In a recent chat with Toyota executives, it was made clear to us that the Japanese automaker has no plan to separate its Prius models from the rest of the company’s lineup. This should squelch current speculation that “Prius” would become a dedicated sub-brand. Although only one Prius model is on sale in America right now, the range will increase to four next year, as Toyota introduces the larger Prius V (which we’ve driven), a plug-in version of the regular car (ditto), and the compact Prius C (recently caught by our spy photographers).
Ed Larocque, Toyota’s national marketing manager for advanced technology vehicles—that means hybrids and EVs—told us that the Prius name is too crucial to Toyota’s larger brand image to spin it off, or even to give it dedicated showroom space, à la Scion. The current Prius is usually the third best-selling car in Toyota’s lineup [behind the Camry and Corolla], and serves as an attainable halo car for the rest of the brand, Larocque explained.
Toyota Prius C concept
With the Prius maintaining a positive reputation even in the face of Toyota’s troubled public image, it makes sense that any models bearing the name—even those with different body styles—would remain under the Toyota umbrella. The Prius is by far the most successful hybrid model ever offered in the U.S.; other than the hybrid versions of the Ford Fusion and Escape, no other hybrid models have gained meaningful sales traction. It remains to be seen, however, if Toyota’s constituency become confused by the Prius badge appearing on many different vehicles.
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Source: http://blog.caranddriver.com/confirmed-toyota-wont-spin-prius-off-as-a-standalone-brand-four-prius-variants-still-expected-within-18-months/
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