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Toyota Thinking of Expanding Prius into a Brand

Toyota may try to capitalize on the success of the Prius hybrid by making it into a new standalone brand.

North American sales chief Jim Lentz said the company is considering a Prius brand as it looks to expand its successful hybrid lineup. Under such a scenario, Toyota would apply the Prius name to several hybrids and give them their own showroom in dealerships, much as it does with the Scion brand. The move would, to some degree, mirror Honda’s plan to offer a line of small hybrids, including the Civic, Insight, and sporty CR-Z.

Source: Reuters

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