REPORT: Toyota looking to apply Prius name to other hybrid vehicles, but not as a sub-brand
Not long ago, we wondered just how steep the hill of customer acceptance is for a new technology like the Volt is. The question was how well the Chevy Volt and the Voltec powertrain could compete with the established Prius brand? Toyota, for its part, apparently thinks it's worth spreading the Prius name around a bit onto other hybrid vehicles. According to Automotive News (subs req'd), Toyota executives told a meeting of Toyota and Lexus dealers in Vegas this week that the company will put the Prius name on more U.S.-market hybrids. While Toyota hybrids currently share the "Hybrid Synergy Drive" designation, that certainly doesn't have the same instant recognition as "Prius." When was the last time you heard someone say, "Yeah, I drive a car with Hybrid Synergy Drive"? Toyota has repeatedly said – and said again in Vegas – that there won't be a Prius sub-brand, so we're trying to wrap our minds around a potential Highlander Prius. Is that what this could lead to?
[Source: Automotive News (subs req'd)]
Reader Comments (Page 1 of 1)
Dan 11:55PM (9/18/2009)
I wont assume this article clearly states what Toyota is thinking (no offense to Sebastian)... then again I'm not sure Toyota is thinking clearly based on this... if a Highlander Hybrid could be called "Highlander Prius" does this then mean the Prius will become Prius Prius???
( I am being in part sarcastic )
Reply
belgian-beer 12:39PM (9/19/2009)
bad move
Reply
Chris M 2:13AM (9/20/2009)
They could make up a name like GM did with "Voltec", perhaps something like "Pria-Tec" or "Pro-Drive" ("Pri-Tec" sounds too much like "pretext", an excuse)
Or maybe keep the "Hybrid Synergy Drive" but shorten it. HySyn, maybe? Wicked!
I'm beginning to see why coming up with good names can be such a challenge!
Reply
Earl Killian 1:09PM (9/21/2009)
So what will the Prius be then? The "Prius Prius"?
Reply