Filed under: Hybrids/Alternative, Green, Toyota
Toyota may build individual brand around the Prius
Automotive News sat down with Kazuo Okamoto, Toyota's executive vice president of R&D, in Geneva to discuss the Prius and the automaker's future hybrid offerings. While the interview was short on details, when AN asked whether or not the Prius could spawn its own brand based on the popularity of the hybrid sedan, Okamoto responded in the typical parsed words of an exec talking to a reporter. "We are studying that, but I can't say what stage of the study we are in." Okamoto went on to say that utilizing the Prius' platform for other body styles – including a coupe, sedan or wagon – "is possible." Okamoto remained silent on anything of real substance, but his few comments confirmed what's been assumed for some time: Toyota is looking to capitalize on the sales success of the Prius and the green identity it's forged since its introduction.[Source: Automotive News – Sub. Req.]
Reader Comments (Page 1 of 1)
Justin 8:13AM (3/10/2008)
Perhaps this should've been Scion, since the new line of Scions look to be turds anyway.
Is Toyota making the mistake GM made...too many sub-divisions?
Reply
FThorn 8:15AM (3/10/2008)
Yeah, pundits thought Chrysler should build a PT Cruiser line/division. Uh-huh.
It's just a technology. You should build around MARKETS, not tech.
Reply
MemphisNET 9:19AM (3/10/2008)
PT Cruiser and Prowler were supposed to be the revival of Plymouth, but the Cruiser was rebadged a Chry, and the Prowler was moved over for its last year.
Looks like someone just dug up a story/rumour from last year to see if anything has changed, and.. nope. They're still thinking about it. Isn't offering hybrid on every model enough?
FThorn 4:24PM (3/10/2008)
What I'm saying is that many in the industry thought Chrysler should start a whole line of Pt Cruisers, as a division equal to Plymouth. Not to revamp plymouth. They were so hyped/popular that they were forecasting a whole line of retro/updated cars.
Artie43 8:53AM (3/10/2008)
It makes sense. Our Prius is really too small. We would like a minivan or pickup truck option. Toyota's product line is really too crowded IMO. A new division may just solve the problem.
Reply
MajorGeek 9:41AM (3/10/2008)
As a H2 owner, I would LOVE a vehicle like the prius, but it has to be close to one of the ugliest vehicles on road to me. It would be great for about town driving. Im waiting to see if the Chevrolet Volt is produced close to how it looks now, could be a winner.
Reply
Mobius_1 9:46AM (3/10/2008)
Somebody call Jeremy Clarkson
Reply
ed 10:36AM (3/10/2008)
Yeah, I thought this was an old story, too. Nevertheless, I would THINK that the last thing Toyota needs is another division, with Scion struggling (http://goodcarbadcar.blogspot.com/2008/03/scion-struggles-numbers.html) and a technology that MAY only be temporary as a basis for a new brand. And if Toyota and Lexus get progressively more hybrid-oriented, what would the Prius brand stand for? Sounds like Chevrolet, Pontiac, and Cadillac of a former day. The performance division didn't have a Corvette, the value division did, and the luxury division built cars for our grandparents.
Reply
Calguy 12:07PM (3/10/2008)
Didn't we hear this about a year ago? I could swear that Toyota announced that in the future, all Prius and their offspring would be of the 'Prius' brand.
Btw. I just rode in one yesterday- a NYC taxi. It's a pretty brilliant car. Limo leg room, enough head room, just as fast as anyone really needs or more importantly, employes.
Reply
Tool 1:39PM (3/10/2008)
This really shouldn't be surprising. Toyota has been creating a number of sub-marquees under the Toyota aegis.
- Trucks
- Scion
- and now Prius.
It makes sense from a mental model standpoint. Because these are all very different vehicle lines, with a different customer base, and it allows Toyota to market and sell and service these customers much differently than the "traditional" Toyota customer.
Of course, you could argue that they haven't executed real well lately, but generally speaking they get it right.
Reply
hippo 1:22AM (3/30/2008)
i really not a Prius fan. i really hates the Prius's HID lights.....it has very poor focus on the road...and hurts people eyes when they're looking at the rear view mirrors.
btw, i've heard that the Prius battery last for a long time, but if it fail the whole set of battery cost about 5K total.
Hybrid and electric motors is old news, i am more interested in compressed hydrogen cars.
Reply