However, Toyota Motors North America is not holding out much hope for the success of its first modern EV, as the company plans to sell only 10,000 units locally this year. This number is significantly lower than what rival brands achieved in 2022. For example, Volkswagen managed to sell 20,511 ID.4 SUVs last year.
Toyota believes that hybrid and plug-in hybrid vehicles are the way forward, with Chief Scientist for Toyota, Gill Pratt, explaining that pure electric vehicles require plenty of raw materials. Instead of building one EV, the automaker could build far more hybrids or PHEVs.
The company has admitted it needs to shine a light on the forgotten EV and will soon launch a new marketing campaign in May to remind consumers that it actually exists. However, even with the recall and stop-sale now a thing of the past, the bZ4X still has to contend with the Inflation Reduction Act, which gives a $7,500 discount to rivals that are built in the United States.
2023 Toyota bZ4X XLE
The starting price of $42,000 is appealing, but customers may turn a blind eye to the Japanese-built bZ4X when they realize they can get a better deal on an ID.4 or Tesla Model 3. However, there's a possibility that a customer may be able to benefit from incentives should they choose to lease, but this remains unclear for now.
Whether the bZ4X becomes a relative success remains to be seen. It got off to a rocky start, and even though the automaker has come up with a fix, it may be a case of too little, too late for some. Toyota, known for its attentive customer care, tried to take care of affected bZ4X owners by offering loaner vehicles, complimentary charging, and even an extended warranty.
Hopefully, the bZ4X can impact the US market, despite its difficult introduction. With any luck, future electric Toyota models will make a better splash. The automaker would do well to ensure new EVs are assembled in the US so consumers can take advantage of the appealing incentives.
Source: Car and Driver
