Toyota is reimagining its popular SUV lineup with a fully electric model bearing the familiar Highlander name. The upcoming 2027 Highlander, confirmed through recent teasers, marks a significant shift for the brand, leveraging established name recognition for its new EV venture.
Electrification and Branding Strategy
The new Highlander is a three-row SUV confirmed as an all-electric vehicle (BEV) with all-wheel drive (AWD). Toyota’s move signals a wider industry trend of automakers reviving legacy names for electric models—like Volkswagen’s return to the Polo and Tiguan brands—to capitalize on consumer familiarity.
This decision comes after the company’s rebranding efforts with the bZ series, which saw initial struggles with the bZ4X. Toyota’s shift back to the Highlander name suggests a strategic focus on leveraging existing brand equity rather than building new EV-specific branding from scratch.
“It’s a lot easier to sell people on something they’re already familiar with,” as noted in industry analysis, highlighting the importance of name recognition in consumer trust and sales.
From Concept to Reality
The 2027 Highlander appears to be based on the previously conceptual bZ5x model. Toyota has seemingly abandoned the “bZ” nomenclature entirely, opting instead for the Highlander label alone. This streamlining suggests a deliberate effort to minimize consumer confusion and maximize the appeal of a well-known nameplate.
Launch Details
The full reveal is scheduled for Tuesday at 9:30 p.m. EST, with comprehensive coverage expected immediately afterward. Expect detailed reports, images, and potential insider information on one of Toyota’s most anticipated new SUVs.
The revival of the Highlander name for an all-electric SUV demonstrates Toyota’s strategic bet on brand familiarity in the rapidly evolving EV market. This move aligns with broader industry trends and underscores the importance of established names in driving consumer adoption of new technologies.
