Toyota’s first car in its new Beyond Zero brand will be the bZ4X electric SUV. Look for it before the end of 2022.
Car companies love to create new brands. The Japanese Big Three gave us Lexus, Infiniti, and Acura 30+ years ago when they wanted to go upmarket with high profit premium cars. People who would never consider dropping $30000 on a Toyota were happy to spend double that on a Lexus. Such is the power of branding.
In the electric car era, several companies have have created new brands for their battery powered cars. Mercedes has its EQ division, Volkswagen its ID branded cars, BMW uses a simple “i,” while Hyundai is employing the Ioniq moniker for its battery electric cars. While all those companies have been ramping up EV offerings, Toyota has been largely content to hang out in the background and sell variations of its Synergy hybrid powertrain, cars it often misleadingly characterizes as “self charging electric cars.”
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