WHY TOYOTA IS NOT PERFORMING GOOD IN PLUG-IN CARS?

If we follow Prf. Clay Christensen Innovator's Dilemma -Harvard Business School- the answer would be that a company leading Technology A, will not be the leader in Disruptive Technology B. Toyota is first class leader in Hybrid cars, having announced that 18 new models will be launched in the next 3 years, but in electric plug-in cars is getting behind its rivals.

I am not, in this particular case, a follower of Prf. Christensen theory. I think that electric cars are very far from they have to be in order to represent a real market alternative. I can not imagine massive purchasings of electrical cars just to drive from home to work in medium sized towns.

If one day the electric car is seriously in the market it will not be a plug-in car. This is the technological challenge that Toyota, for the time being, is not interested in. Hybrids will have a more brilliant future and Toyota is convinced about.