* PLS - $2.83 - by 31 Dec 21. Updated *, page-902

Some here might remember that I wrote to Mister Toyoda back in 2017. Having spent more than half of my life as a farmer/station owner, field scientist and professional, remote area specialist fire fighter using various models of Toyota 4x4 HiLux with never a day traveling more than 200KMs I was convinced that an EV version with a solar roof and bonnet for emergency charging would be a number one seller. I pointed out the virtues of added reliability in remote environs, the benefits of silent running for stock and scientific field use and the beauty of cheap refueling costs from solar roof instillations. I was appropriately polite and humble, given I had had some experience dealing with Asian culture, and suggested he might draw from my wealth of experience in the above three sectors and the obvious advantages of an unbreakable Hilux's and have his chaps develops an EV version.
Some weeks later I received his kind reply, and that he thought it a sound idea with merit - blah, blah, blah, and that he would think it over.

Five years later and Ford, Rivian and others have stolen the show with their 4x4 utes, and Toyota languishes with no EV HiLux to be seen. So I guess that's what happens when you don't take experienced, customer feedback/forward seriously.