In an automotive twist that could very well have brought peace to the world of nonsensical car naming, Toyota is reportedly retiring the name “bZ4X” for its electric crossover. The name, widely regarded as a cryptogram designed to unlock a futuristic doomsday device, will soon be laid to rest in the annals of uninspired marketing decisions.
According to a report, a Toyota executive in Quebec, the “bZ4X” name is on its way out—at least in Canada, though the world is likely cheering in solidarity. The bizarre alphanumeric jumble has been compared to everything from Netflix log-in codes to serial numbers on IKEA furniture. Despite its cryptic vibe, Toyota insists the name has meaning: “bZ” stands for “Beyond Zero” (referring to the company’s emissions goals), the “4” represents its size, and the “X” points to its crossover body style. But to average car buyers, it just sounded like the result of a cat walking across a keyboard.
Critics (not us of course) have long argued that the name tarnishes the perception of an otherwise competent car, joking that even Toyota employees break into a cold sweat pronouncing it. Meanwhile, Subaru’s twin version of the vehicle, the “Solterra,” managed to escape ridicule, partly because it sounds less like a high-security password and more like the protagonist of a space-western TV series.
Suggestions for the bZ4X’s new name include recycling something familiar, such as “RAV4 EV.” This makes sense, as the faithful RAV4 sold 445,000 units in the U.S. last year compared to a paltry 9,329 units for the bZ4X. Alternative suggestions from online forums include calling the car “Toyota Steve,” simply because it’s clear, direct, and unlikely to get flagged by CAPTCHA filters.
In light of the potential rebranding, Toyota fans and auto nerds are clamoring for answers. Some speculate that the change is part of a larger trend of EV makers choosing recognisable, human-friendly names. Others theorise that Toyota’s marketing department just grew tired of hearing customers ask if the bZ4X required a firmware update before driving.
Regardless of the new name, one thing’s for sure: Toyota’s decision to retire “bZ4X” is a step “Beyond Zero” confusion. Let’s just hope the next name doesn’t sound like a Wi-Fi network at the local coffee shop.
