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Toyota to launch new sub-brand in China in 2015

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Toyota will launch a new sub-brand in China in 2015, it will be positioned under the Guangzhou-Toyota joint venture. The new sub-brand will be called Lingzhi (领志) in Chinese and Leahead in English. Leahead stands for ‘Leap Ahead’. The brand will focus on cheap electric cars aimed at young and hip car buyers in China.


The Leahead brand was previewed at the 2013 Shanghai Auto Show when Toyota launched this kinky yellow concept car, at the time without a name, previewing a hip electric car for hipsters. The first Leahead production car will debut on the 2015 Guangzhou Auto Show in November next year, likely based on the Toyota Yaris L that is manufactured in China by Guangzhou-Toyota. No word yet on price but an EV of that size won’t go for less than 150.000 yuan.

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