Toyota Reveals Its Secret For The Electric bZ4X

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.

More Articles for You

Mercedes-AMG Reveals New GLC43 Coupe With 48V Hybrid In Malaysia

Mercedes-AMG has certainly been busy launching new products in Malaysia recently. In addition to unveiling the SL63 and G63 during …

Mercedes-AMG Launches New SL63 M+ In Malaysia

Entering the Mercedes-AMG Malaysia lineup alongside the SL43 and G63 will be the sporty SL63 4Matic+, a car that was …

New Mercedes-AMG G63 Blasts Into Malaysian Showrooms With V8

To clear up any confusion, this is not the fully electric G-Wagen. What we have here is the new Mercedes-AMG …

New Fully-Electric MINI Aceman Debuts In Malaysia

MINI’s heritage dates back to 1959, when Sir Alec Issigonis designed the two-door Mini thus creating an icon. The brand …

Teaser Alert: BYD Malaysia Hints At New Sealion SUV Debut

As it prepares for a successful year-end, BYD Malaysia has teased another automobile launch this month on its social media …

New Denza D9 Destined For Malaysian Debut In Early 2025

In September, BYD Malaysia announced that the Denza luxury sub-brand would launch in the country in the first quarter of …