Toyota has again delayed the arrival of its first three-row electric SUV, the Highlander BEV, marking another setback for the model after several earlier postponements. The company has now pushed the expected launch further down the calendar, meaning prospective buyers will have to wait even longer before it reaches showrooms.
The Highlander BEV is meant to fill a clear gap in Toyota’s growing electric lineup. It will be positioned as a family-oriented, three-row battery-electric vehicle, offering seating for seven in a familiar nameplate that many buyers in the Gulf already trust in its petrol-powered form. For the Saudi market, this places it in a segment that is still young but steadily expanding, as more local families look for zero-emission alternatives without giving up space.
When it finally arrives, the Highlander BEV will face strong rivals already making headway in the Kingdom. The Kia EV9 is a direct competitor, notably because of its own three-row layout and premium positioning. Hyundai’s upcoming Ioniq 9 is also expected to enter the region and challenge the same buyers. On the pricier end, Tesla and Mercedes-Benz offer large electric SUVs as well, though at a different cost level. That means Toyota must compete on value, resale confidence, and after-sales support, not just brand loyalty.
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