Shift of Burden.  The psychological recognition of "shift of burden" is when the person making a claim is responsible for providing evidence; forcing others to disprove it is a manipulative tactic to avoid accountability.  I was thrilled to point out that was what one of the well known Toyota antagonists was doing again today.  He attacks bZ every opportunity he can, even when that isn't the topic of discussion.  All he needs is a lead in, like today there was an article about Toyota's continued pursuit of hydrogen for commercial use.  It was quite a desperate effort today too.  He brought up reviews out of no where, then accused me of doing it.  That was beyond bizarre.  Anyone reading the exchange could clearly see it was his post that started it.  But that isn't what stood out.  It was his repeated posting, the same context quoted and in italic 3 times.  Just like in the past, he altered text ever so slightly to get past the detection of duplicate posts.  This time though, one of the moderators saw what he was attempting.  After a few hours, his posts had vanished.  That must have sent an interesting message to him.  I'm thinking something similar happened on the other website, since he no longer posts there.  Whatever the case, it was nice having proper terminology to point out what he was up to.  That raises awareness.  It's like pointing out "Innovator's Dilemma".  Matching what is claimed to what has been observed is very easy now.

Skeptics.  Seeing the "behind" narrative fall apart, I have noticed attempts at new spin.  What seems to get the most attention is pushing a belief of skepticism.  I got confirmation of that from a friend in the MN EV owners group.  He was surprised to hear that Toyota was now endorsing EVs.  I ended up having to point out that was the long-term goal all along, that most aspects of EV propulsion for their plug-in hybrids carried over well into electric-only vehicles.  The idea of economy-of-scale isn't as well known as I had thought.  That concept of technology sharing hadn't even occurred to him.  Unfortunately, there are countless others who haven't had that revelation yet.  So, I routinely encounter this sentiment being posted: "Toyota and Honda are two of the biggest skeptics on EVs."  It's annoying to see, but the experience with that friend taught me how easily the messaging can be changed.  Cool.  In the meantime, I have to try to counter comments in forums that have spent years using Toyota as a scapegoat.  Playing offense isn't always possible either.  So, there are times I still have to do some defensive commentary:  Outdated talking points... Toyota is investing heavily in US production of EVs.  That new battery plant in North Carolina will feed EV production Kentucky, then Indiana, and later in Mississippi.  Talk of skepticism is out of touch at this point.

Kia EV3.  It was revealed today for rollout in the United States.  This is an attempt from Kia to address the need for entry-level choices.  Much will depend upon EV3's price.  There is an very real problem of not having anything in that low-price category.  For all the claims of Toyota being behind, it's a failure on everyone else's part for not already having something available.  What exactly is Toyota trying to catch up to?  In other words, this is yet another example of hypocrisy.  Antagonists don't actually have anything to support their own claims.  So much for being "vastly superior".  Anywho, looking forward I posted expectations:  The US market will struggle for awhile, even with Bolt & Leaf.  Knowing Toyota's intent to produce Corolla EV in Mississippi with batteries from North Carolina seems to confirm addressing both the tariff problem and delivering something truly entry-level in high volume.  Kia's current position still looks expensive.

Adaptation.  There are some who don't understand the need to adapt.  They tend to be the ones who focus on their own wants, rather than recognizing what is necessary for the larger market.  I pointed out that leading is not the goal, it's profitable & sustainable sales in high-volume.  That set off this rant in favor of Tesla: "Consecutive Wins: Following its success in 2023, the Model Y maintained its top spot in 2024 and 2025.  Sales Milestones: Model Y has achieved over 4 million cumulative sales since its launch.  Significance: It is the first time an EV has been the best-selling car in the world.  Production Strength: Despite a slight dip in total deliveries in 2025, the Model Y's production and demand stayed strong, with high daily delivery averages."  That invited a reminder about audience.  What happens initially, in an emerging market, rarely represents what to expect next.  All it does is validate the technology, revealing potential.  That opportunity can easily be squandered by not recognizing how to adapt.  The best means of growth is taking what you learned from that first rollout and taking feedback into account, then applying it to the current market.  Tesla isn't doing any of that.  I can't stress that enough.  But some people just plain don't care.  So, I convey the information and hope someone takes it constructively:  Kudos, but that accomplishment isn't a business model.  In fact, it has become a textbook example of Innovator's Dilemma.  Meanwhile, Tesla continues to completely dismiss the entry-level market.  Absence of diversity will not only inhibit growth, it can contribute to sales challenges with existing choice.

Ignoring Efficiency.  Leases are expiring.  Those EV owners were early-adopters, the type of buyer who seeks out opportunity rather than shopping the showroom floor.  They have no loyalty.  Trying another brand is just part of the process for them.  They also have different priorities, driven by an enthusiast perspective instead of being an ordinary consumers looking for a vehicle replacement.  In other words, want plays a bigger role.  The most common feature in that regard is one-pedal driving.  When I pointed out the tradeoff of gliding, it stirred some upset: "I just got an Equinox EV, instead of the updated BZ, for 2 reasons.  It has full one-pedal driving and it has over 300 miles of range..."  That was the start of a long rant complaining about Toyota, concluding with: "I am glad Toyota improved the BZ, but they still have some work to do.  In 2026, having 300 miles of range should be the minimum."  He was compared his 307-mile range to 288 miles, with complete indifference for how much electricity it takes to achieve that.  Ignoring efficiency is common, despite the obvious relation to cost-of-ownership.  I was all to happy pointing how his omission:  The 2026 bZ AWD is more efficient (28 kWh/100mi) than Equinox EV AWD (33 kWh/100mi).  Disregarding that and favoring range is rather odd, especially when there is only a 19 mile range difference.  Efficiency equates to how much it costs to drive.  Always paying more for range you may never use won't be a high priority for most people.

Loyalty.  There are some who know nothing but conquest.  Many are Tesla owners.  They post comments like this: "More EVs can't ever be a bad thing, but loyalty stings in this market IMHO."  Oddly, they think more sales from Tesla and less from legacy automakers is a winning formula.  How?  Tesla only sells Model 3 and Model Y, along with a small number of Cybertrucks.  Such a limited choice is a recipe for failure.  In fact, diversity is a basic component of good business taught in Econ 101.  We should be well past that learning now.  In fact, rather annoyed, I pointed that out with:  By saying "this market", you're highlighting the stage we're stuck in.  That was targeting early buyers, helping to establish reputation but do nothing to actually change the status quo... hence stuck.  Toyota targeting their own showroom shoppers, with styles & configurations they'll find appealing, we break out beyond that barrier.  That's why comparing to draws of the past are pointless.  In short, we're moving on to Econ 201 now.

Adaptation.  There are some who still don't understand true leadership: "Toyota needs to also stop building to be equal to others and build to lead!"  It's effective propaganda, convincing people that more is always better.  We're told the world is binary, either you're winning or you're losing... zero sum.  Words like "balance" or "compromise" are looked upon with shameful, an admission of having failed.  You believe in something and never give in.  That makes it impossible to adapt.  You set a course hoping for the best.  How many times over the decades have we witnessed that fail?  Volt is a great example of dedicating to a design, then discovering it wasn't competitive, yet being unwilling to change.  Enthusiasts absolutely refused to accept any type of variant, fearing it would dilute or dissolve the messaging they had worked so hard to establish.  In other words, they supported a design that wasn't competitive.  Toyota thrives at adaptation.  Look at what happened with bZ4X.  Despite the obvious efficiency compromises related to preconditioning, that feature has been delivered with bZ.  I don't get into detail like that with those who clearly don't want to be constructive.  I do still convey that needed messaging though:  Leadership in mainstream sales is not achieved by pushing specs.  Being both profitable & sustainable in high-volume requires balance.  Faster or further is not always better, especially when cost is the tradeoff.  For example, 800V raises cost and has not delivered on higher efficiency.

Downplay Efforts.  They continue: "No one wants a vehicle with a limited range and longer is usually better."  Enthusiasts sense change.  Fear comes in the form of messaging being lost.  It was easy for them to promote EVs when all of them were essentially the same.  Diversity adds a complex nature, forcing acknowledgement of different priorities.  Some people just want reliable transport to get around the area.  Travel to work and to shop doesn't require long distance driving.  It never ceases to amaze me how much effort antagonists go to avoiding that reality.  But when it comes to those who express more passion than fight... enthusiasts... there is some recognition.  The typical reaction is jumping ship, simply abandoning what they had so passionately fought for.  There's shame, of course.  So they either vanish or pretend they were supporting you all along.  I like to call out that change, drawing attention to what has taken place.  Today, it was this:  The propaganda taught us to disregard need.  That has been so effective, some don't recognize the difference with want anymore.  Fortunately, owners of early Leaf and Bolt taught us even long trips are possible with short-range batteries.  That was back when there were far fewer chargers too.  So whenever I see references implying there will not be demand for entry-level vehicles, I point out the unintentional harm being done to market growth.  Cheap BEV are an awesome opportunity for change.  We need to avoid shooting ourselves in the foot by downplaying the impact limited range can actually have.

Gas Crisis.  With so much destruction in the mid-East, targeting key infrastructure to cripple each other, gas will obviously remain expensive.  Opening up shipping won't do any good if the ports & pumps to transfer it are destroyed.  Thankfully, not all of us panic or get upset.  For example: "The gasoline crisis caused by our Fearless Leader might ironically tip the scales in favor of EVs and Toyota may just be the first of many that realize this crisis isn't going away soon if at all."  That's where the long-term strategy comes into play.  You can't predict when demand will shift, but preparation for the inevitable shouldn't be a point of contention.  We all witnessed peak oil.  When price stability was lost, after decades of being able to set solid expectations, it was a sign of change to come.  Some type of pressure would build from no longer having the same players & circumstances anymore.  Oil that is more difficult to extract, transport and refine was a very real problem.  Now, we have greatly amplified the challenge by destroying resources.  Even if all could somehow be rebuilt quickly and without great expense, there's no guarantee the oil will flow the same way again.  Once you stop pumping, underground pressure changes.  That's why they scramble to find places to store oil rather than take that risk.  Of course, this is where having taken action already pays off.  I posted a reminder of what has really taken place over the years in preparation for this:  Toyota is well into their ICE phaseout, reaching over 50% for their base now being hybrids.  That is undeniable acknowledgement "this crisis" is permanent.  While the "all in" pledges from other automakers earned them a green halo, Toyota successfully broke the status quo.  Now those other automakers are taking BEV write-downs from being overly optimistic and Toyota is rolling out a variety of BEV choices.  At the same time, Toyota has a steady flow of profit from their highly efficient base.

New Normal.  This was the article's title: "300 Miles Of EV Range Is The New Normal.  Is 400 Next?"  It was obvious click-bait, but there was a slight possibility of constructive posting.  Thankfully, there was a nice example of trying to look at the bigger picture by providing some context: "There's one final wild card to consider, and it's a powerful one: Car buyers don't buy for the day-to-day, they buy for the "what if?" scenario."  That's incorrect, but it was still a worthwhile attempt at being constructive.  People do indeed make such assessments, but their actual purchase decision is based on need rather than want.  That's what people... ordinary consumers... do.  Know your audience.  Enthusiasts are the ones with disposable income, willing to pay a premium to fulfill a want.  Think about the past.  How did EVs with 200-mile range satisfy requirements, but the same distance does not anymore.  What changed?  Why a new normal?  I provided some insight:  That isn't a wild card.  It's a sign of still being stuck in early market, the stage where technology confidence is built.  Once confidence is achieved, we will see diversity.  In this case, there will indeed be long-range options... 300 to 400 miles.  There will also be short-range... just over 200 miles.  Range for BEV is like what power was for HEV.  Originally, the "up to the chore" criteria targeted "what if?" scenarios.  That disappeared as gen-3 offerings developed.

Short: Digital Rear-View Mirror Squirter.  There is a squirter to cleans the lens in back.  I wasn't aware of that initially.  So, I made plans to share a short video of it at some point.  Turns out when I tried, the particular footage captured in combination with the music I selected fit together much better than I had imagined.  In fact, it's a bit on the absurd side.  Having turned out that well was a surprise, but trying to setup for opportunity like that is getting easier.  I've had enough practice to get a feel for what's possible.  That's useful when you want something both concise & entertaining as a help video.  Anywho, it turned out great... Digital Rear-View Mirror Squirter

Show Me The Data.  It's pretty easy to identify AI generated content still.  The problem we see is someone new posting a comment that has no context whatsoever.  It's quite reasonable to expect a person to jump on the low price opportunity, then becoming upset from not having researched before purchasing.  That's why I find it quite simple to flush out trolls posting stuff like this in respond to them posting a buyer's remorse comment: "And my page is real, not trolling, buyer beware what Toyota is doing is fraud."  Supposedly, he was getting terrible efficiency.  Nothing was actually shared though.  It was the same thing we've seen countless times in the past.  Remember, I would respond with "show me the data" demands.  Some would work really hard to evade any type of answer.  It always came down to detail.  Without it, they are intentionally trying to mislead, hoping readers will make incorrect assumptions.  I called out this attempted and was delighted to get quite a few likes supporting it:  That's simple to prove.  Just share a photo of the range when charged to 100% and your efficiency (miles/kWh) average.

Pricing Perception.  There's nothing like when someone is really working hard to stress a point and you have data contracting them.  In this case, I shared that Lexus 2026 electric ES 350e starts at $48,795 and Lexus 2026 hybrid ES 350h starts at $50,995.  That completely derailed his argument that EVs were being priced much higher by Toyota to make hybrids more appealing.  I suspect he wasn't happy to read that.  Perhaps if he would have tried arguing about plug-in hybrids instead.  But that is too logical, an easy fail based on so many claiming they are 2 entirely complete drivetrains combined... which the higher price would totally support.  In other words, we are finally starting to see the first examples of EVs being less expensive.  That was always argued based on complexity after all, avoiding the really of battery cost.  Doesn't matter, since some of the problem comes about from perception anyway.  That's why "know your audience" is so important.

Crystal Ball.  I really appreciated this comment about DC fast-charger expectations: "Can I borrow your crystal ball?"  I had posted what looks to be nice progress here in Minnesota this year as an example of overall building momentum in the country.  There's the painfully slow start of establishing technology & process.  It can be very disheartening at times.  In fact, some initial rollout programs coming to an end without any big replacement can really hurt.  I know of several locations that fell into disrepair as the equipment aged.  Then rather than upgrade, the hardware was removed.  Sometimes, it's as simple as the location choice not being good.  Why invest more if usage was low?  With retail & grocery locations growing, it's far from a gas station consideration now.  In fact, today I stumbled across the very first mention of a free DC fast-charger.  It was a Trader Joe's in Iowa.  Free AC locations can be found if you do some research, but I have never heard of that for DC.  Think about how much electricity you could get while shopping for 20 minutes.  Sweet!  Anywho, I responded with the simple knowledge of sharing.  Our EV owners group shared information about DC fast-charger plans.  This was how I stated that:  There's no magic about it.  The "prediction" is really just a forecast based on corporate commitments, awarded funding, and filed permits.