Back
Brand recognition to help Toyota bZ4X sales
TOYOTA is confident that increased brand recognition for the bZ4X nameplate will contribute to significantly improved sales for its battery electric mid-size SUV model in Australia according to its local vice president of national sales, marketing, and franchise operations John Pappas.
Speaking with GoAuto at the Australian launch of the sixth-generation Toyota RAV4 in Tasmania last week, Mr Pappas expressed his confidence in the upgrades made to the bZ4X, and noted that inquiries had increased – even before recent fuel price spikes raised demand for EVs in the Australian market.
“I firmly believe that the new bZ4X upgrade that we’ve made is a very big step up when it comes to the value proposition to a customer,” he said.
“Well before the escalation of the fuel issues that are going on around us right now, we were seeing this massive step-up.
“Then we had the last three to four weeks where we’ve had even further inquiry on the car, because people are getting very nervous about now inquiring on EVs on the back of the fuel situation.”
Further interest in the model has been generated by the imminent arrival of the Touring variant, landing in Australian showrooms in May.
“On top of that we’ve now got the bZ4X Touring coming which is another value proposition because it’s a wagon, it’s got great power, and it’s got extra luggage space. It gives us a new conversation, and we’re excited about that.”
It has taken time for the bZ4X to garner brand recognition, as was the case for Toyota’s hybrid models according to Mr Pappas. However, its increased familiarity has improved the model’s sales outlook.
“We have obviously got such breadth across our range of hybrids, but hybrid technology has taken us over 20 years to (get to a level where it can now) penetrate 50 per cent of our sales,” he added.
“Now, we’ve introduced a new nameplate, which was the bZ4X in 2024, and at that time brand familiarity with ‘bZ’ was quite low.
“In time – a bit like hybrid – we saw the ‘bZ’ get increased familiarity and increased consideration, which is good.
“And now, obviously, with the latest (fuel price) situation – and a very good step up in the value of the bZ4X – we believe it is going to do five times (as many sales as) it did last year.”
Toyota bZ4X sales were slow when the model first arrived in Australia, mustering just 977 deliveries in 2024 and 1041 during 2025.
Meanwhile, the Tesla Model Y – Australia’s best-selling mid-size electric SUV in 2025 – posted 22,239 units sales in the last calendar year.
However, an update for the bZ4X was rolled out in Australia in December last year, which added a larger battery and more powerful electric motors – factors that have evidently increased the model’s appeal in the eyes of local buyers.
The two-wheel drive model received a 15kW/2.6Nm power and torque increase, while the all-wheel drive models’ power output increased by 92kW.
Its lithium-ion battery capacity was increased from 71.4kWh to 74.7kWh, resulting in a driving range increase of 155km and 106km on the WLTP cycle for the 2WD and AWD models respectively.
Prices were also slashed to the tune of $10,010 for the entry-level two-wheel drive model and $6910 for the all-wheel drive variant with the update.
The bZ4X range now starts from $55,990 plus on-road costs for the entry-level 2WD model, rising to $67,990 + ORC for the AWD version.
The incoming Touring model serves as the new flagship of the range and is priced at $69,990 + ORC.