Electric Cars

Toyota has introduced an innovative mobile application aimed at encouraging electric vehicle (EV) and plug-in hybrid electric vehicle (PHEV) drivers to enhance their charging habits. This development follows the automaker's internal findings that many PHEV owners do not plug in their vehicles as often as they could, leading to suboptimal emission reductions. The new app, developed by Toyota's Human-Centered Artificial Intelligence division, leverages behavioral science to transform vehicle charging into an engaging and rewarding experience, intending to foster more frequent and efficient use of electric power in these vehicles. Through gamification and educational features, Toyota seeks to not only improve environmental outcomes but also increase driver satisfaction with their electrified vehicles.

The automotive giant, widely recognized for its pioneering role in hybrid technology with the introduction of the Prius in 1997, continues to diversify its electrified vehicle offerings. Currently, Toyota's lineup in the United States includes over 16 hybrid models, two PHEVs, and one all-electric car, with a second EV under the Lexus brand. Despite this broad commitment to various powertrain options, the company identified a gap in the utilization of PHEV capabilities. The new Charge Minder app, a product of the Toyota Research Institute's advanced work, is specifically designed to address this by integrating principles of behavioral science. It features incentives like rewards for consistent charging streaks and provides encouraging messages, aiming to make plugging in a more habitual and positive action for drivers.

Beyond motivation, the application also serves as an educational tool, offering quizzes that inform users about their vehicles and the optimal times to charge for maximum economic benefit. Toyota's research demonstrates the effectiveness of this approach. In the U.S., behavioral interventions through the app resulted in a 10% increase in charging frequency among PHEV drivers, alongside a significant 16 percentage point rise in their satisfaction levels, reaching a perfect 100%. Furthermore, in Japan, EV and PHEV drivers using the app shifted their charging to coincide with peak renewable energy availability by 59%, contributing nearly 30 additional hours of daytime charging per vehicle each day.

Dr. Gill Pratt, chief scientist and CEO of the Toyota Research Institute, emphasized that this research and development highlights how scientifically-backed behavioral interventions can significantly contribute to reducing carbon emissions as rapidly and effectively as possible, while simultaneously boosting customer contentment. The ChargeMinder app incorporates over a dozen such science-driven strategies, all geared towards cultivating more effective and sustainable charging behaviors among vehicle owners.

Toyota's enduring commitment to offering a range of electrified powertrains, including PHEVs and hybrids alongside battery-electric vehicles, remains clear. While modern PHEVs typically provide a substantial electric driving range, often between 20 and 50 miles—sufficient for most daily commutes—a persistent challenge has been drivers' underutilization of this electric capability. Studies, such as one from the European Commission, have previously indicated that PHEVs often generate more pollution than advertised because drivers frequently operate them as conventional gasoline vehicles, neglecting to plug them in. More recent findings have further revealed that car manufacturers might be misrepresenting PHEV emissions, with real-world figures being considerably higher than documented. Although Toyota's new app may offer some assistance in mitigating emissions, the broader consensus in the industry points to battery electric vehicles (BEVs) as the most impactful solution for achieving truly sustainable transportation goals.

Hyundai is signaling a departure from a prevalent design feature in the automotive industry: the full-width LED lightbar. Simon Loasby, the head of design for Hyundai, indicated that this trend, which has become almost synonymous with electric vehicles, is approaching its conclusion. The company plans to pivot towards more distinctive design elements, such as its unique pixel lighting, as demonstrated in the IONIQ series and the recently unveiled Concept Three. This strategic shift aims to foster greater visual diversity in vehicle aesthetics, moving beyond a design element that has become increasingly commonplace across various brands and models.

Hyundai Rethinks Dominant EV Aesthetic, Eyes New Design Direction

In a significant declaration at the Munich Motor Show last week, Hyundai's design leader, Simon Loasby, articulated a vision for future automotive aesthetics that moves beyond the widespread use of full-width LED lightbars. Speaking to Car Magazine, Loasby suggested that this design feature, which gained prominence in the early 2000s with Xenon headlights and evolved into the sleek LED strips seen on many modern vehicles, is reaching the end of its design cycle. Despite Hyundai itself having integrated these lightbars into recent models like the Grandeur, Kona, and Sonata, Loasby expressed a desire for change, stating he's "seen enough."

Loasby highlighted that while the initial adoption of such integrated lighting was innovative and cost-effective for a single-piece structure, its necessity varies significantly across different markets. He noted that while it might be a prerequisite in regions like China, it holds less importance in European and US markets. Hyundai's new focus is on cultivating a distinct visual identity through its "pixel lighting" design, already a hallmark of its IONIQ electric vehicle lineup. This unique approach was showcased in the new Concept Three, anticipated to become the production version of the IONIQ 3, which notably eschews the full LED lightbar in favor of the pixelated motif. This initiative comes as some brands, like Fiat with its Grande Panda, have seemingly drawn inspiration from Hyundai's earlier lighting designs, prompting a playful acknowledgment from Loasby. The company's stance suggests a broader industry shift where differentiation in design becomes paramount as electric vehicles become more commonplace.

This move by Hyundai offers a refreshing perspective on automotive design, challenging the notion that all electric vehicles must conform to a singular aesthetic. For too long, the industry has seen a homogenization of design, with the LED lightbar becoming an almost universal signifier of modernity, particularly in EVs. Hyundai's decision to explore alternative, more unique visual cues, like its pixel lighting, is commendable. It suggests a proactive approach to fostering brand identity and offering consumers greater visual variety, moving beyond trends that quickly become ubiquitous. This commitment to distinctiveness could inspire other manufacturers to innovate beyond current norms, ultimately leading to a more diverse and exciting landscape of automotive design. It reminds us that true innovation lies not in simply adopting popular trends, but in daring to create new ones.