► Toyota throws in the towel over ‘bZ’ names
► Brand will revert to ‘familiar nameplates’
► Strategy starts with new C-HR+
Toyota has decided to kill off the strategy of naming its electric cars under a ‘bZ’ codename with all future electric models in Europe – starting with the new C-HR+.
‘The C-HR+ marks the start of a new naming strategy in Europe,’ says Andrea Carlucci, Toyota Europe’s vice president and head of product planning. ‘BEVs will be named after existing and familiar Toyota nameplates, and the approach will be expanded as more BEVs become an integral part of Toyota’s line-up.’
For reference, the outgoing nomenclature stood for ‘beyond Zero’, followed by a number to dictate the rough size of the car – with an optional X to dictate an SUV model.
The only bZ model that ever launched in Europe is the bZ4x, which will remain named that way given it’s currently already on sale. Other bZ cars are on sale in China, including the bZ3, bZ3X and bZ3C (the C standing for coupe) – as well as the bZ7. Those cars will keep their names.
‘I think it was a very considered discussion,’ says Carlucci, ‘I think we decided to disconnect us from something that is still brand new to something that has been clearly updated. For all new models to come, outside of the 4X, will be named after these existing nameplates – it’s a strategic decision.’
So… why change it in Europe? The name arguably felt confusing and deeply clinical to plenty of customers, and likely didn’t help to create interest in Toyota’s first production BEV for Europe – the bZ4X. Given the model is already on sale, and Toyota has unveiled a new, heavily revised version of the bZ4X – the name will remain in place this time around.
‘For me, it would have been even worse to change a nameplate of a vehicle which already exists. We have this proliferation of body types and powertrains, and you have a big number of vehicles to create a whole new line-up for,’ adds Carlucci. ‘We believe that [this new strategy] creates much more familiarity with the cars, and also creates marketing efficiencies.’
While Carlucci points out that the new strategy started with the C-HR+, one could argue that the strategy also includes the recently unveiled Urban Cruiser. The predicted name for that was the bZ2X – but a nameplate that hadn’t been used in Europe since 2008 was used instead.