トヨタの人気SUV「RAV4 PHV」と「ハリアー」が差別化できた理由とは?

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ボディサイズは全長4600×全幅1855×全高1695mm(BLACK TONE)。ベースのRAV4より内外装をスポーティな仕立てとしている。

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["name"]=> string(23) "car_20201031_rav4phv_02" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(1175985) ["date"]=> string(19) "2020-10-27 07:20:47" ["modified"]=> string(19) "2020-10-27 07:20:47" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(62) "https://www.mens-ex.jp/wp/wp-includes/images/media/default.png" ["width"]=> int(750) ["height"]=> int(418) ["sizes"]=> array(12) { ["thumbnail"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_02-150x150.jpg" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_02-300x167.jpg" ["medium-width"]=> int(300) ["medium-height"]=> int(167) ["medium_large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_02.jpg" ["medium_large-width"]=> int(750) ["medium_large-height"]=> int(418) ["large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_02.jpg" ["large-width"]=> int(750) ["large-height"]=> int(418) } } ["entry_gallery_description"]=> string(216) "

大容量・高出力のリチウムイオンバッテリーを備え、システム最高出力306psを発生する、新開発のプラグインハイブリッドシステム(THS II Plug-in)を採用。

" } [2]=> array(2) { ["entry_gallery_image"]=> array(24) { ["ID"]=> int(1175992) ["id"]=> int(1175992) ["title"]=> string(23) "car_20201031_rav4phv_03" ["filename"]=> string(27) "car_20201031_rav4phv_03.jpg" ["filesize"]=> int(317947) ["url"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_03.jpg" ["link"]=> string(63) "https://www.mens-ex.jp/archives/1175985/car_20201031_rav4phv_03" ["alt"]=> string(0) "" ["author"]=> string(2) "10" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(23) "car_20201031_rav4phv_03" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(1175985) ["date"]=> string(19) "2020-10-27 07:20:40" ["modified"]=> string(19) "2020-10-27 07:20:40" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(62) "https://www.mens-ex.jp/wp/wp-includes/images/media/default.png" ["width"]=> int(750) ["height"]=> int(375) ["sizes"]=> array(12) { ["thumbnail"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_03-150x150.jpg" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_03-300x150.jpg" ["medium-width"]=> int(300) ["medium-height"]=> int(150) ["medium_large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_03.jpg" ["medium_large-width"]=> int(750) ["medium_large-height"]=> int(375) ["large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_03.jpg" ["large-width"]=> int(750) ["large-height"]=> int(375) } } ["entry_gallery_description"]=> string(141) "

インテリアはブラック基調としスポーティさと上質感を高めた。9インチディスプレイも標準装備。

" } [3]=> array(2) { ["entry_gallery_image"]=> array(24) { ["ID"]=> int(1175991) ["id"]=> int(1175991) ["title"]=> string(23) "car_20201031_rav4phv_04" ["filename"]=> string(27) "car_20201031_rav4phv_04.jpg" ["filesize"]=> int(293748) ["url"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_04.jpg" ["link"]=> string(63) "https://www.mens-ex.jp/archives/1175985/car_20201031_rav4phv_04" ["alt"]=> string(0) "" ["author"]=> string(2) "10" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(23) "car_20201031_rav4phv_04" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(1175985) ["date"]=> string(19) "2020-10-27 07:20:33" ["modified"]=> string(19) "2020-10-27 07:20:33" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(62) "https://www.mens-ex.jp/wp/wp-includes/images/media/default.png" ["width"]=> int(750) ["height"]=> int(420) ["sizes"]=> array(12) { ["thumbnail"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_04-150x150.jpg" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_04-300x168.jpg" ["medium-width"]=> int(300) ["medium-height"]=> int(168) ["medium_large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_04.jpg" ["medium_large-width"]=> int(750) ["medium_large-height"]=> int(420) ["large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_04.jpg" ["large-width"]=> int(750) ["large-height"]=> int(420) } } ["entry_gallery_description"]=> string(151) "

走行モードには、「EVモード」「AUTO EV/HVモード」「HVモード」「バッテリーチャージモード」などがある。

" } [4]=> array(2) { ["entry_gallery_image"]=> array(24) { ["ID"]=> int(1175990) ["id"]=> int(1175990) ["title"]=> string(23) "car_20201031_rav4phv_05" ["filename"]=> string(27) "car_20201031_rav4phv_05.jpg" ["filesize"]=> int(225428) ["url"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_05.jpg" ["link"]=> string(63) "https://www.mens-ex.jp/archives/1175985/car_20201031_rav4phv_05" ["alt"]=> string(0) "" ["author"]=> string(2) "10" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(23) "car_20201031_rav4phv_05" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(1175985) ["date"]=> string(19) "2020-10-27 07:20:24" ["modified"]=> string(19) "2020-10-27 07:20:24" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(62) "https://www.mens-ex.jp/wp/wp-includes/images/media/default.png" ["width"]=> int(750) ["height"]=> int(403) ["sizes"]=> array(12) { ["thumbnail"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_05-150x150.jpg" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_05-300x161.jpg" ["medium-width"]=> int(300) ["medium-height"]=> int(161) ["medium_large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_05.jpg" ["medium_large-width"]=> int(750) ["medium_large-height"]=> int(403) ["large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_05.jpg" ["large-width"]=> int(750) ["large-height"]=> int(403) } } ["entry_gallery_description"]=> string(200) "

合成皮革の表皮を用いたスポーティシートを全グレードに標準装備する。上級モデルでは横基調のキルティング意匠で力強さを演出している。

" } [5]=> array(2) { ["entry_gallery_image"]=> array(24) { ["ID"]=> int(1175989) ["id"]=> int(1175989) ["title"]=> string(23) "car_20201031_rav4phv_06" ["filename"]=> string(27) "car_20201031_rav4phv_06.jpg" ["filesize"]=> int(254123) ["url"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_06.jpg" ["link"]=> string(63) "https://www.mens-ex.jp/archives/1175985/car_20201031_rav4phv_06" ["alt"]=> string(0) "" ["author"]=> string(2) "10" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(23) "car_20201031_rav4phv_06" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(1175985) ["date"]=> string(19) "2020-10-27 07:20:15" ["modified"]=> string(19) "2020-10-27 07:20:15" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(62) "https://www.mens-ex.jp/wp/wp-includes/images/media/default.png" ["width"]=> int(750) ["height"]=> int(525) ["sizes"]=> array(12) { ["thumbnail"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_06-150x150.jpg" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(88) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_06-300x210.jpg" ["medium-width"]=> int(300) ["medium-height"]=> int(210) ["medium_large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_06.jpg" ["medium_large-width"]=> int(750) ["medium_large-height"]=> int(525) ["large"]=> string(80) "https://www.mens-ex.jp/wp/wp-content/uploads/2020/10/car_20201031_rav4phv_06.jpg" ["large-width"]=> int(750) ["large-height"]=> int(525) } } ["entry_gallery_description"]=> string(119) "

ラゲージルームはベースモデルより床面が高くなるが容量は490リッターとされた。

" } }
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人気SUV、RAV4 PHVとハリアーが差別化できた理由とは?

明確な差別化により、両モデル共に国内外で販売

今年6月、トヨタから注目のSUV、2モデルが発売された。1つが「RAV4 PHV(プラグインハイブリッド)」、もう1つが新型「ハリアー」だ。

「RAV4 PHV」はベースモデルで469万円からと決して安価なモデルではないが、バッテリーの生産能力を超えるオーダーが入ったため、現在は受注停止となっているほどだ。そして「ハリアー」はコロナ禍ながらも発売後1ヶ月の受注台数は約4万5000台と、大ヒット作となっている。

実は先代の4代目RAV4は北米をメインとした海外専売モデルだった。そして先代の3代目ハリアーは日本国内専売モデルだった。新型ではRAV4を国内導入し、ハリアーを北米(車名はヴェンザ)へと輸出する。要はいずれのモデルも国内外で販売することになったというわけだ。これは同じ「GA-Kプラットフォーム」を採用するRAV4とハリアーを、同じチーフエンジニア、同じ開発チームが同時並行的に開発を進め、明確な差別化、棲み分けが実現できたことによる成果といえる。

<p>ボディサイズは全長4600×全幅1855×全高1695mm(BLACK TONE)。ベースのRAV4より内外装をスポーティな仕立てとしている。</p>

ボディサイズは全長4600×全幅1855×全高1695mm(BLACK TONE)。ベースのRAV4より内外装をスポーティな仕立てとしている。

<p>大容量・高出力のリチウムイオンバッテリーを備え、システム最高出力306psを発生する、新開発のプラグインハイブリッドシステム(THS II Plug-in)を採用。</p>

大容量・高出力のリチウムイオンバッテリーを備え、システム最高出力306psを発生する、新開発のプラグインハイブリッドシステム(THS II Plug-in)を採用。

<p>インテリアはブラック基調としスポーティさと上質感を高めた。9インチディスプレイも標準装備。</p>

インテリアはブラック基調としスポーティさと上質感を高めた。9インチディスプレイも標準装備。

<p>走行モードには、「EVモード」「AUTO EV/HVモード」「HVモード」「バッテリーチャージモード」などがある。</p>

走行モードには、「EVモード」「AUTO EV/HVモード」「HVモード」「バッテリーチャージモード」などがある。

<p>合成皮革の表皮を用いたスポーティシートを全グレードに標準装備する。上級モデルでは横基調のキルティング意匠で力強さを演出している。</p>

合成皮革の表皮を用いたスポーティシートを全グレードに標準装備する。上級モデルでは横基調のキルティング意匠で力強さを演出している。

<p>ラゲージルームはベースモデルより床面が高くなるが容量は490リッターとされた。</p>

ラゲージルームはベースモデルより床面が高くなるが容量は490リッターとされた。

今日は何する?何着る?

365DAYS今日のVゾーン

2020

Dec. VOL.317

12

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