Besides downplaying the possibility of a plug-in hybrid Grand Highlander, officials told us they’re still a market for minivans even if the new crossover steals some sales from the Sienna
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by Michael Gauthier
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The 2024 Toyota Grand Highlander will arrive at U.S. dealerships this summer to battle the Kia Telluride and Volkswagen Atlas.
While the crossover makes a good first impression and offers two different hybrid powertrains, there were naturally questions about the possibility of a plug-in hybrid Grand Highlander Prime. Unfortunately for families looking to upgrade from the RAV4 Prime, the answer appears to be no.
That will likely disappoint some consumers, but Toyota’s Lisa Materazzo said the company is “confident” in the existing hybrid options. It’s hard to argue with that belief as the Grand Highlander Hybrid is expected to return up to 34 mpg combined and that’s 11 mpg more than the thriftiest Telluride. Customers can also opt for the performance-focused Grand Highlander Hybrid Max, which has 362 hp (270 kW / 367 PS).
Review: The 2024 Toyota Grand Highlander Is A Jack Of All Trades, Master Of Some
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Despite wearing the Highlander name, the Grand Highlander is an “entirely new model” that features unique styling inside and out. This naturally begs the question of why the company stuck with the Highlander name and didn’t just create a ‘Highlander L’ like Jeep has done with the Grand Cherokee L.
The first answer is pretty straightforward as officials told us there is “equity” in the Highlander name. However, the automaker did consider other options early on.
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As for why Toyota didn’t create a Highlander L, it’s not unusual for automakers to have multiple mid-size three-row crossovers. Kia has the Sorento and Telluride, while GM has the Chevrolet Traverse and GMC Acadia – among others.
In Toyota’s case, officials told us the Highlander and Grand Highlander target different consumers. In particular, the larger of the two will appeal to buyers looking for more space and a third-row that can easily accommodate adults.
As for how the Grand Highlander will impact the rest of Toyota’s lineup, officials acknowledged the crossover will likely cannibalize some sales from the Highlander and Sienna. Despite this, the company believes there’s still a market for minivans.
