Peter Lyon
October 29, 2024
Toyota has just unveiled its new marketing campaign for the bZ4X, “A Secret Worth Sharing,” spreading the word that Toyota does make an all-electric vehicle.
Many pundits may have been in doubt after the manufacturer balked at several chances to join the rest of the world in launching EVs, but postponed each time. Then, when it finally did debut the bZ4X two years ago, the carmaker was hit with an untimely recall as wheels started separating from the SUVs forcing them to be removed from showrooms. Toyota recalled all crossovers, taking over 6 months to correct the issue. A bitter start to its first-ever EV.
Now Toyota’s first EV is back—repackaged and with more bells and whistles.
“The bZ4X campaign highlights how Toyota’s all-electric SUV is a secret worth sharing,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “The bZ4X blends modern design with advanced technology specifically developed to simplify zero-emission driving, backed by the quality, durability and reliability of a Toyota.”
At least the reliability mentioned here is real as Toyota has a great record with JD Power and Consumer Reports in the reliability and safety realms.
The new bZ4X campaign was developed using Toyota’s long-standing Total Toyota (T)2 marketing model that integrates efforts to create a cohesive marketing approach inclusive of multicultural models. The T2 marketing and the mainstream marketing team includes Saatchi & Saatchi and Intertrend.
In partnership with world-renowned Asian director, Tarsem, Intertrend connects popular Asian cinema genres to showcase the all-electric Toyota bZ4X as the hero who saves the day. In the TV spot “Monster,” a monstrous crab has taken over a town, and all the gas stations are out of commission. A man in a bZ4X approaches a frightened woman and rescues her by offering her a ride. In the spot “Tears,” a tearful woman expresses that she cannot be with her true love because her family only drives electric vehicles. She then discovers that her true love drives a Toyota bZ4X, which is even better.
CARLIST THOUGHTS
Toyota certainly needed a strong, catchy campaign to bring the bZ4X back to life after its very rocky start. By using industry giant Saatchi & Saatchi, it means that Toyota is dead serious about resurrecting the bZ4X name. It’s just a pity that it range—at around 400kms— is not a little longer.
