protectionism against China

Western efforts to shield market hurt demand and drive up prices

20241003N Toyota EVs

Toyota Motor now plans to start producing electric vehicles in North America in 2026 instead of 2025. © Reuters

Nikkei staff writers

TOKYO -- U.S. and European efforts to shield their electric vehicle markets from cheap Chinese imports are driving up prices and weighing down demand, forcing automakers like Toyota Motor to reevaluate their business strategies.

One Toyota dealership in New York was offering to lease an electric bZ4X sport utility vehicle for just under $30,000 in September -- a roughly 40% discount on its sticker price. The automaker will delay the start of EV production in North America to 2026 amid market headwinds, Nikkei reported Thursday.

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