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Miami Herald
21-05-2025
- Automotive
- Miami Herald
Automakers Rebrand Electric Vehicles, Drop Confusing Badges
"What's in a name?" Shakespeare asked. When it's a car we're talking about, a badge can mean a lot. And that's why a number of automakers have begun rethinking the nameplates they've been saddling their battery-electric vehicles with. Volkswagen, for one, said this week it will walk away from the "ID" badge used for its growing line-up of EVs. It follows Mercedes-Benz which will give up on its largely meaningless "EQ" alphanumeric nomenclature, and Toyota officials told Autoblog they're ready to walk away from the "bZ" badge as new EVs come to market. "Initially, these names sounded good on paper…as a way to distinguish their EVs from the rest of the line-up," said Stephanie Brinley, principal auto analyst with S&P Global Mobility, "but as the model range expands, it becomes more confusing." Since it launched one of the most expensive EV development program in industry history, the Volkswagen brand has distinguished its all-electric products with the ID nomenclature, initially followed by a number indicating the vehicle's size class. That started with the midrange ID.4 to which VW has since added the smaller ID.3 crossover, the bigger ID.5, and the sporty ID.7 sedan. It began to break with that strategy with the launch of the microvan. And, going forward, the German marque's EVs "will get proper names again," Martin Sander, Volkswagen's marketing and sales chief told German business publication Auto und Wirtschaft. The automaker already has referred to the microvan as simply "Buzz" in some situations, and the new approach is expected to formally appear with the launch of production versions of the and ID.2all concept vehicles – which are widely expected to be badged Up and Polo, respectively. When Toyota launched its first modern EV a couple years ago, it saddled the electric crossover with the ungainly bZ4X badge. While that's likely not the primary reason while sales have lagged expectations, it certainly didn't help, acknowledged the brand's marketing chief Mike Tripp. So, with the debut of a major 2026 update, the EV not only gets more power, more range and more tech features but a newly shortened name, bZ. And a new off-road-oriented variant blends adds a more conventional moniker, bZ Woodlands. And once the EV goes through a major makeover, several officials told Autoblog on background, it will likely adopt the name of one of Toyota's existing, non-electric model lines. That's expected to happen with other EVs set to debut over the next 12 to 18 months. "We're going to stick with conventional names for future electric vehicles," Toyota brand marketing chief Mike Tripp said in an interview. "It always makes sense to use an existing product name because it has awareness," Tripp explained. We've already heard from Mercedes-Benz, which will downplay the alpha-format EQ badging used for its recent EV entries, such as the flagship EQS line. The shift starts with the launch of an all-electric version of the classic G-Wagen. Originally set to be dubbed EQG, it instead will come to market as the G580 with EQ Technology. Expect that approach to continue with other upcoming battery-electric models, while the current EQS, EQE and EQB models will eventually be rebadged, as well. That said, Mercedes will still make things a bit confusing, using the "e" designation for hybrids, such as the S580e. And there'll be a unique moniker for electrified AMG products. Some brands are simply adding a letter to designate "electrified" models, as BMW does with its "I" entries. The Chevrolet brand has retained familiar badges, adding EV to the end of names like Equinox, Blazer and Silverado. So has its sibling, GMC, with the Hummer and Sierra EVs. Curiously, General Motors' flagship Cadillac brand moved away from its own, oft-criticized alphanumeric approach when it went electric. While gas models have been saddled with soulless badged like CTS and XT5, its first all-electric offering went with the cute, if quirky Lyriq nomenclature. Optiq and Vistiq will follow, while the battery-electric version of the brand's SUV flagship has been dubbed Escalade IQ. With so many more EVs to come, other manufacturers are starting to rethink their own naming policies. Hyundai's approach, blending "Ioniq," with a number indicating the vehicle's size, works for now, as does sibling brand Kia's approach with models like the EV4, EV6 and EV9. But the two Korean carmakers plan to bring out more than a dozen all-electric offerings and may run out of alphanumeric options at some point. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
Yahoo
07-04-2025
- Automotive
- Yahoo
Toyota's All-New 2025 4Runner Campaign Ventures 'Into the Wild'
A Magical Journey Inspired by an Awe-Filled Adventure PLANO, Texas, April 7, 2025 /PRNewswire/ -- Toyota is inviting drivers to rediscover adventure with its latest marketing campaign, "Your Window to the Wild," celebrating the all-new 2025 Toyota 4Runner. Staying true to its legendary heritage while integrating premium comfort and cutting-edge technology, the redesigned 4Runner is built for those who seek the thrill of exploration – whether navigating city streets or connecting to the awe of the great outdoors. Experience the full interactive Multichannel News Release here: "This campaign captures the essence of adventure that has defined the Toyota 4Runner for over 40 years," said Mike Tripp, Group Vice President of Toyota Marketing. "The 2025 4Runner blends rugged capability with modern innovation, inspiring drivers to embrace the magic of the outdoors." Created by Saatchi & Saatchi, the campaign features a 30-second and 15-second CTV spot "Into the Wild," as well as a variety of 6-second and 15-second NLV spots including "Full Screen," "Jam Session," and "Unsteady Ground," directed by Peter Thwaites. Each spot captures the spirit of the 4Runner, showcasing its ability to inspire confidence and find adventure at every turn. In "Into the Wild," a father and daughter explore the mountains in their all-new 2025 Toyota 4Runner set to the tune of Lord Huron's La Belle Fleur Sauvage. Noticing his daughter glued to her tablet, the father decides to change direction, igniting her sense of awe-filled adventure. As the 4Runner conquers rugged terrain, playful forest creatures mirror its spirit of exploration. The daughter is captivated with wide-eyes and engaged with the world around her. The spot closes with them setting up camp under the open sky, fully present and immersed in the wild. In more feature focused content, the creative continues in that same world, catching these physical manifestations of the awe experienced in the 4Runner while interacting with the vehicle. From a mischievous group of stick and acorn creatures admiring the legendary power rear window and available JBL FLEX portable Bluetooth speaker, to an ancient rock colossus rising from centuries long slumber to catch a glimpse as the 4Runner makes its way over the rocky terrain. The Hispanic creative campaign, "4Runner Landia," takes the all-new 2025 4Runner launch to unexpected territory. Blending the excitement of off-road adventure with the dream of land ownership, the campaign invites adventure seeking Latinos to enter a contest for a chance to win an all-new 2025 Toyota 4Runner and a piece of land of their choice to create their ultimate playground. The campaign features a 30-second video, directed by Eric Maldin, starring a charismatic realtor who showcases the stunning views both inside and outside the all-new 4Runner. In addition, a custom real estate listing on places the all-new 4Runner in a space where car campaigns rarely venture. Created by Conill, the campaign includes additional digital and social content promising to inspire those who crave awe-inspiring adventure. The contest runs from April 14 to May 26. Media PlacementsThe all-new Toyota 4Runner campaign is a fully integrated campaign extending across CTV, digital content, digital video, paid social, programmatic, streaming audio, and experiential. Digital content/video includes partners such as Amazon Music Live, Canela Media, Discovery Channel en Espanol, Gear Patrol, Google Maps, Google TV, Huckberry, Hulu Latino, National Geographic, NBA, Netflix, NWSL, Outside, Outside TV, Paramount+, Peacock, Preakness, Premier League, Prime Video, ROKU, Sphere, Stagecoach Music Festival, Telemundo, The Dyrt, Univision, ViX, WMBA, Wunderking, YouTube, and more. Partnerships/programming highlights include Magnite, OpenX, Outside TV, Samba TV, YouTube, among others. Paid Social runs across Meta, Pinterest, Reddit, and Snap. The campaign spots are available for viewing here. For images and credits, please click here. About the 2025 4RunnerThe 2025 Toyota 4Runner is built for adventure, combining legendary capability with modern innovation in an all-new design that stays true to its rugged heritage. With a bold, athletic stance and refined details, the all-new 4Runner is ready for any terrain. Its chiseled exterior features the signature power rear window and a reinforced body-on-body frame construction, ensuring durability and versatility for every journey. Available in a range of grades, including SR5, TRD Pro, TRD Sport, TRD Sport Premium, TRD Off-Road, TRD Off-Road Premium, Limited, all-new Platinum, and the all-new Trailhunter, the 2025 4Runner offers a choice of two powerful and efficient i-FORCE powertrains. The standard i-FORCE engine delivers 278 horsepower and 317 lb-ft of torque, while the i-FORCE MAX hybrid system ups the ante with 326 combined net horsepower and an impressive 465 lb-ft of torque. Both powertrains are paired with an advanced 8-speed automatic transmission for smooth performance on and off the road. Designed for exploration, the 2025 4Runner offers advanced off-road capabilities, including available Multi-Terrain Select, Crawl Control, and an electronically locking rear differential. The all-new Trailhunter grade is purpose-built for overlanding, featuring suspension enhancements and off-road accessories straight from the factory. The 2025 Toyota 4Runner has a starting MSRP of $40,770 for the SR5 grade, excluding the Delivery Processing and Handling fee. All prices are subject to change. About ToyotaToyota (NYSE: TM) has been a part of the cultural fabric in North America for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships. Toyota directly employs more than 64,000 people in North America who have contributed to the design, engineering, and assembly of nearly 49 million cars and trucks at our 14 manufacturing plants. By spring 2025, Toyota's plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, Toyota currently offers 31 electrified options. For more information about Toyota, visit Media Contacts:Adam LoveladyToyota Motor North Kimberly HarmsSaatchi for View original content: SOURCE Toyota
