People refuse to buy non-Toyota because of reputation built 20+ years ago.
People claim Toyotas extensive experience with hybrid drivetrains will help them build a better EV.
Neither of these things are relevant in their ability to build an EV today, but they will be factors in selling Toyota EVs. Toyota has spent decades chasing dead hydrogen technology and despite early start with hybrid, their PHEV cars (which amount to a charger and bigger battery) have been really late to the game, to say nothing of their lacklustre and late EVs. People will buy Toyota before a technologically superior Kia simply because of the badge (and associated historical reliability), but I don’t think Toyota will be able to compete with Chinese cars which are technologically superior and significantly cheaper.
One area that I’m not sure that Chinese EVs are comparable is in repairability and longevity. They move fast and optimize for manufacturing, and that may carry over into relatively disposable vehicles. A $20k new car is wonderful but if it has a 5 year lifespan it is more expensive than a traditional manufacturers offering with a standard 20 year lifespan at $40k.