Toyota sent us a press release announcing with great fanfare a name change for two popular models within its range, namely the two plug-in hybrid products in its family.
We’re talking about the Prius Prime, as well as the RAV4 Prime. In fact, forget the Prime suffix now, because from 2025, we will have to use the letters PHEV to describe these two gasoline models offering a respectable all-electric range (72 and 68 kilometers, respectively).
Both models will now carry a PHEV logo rather than that of Prime.
Quite frankly, this gesture surprises us. Across the industry, what makes a model stand out is its uniqueness, the characteristics that are specific to it. With Toyota’s two plug-in hybrid models, we were entitled to a unique name, to a recognized brand (Prime) like that belonging to Toyota.
The popularity of the RAV4 Prime proved that the name it bore was not a handicap, quite the contrary.
However, by abandoning the name, the company blends in with the crowd by using the same suffix used by the Mitsubishi Outlander PHEV, Ford Escape PHEV, Hyundai Tucson PHEV and Kia Sportage PHEV.
A unique name carries a stamp, a link to the brand. The 4xe signature automatically refers us to Jeep models. The image is strong.
But hey, the decision is not ours and Toyota had its reasons. Unfortunately, the press release issued by the company does not tell us more about these. Cyril Dimitris, the vice-president of Toyota Canada, had this to say regarding the name change:
“Many Canadians already appreciate the advanced power, driving pleasure and remarkable efficiency of Toyota’s flagship plug-in hybrid vehicles. With this slight name change, we are ready to help even more drivers adopt plug-in hybrid electric vehicles in their quest for a more sustainable lifestyle. »
We contacted Toyota Canada for more clarification on the decision. Here is what Romaric Lartilleux, public relations manager, was able to add:
“The main reason for the name change is our desire to standardize the nomenclature of vehicles in the range globally. The RAV4 and Prius only carry the “Prime” name in North America. In other countries around the world, they are called “PHEV”, “Plug-in Hybrid” or just “Plug-in”, depending on the market. From now on, the Prius and RAV4 plug-in hybrid will have the “PHEV” logo on the rear, just as hybrids will have the “HEV” logo, electric vehicles will have the “BEV” logo, and fuel cell vehicles will have the “HEV” logo on the rear. the “FCEV. »
Original content from auto123.
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