Why is the Toyota Prado not called 'Badao'?
2 Answers
When the Prado first entered the domestic market, it was indeed called 'Badao,' and even now, the older generation still refers to the Prado as 'Badao.' The reason for the name change was due to an advertising campaign by Toyota for the Prado. The promotional image featured the Lugou Bridge as the background, with two stone lions in a saluting and bowing posture. To make matters worse, the slogan read: 'Badao, you have to respect it.' Domestic consumers were understandably unwilling to accept this, and Toyota later recognized its serious mistake and renamed the vehicle 'Prado.' Below are some related details: Exterior: The side profile of the body shows no significant difference from the higher-end models. The base model and the next lowest trim cannot be equipped with the 'small backpack' spare tire. Compared to the older models without the 'small backpack,' the body length has increased by 60mm. Additionally, the roof rack has been upgraded to a standard feature across all models. The base model has black exterior mirrors, while the higher-end models feature body-colored mirrors, which gives the base model a slightly cheaper feel. Furthermore, this model lacks rearview mirror heating and electric folding functions. Configuration: A leather steering wheel is standard across all models, but the base and next lowest trims lack the multifunction buttons on the right side of the steering wheel for controlling the central screen of the instrument panel. Also, due to domestic regulations, the 2.8L version has been discontinued. The new Prado is now equipped with a 3.5L naturally aspirated engine, codenamed 7GR-FKS, and includes an automatic start-stop function.
I've driven Toyota SUVs for many years and remember when the 'Prado' first entered the Chinese market with its quite popular name 'Badao' (meaning 'Overbearing'). Later, I learned about a controversial advertisement in 2003 where a Prado was parked in front of a stone lion, which was accused of cultural discrimination. The incident quickly escalated, and Toyota, concerned about the impact on brand favorability, decided in 2004 to simply change the name to the phonetic translation 'Prado'. The name 'Prado' sounds more international and softer, avoiding the strong negative connotations of 'Badao'. After the name change, the vehicle itself remained unchanged—still a rugged off-roader—but the brand image shifted from aggressive to professionally neutral. I think this adjustment was quite wise, avoiding unnecessary cultural conflicts and aligning with Toyota's global strategy. Nowadays, everyone is accustomed to using 'Prado', and it no longer feels odd.
