Why the obsession with Tesla? No Toyota models compete with Tesla models. Tesla buyers are early adopters, people who are willing to buy and use a new-technology product as soon as it is available; Toyota buyers are not early adopters. But the market for late-adopters is larger than early-adopters.
The competition for the Toyota bZ4X will be the VW ID.3 and ID.4, and compact and mid-size (2-row) crossover utility vehicles (the best-selling market segment). Specific models include Ford Escape, Honda CR-V, Toyota's own RAV4 and Harrier/Venza, and especially the hybrid and plug-in hybrid versions of these crossovers.
To successfully compete in the highly-competitive compact crossover segment, the bZ4X will have to be priced competitively against the Escape, CR-V, and RAV4 and Harrier/Venza, taking into consideration any incentives. I believe that if the bZ4X is priced at about Cdn$35,000 (after incentives), which is about $2,000 more than a base RAV4 Hybrid and $10,000 less than a base RAV4 Prime, it should sell.
The following news item from a Canadian source suggests that the bZ4X's modest specifications will keep the price below the limit for Canadian EV incentive eligibility.
The Japanese giant's fully electric take on its RAV4 has us asking one question: what's the price?
driving.ca
The maximum incentive in Canada is $5,000 (not including any separate, additional provincial incentives); the maximum retail price of an EV or HEV to be eligible is Cdn$45,000.
Searching the list of eligible EVs shows that Audi A3 Sportback e-tron and a number of BMW models are eligible, but no Mercedes-Benz, Lexus or Tesla models. The Prius Prime and RAV4 Prime are eligible. So even the German luxury brands strategically price their EVs and HEVs to be able to take advantage of the Canadian EV incentive. Toyota should take advantage with the bZ4X, and Lexus should take advantage of this incentive also.
List of eligible vehicles under the iZEV Program
tc.canada.ca