In recent years, an increasing number of new car models equipped with 48V mild hybrid systems have appeared at dealerships. However, Toyota argues that labeling these vehicles as “hybrid” is inaccurate. Sean Hanley, Toyota’s Director of Sales and Marketing in Australia, has publicly criticized competitors for branding vehicles with 48V mild hybrid technology as “hybrid.” He believes this could mislead customers.
As widely known, traditional parallel or series hybrid systems combine batteries and electric motors with internal combustion engines to enhance fuel efficiency. Plug-in hybrid electric vehicles (PHEVs), on the other hand, use larger batteries and more powerful electric motors, allowing for short periods of all-electric driving. In contrast, 48V technology plays a minimal role in a vehicle’s powertrain.
The 48V mild hybrid system typically combines the functions of a starter motor and generator, offering modest improvements in fuel consumption. Even Toyota’s own 48V system does not enable all-electric driving. This is why the company aims to clarify the distinction between these technologies.
According to Hanley, Toyota does not even classify the 48V system as hybrid, marketing it under the “V Active” name in Australia. He suggests other brands should also refrain from using the term “hybrid” so loosely.
“I’ve seen hybrid technology used in various marketing ways over the past few years,” Hanley told Australian publication *Drive*. “Good luck to them, but Toyota will clarify which hybrid systems are for fuel efficiency, which are for performance, and what the 48V support system is.”
“In our view, the 48V support system does not represent a true hybrid system. I believe automakers have a responsibility to help customers understand this difference,” Hanley added.
Hanley further emphasized regarding Toyota’s models: “I want to make it clear that when you buy a Toyota equipped with a 48V support system, like the Hilux and Land Cruiser Prado, you do not own a hybrid vehicle. They are not hybrids at all, so we aim to clearly differentiate these three distinct technologies.”
However, consistency would be ideal if Toyota maintained the same stance globally. While the company avoids using the term “hybrid” in Australia, the approach differs in Europe. The 48V mild hybrid version of the Toyota Hilux is directly marketed as the Hilux Hybrid 48V in the European market. This highlights how marketing language can vary depending on the target audience.
Toyota Hilux Hybrid 48V available in Europe.
