Exploitation:
the action or fact of treating someone unfairly in order to benefit from their work
I am having a hard time understanding how Toyota can exploit themselves when it is their name. You can certainly say "watered down" the brand or "riding on the name", which companies do all of the time, but that's certainly not exploitation as their is no other party who is being treated unfairly.
If we want to get in the weeds, the entire Land Cruiser brand is itself an exploitation. It's an American idea (a Jeep), a clear ripoff of a British brand name (Land Rover) with a metric copy of a Chevy engine. Very little original thought there from Toyota (just like the "T-150" that became the 1st gen Tundra

). The only thing they added was better execution and quality.