Toyota launched the Highlander to compete the Ford Explorer in European market
- Ford had decided in 2020 to launch in Europe its large Explorer SUV (5.06 m long ; E-segment ) which has been very successful in the United States for several years. Until now the American carmaker was focused to sell on the European continent SUVs of more reasonable dimensions, such as the Ecosport (4.10 m long ; B-segment), the Puma (4.20 m ; B-segment), the Kuga (4.60 m ; C-segment) and the Edge (4.80 m ; D-segment).
- The Explorer is a mid-range SUV for the US market, but in Europe it ranks among the bigger SUVs. There was therefore a risk of offering the Explorer on the European market, especially as the Edge was not successful there: this SUV introduced in Europe in 2016 has sold 45,000 copies in five years, or 9 000 per year. In 2020, it sold 3,500 units, up from 8,212 in 2019 and 8,225 in 2018. Today, the Edge is stopped in Europe.
- Ford thought it could ensure the Explorer's success by equipping it with a 3.0-liter plug-in hybrid 6-cylinder engine. But only 2,000 units were sold in Europe in 2020.
- Despite this poor result, Toyota wanted to compete the Explorer by offering its Highlander in Europe. This large 4.97 m-long SUV sold mainly in the United States has a 2.5-liter non-plug-in hybrid 4-cylinder engine. Less heavy than the Explorer (2,135 kg against 2,465 kg), the Highlander intends to attract customers looking for an SUV more spacious than the RAV4, as it can carry up to seven passengers like the Explorer. The Highlander is sold in Europe since January 2021, and it sold 260 copies in two months. The price of the Highlander is 65,000 euros compared to 75,000 euros for a Ford Explorer.
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