[ericalexander3]

That's not the Toyota way. From a Westrum "Three Cultures Model" perspective Toyota would fall into the Generative classification, not Pathological or Bureaucratic.

Based on the discussion in the article I think Toyota is saying they've learned EVs are not scalable and are not a solution to all customer needs Toyota currently services. They're betting hydrogen is the solution.

[nihonde]

Part of the reason that Toyota continues to pursue hydrogen fuel has to do with a Japan’s energy needs. It’s a pragmatic approach that acknowledges that energy needs to be stored and shipped long distances in order to avoid generating fuel in-country. Also, the idea that Toyota isn’t all over battery tech is a complete misunderstanding. All one needs to do is read their public strategy, which is available. They’ve been working on personal and ultra compact EVs, people movers, trucks, etc. They tend to release domestically first and move thoughtfully (cf. Tesla), as US consumers have proven to be very fickle, prone to nationalism, and so on.