Toyota is revving up its US manufacturing ambitions. Last month, it announced—or seemed to announce—plans to invest up to $10 billion across its American operations over the next five years: a pledge that arrived just as its first US-based electric-vehicle battery plant officially began production. The Japanese automaker, which has been building cars in the US since the 1970s, framed the expansion as a milestone moment in its long American road trip.
The new battery facility in Liberty, North Carolina—Toyota’s only such plant outside Japan—comes with a separate $14 billion price tag. It also promises to create up to 5,100 jobs. Production has already begun on batteries for the Camry HEV, Corolla Cross HEV, RAV4 HEV, and a still-secret EV model.
“Today’s launch of Toyota’s first US battery plant and additional US investment up to $10 billion marks a pivotal moment in our company’s history,” Ted Ogawa, CEO of Toyota Motor North America, said in a statement. “Toyota is a pioneer in electrified vehicles, and the company’s significant manufacturing investment in the US and North Carolina further solidifies our commitment to team members, customers, dealers, communities, and suppliers.”
Transportation Secretary Sean Duffy applauded the expansion, calling it “the latest show of confidence” in the Trump administration’s reshoring efforts.
Not So Fast
According to Reuters, Toyota public affairs officer Hiroyuki Ueda then clarified that the company never explicitly promised the new investment.
Turns out, Toyota only confirmed that it invested roughly $10 billion in the US during President Trump’s first term: and despite Trump suggesting a new pledge, the company says no such commitment was made, noting instead that by 2021 under President Biden, it had already boosted its total planned US investment to nearly $13 billion, including some 600 new manufacturing jobs.
“We didn’t specifically say that we’ll invest $10 billion over the next few years,” Ogawa said, adding that Toyota remains committed to its ongoing US investment and job creation.
But with global automakers increasingly seeking American factory space—Hyundai, Honda, Nissan, Rolls-Royce, Volvo, and Volkswagen among them—Toyota’s announcement underscores an industry-wide trend: In the age of tariffs, supply-chain anxiety, and political whiplash, expanding in the US is the path of least resistance.
