Totally agree
The ideal model, if I had some power/leadership 10 years ago with some foresight would have been:
- add a plug to the Prius for all-electric mode, get the technology to as many carmakers as possible with whatever negotiated means possible.
- push them to increase the all-electric mode to 50 miles
- once tech was doable, impose incentives/requirements/taxation that required all new cars be PHEV. Especially for trucks/SUVs.
- incentivize home charging and start incentivizing gas stations to have plugs as well as a requirement to staying in business
Given the current supply of cobalt, nickel, lithium, etc, the most effective way to electrify consumer transportation is the 50 mile PHEV. It would have electrified 95% of daily trips for those vehicles, and eliminates range anxiety for the longer trips until the infrastructure is done.
With that and Toyota's lead, the plug in hybrid would have provided practical market "EV" leadership probably through 2030. It is mystifying to me why they dragged their feet to add a simple plug to the system. A massive management failure that ceded not only pseudo-EV leadership, but leadership in the hybrid market.
Toyota may be able to coattail the nascent OEM market for EV components and leverage their status as current #1 to keep afloat, but so many companies are far ahead in the vertical integration for the EV. An OEM component EV will be inferior to vertically integrated manufacturers (Tesla currently, VW and probably GM soon).
I'd guess that the OEM model of ICE drivetrains is basically an extreme optimization of a long-running design. Early ICE companies were probably vertically integrated intheir parts/components manufacturing until specific market competition for components between dedicated OEM manufacturers could eventually beat the in-house teams.
But EVs are a MASSIVE revolution in terms of the core components, and designs are innovating/evolving so rapidly that you can't tie yourself to components. Look at Tesla, they are building their own motors, batteries/chemistries, and even minerals extraction pipelines per battery investor day.
OEM ecosystems only exist once a sufficient number of cars are using a component. So an automotive OEM EV motor won't be competitive with Tesla until several generations of EVs go through the market, and a generation for a car is at least 5 years traditionally?
Almost all the car companies annoucing EV programs/funding aside from VW and maybe GM are just doing the OEM model: we'll get some OEM motors and OEM batteries, slap them onto a traditional OEM ICE platform. And boom, the CEO gets to tell major activist shareholders that he isn't being left behind: please don't fire me like you canned the BMW CEO.
Toyota is likely still stuck in OEM mode. They can't maintain leadership with that mentality, the vertical integration model will win for the next two decades at least, even if solid state closes some of the tech gap with Tesla for the main auto people (which is what they are basically all gambling on)