REPORT: Toyota to use Prius badge on all hybrids?
Lets do some word association. We'll start with the word "hybrid." We're guessing most of you thought of the Prius -- understandable considering Toyota's dual-powered hatch defined the gas-electric market and accounts for the majority of the segment's sales. The next words are "Synergy Drive." Not nearly recognizable to the average car buyer, and that's a problem according to Toyota dealer Earl Stewart. Stewart told Auto Week that the Synergy Drive badging on the Camry and Highlander doesn't do much for consumers -- let alone brand image -- but a plan was reportedly discussed with dealers during a recent meeting in Las Vegas just might do the trick.
Stewart claims that Toyota is looking to slap the Prius name on a family of hybrid models in the future, and he told AW that the plan would work because, "If somebody says 'I drive a Prius,' everybody knows what he means." Stewart adds that while the Prius name could make its way onto the rear of several vehicles, it won't become its own sub-brand like Scion. Toyota COO Jim Lentz has reportedly been pushing for a multi-vehicle Prius lineup for over a year, but AW reports that the Vegas meeting was the first time the plans were discussed in front of Toyota Motor Sales president Yoshi Inaba and Toyota CEO Akio Toyoda.
It's unclear whether all Toyota-branded hybrids would receive the Prius name, but the move makes sense as most Americans associate the Prius name with hybrids. On the other hand, calling a Camry hybrid the Camry Prius could be as confusing as an Abbott and Costello routine.
[Source: Auto Week]
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Reader Comments (Page 1 of 3)
Rick 2:37PM (9/18/2009)
Sounds similar to that Korean car maker that has a sedan and coupe off the same badge....
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Aprime 3:54PM (9/18/2009)
...
Because only the Koreans do it, right (I know you're referring to the Genesis)?
Nevermind Honda, Chevrolet, Pontiac, Ford, BMW...
The whole *having a different badge for a different bodystyle on the same platform* deal is rather 90s, and what's left of this to this day and age is the Matrix/Corolla/TC trio along with the Elantra/Tiburon.
Bloke 4:42PM (9/18/2009)
But this is old news. There was speculation Toyota would use Prius as a sub-brand two years ago.
montoym 5:20PM (9/18/2009)
quote from Bloke:
- "But this is old news. There was speculation Toyota would use Prius as a sub-brand two years ago." -
See, that's why this is different, it's a change from that. There's a difference between a Prius sub-brand and a Prius trim level(effectively).
Previously, they were stating that the Prius may become a sub-brand, like Scion. Now they are pulling away from that and wish to add the Prius branding to their existing hybrids under their current brand names.
This isn't old news, it's a 180 degree reversal on what was the old news.
rlewis01 3:38PM (9/18/2009)
That's a silly idea. Everyone will think every Toyota is a Prius...
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chconline 2:40PM (9/18/2009)
You never see me hit E with my MPG... in my Prius!!
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Farmboy 6:21PM (9/18/2009)
That song is hilarious. I rank thee up.
Jack 3:01PM (9/18/2009)
The Prius name should just be shared with vehicles sharing the same platform and synergy system. I can't wait for the Prius coupe that is supposed to be penned by Pinnerferina.
http://woodyscarsite.blogspot.com/2009/09/wagon-pruis.html
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Dustin 2:45PM (9/18/2009)
Might as well. The Prius is more marketing machine than car at this point anyhow.
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Farmboy 6:23PM (9/18/2009)
With the Camaro close behind. Just wait until the Volt arrives. Then every other GM commercial will be how the Volt is the greatest thing ever. Oooooo aahhhhh.
Steve 2:50PM (9/18/2009)
Toyota cars have nothing going for them in the engineering department. Toyota's are badly designed (handling, steering, safety, all terrible), inefficient considering the low power they produce, outrageously overpriced, built on the cheap, and terrible looking to boot.
Frankly, their only selling point is technically useless but emotionally uplifting 'hybrids' that they've peddled on the gullible and ignorant 'green' community. It's no surprise that they are trying to squeeze every last drop out of this gimmick, because without 'eco-guilt' driven hybrids, there would be no reason for anyone to buy the unmitigated crap that Toyota makes.
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MoonRover 2:53PM (9/18/2009)
Bravo, the truth in it's rawest form.
Temple 3:49PM (9/18/2009)
.... it seems every car company now seems to building hybrids, 'useless' by your own words. Half a decade ago, every car company that derided hybrids like you are now making, or plan on making, hybrids (GM, Mercedes, Nissan, VW, even Ferrari).
Hatred for Toyota due to their success is understandable, especially in light of America's fall from grace in the automotive world, but while it may feel good to attack them in the comment section of blog, its another thing to say they are technically un-advanced.
They build plebeian cars, designed for non-car lovers, true, but plebeians are the vast majority of the car buying population. People buy cars for different reasons. granted, they do have the IS-F, and also have LF-A and RWD Toyobaru planned. But they have been building diesels, they have been building hybrids, and 550hp V-10 engines, and plug-ins PHEVs, and EVs.
Luis 3:51PM (9/18/2009)
Jealous, are we?
http://www.boston.com/business/gallery/mostvaluablebrands/
To quote:
8. Toyota
Brand value: $31.33 billion
Founded: 1935
Although Toyota's brand value fell 8 percent over the year, it remained the only auto brand in the top 10.
"Toyota continues to develop its long-term value, however, building on its existing green credentials, announcing plans to create eco-friendly showrooms," the report stated.
Bloke 4:40PM (9/18/2009)
"Toyota cars have nothing going for them in the engineering department. Toyota's are badly designed (handling, steering, safety, all terrible), inefficient considering the low power they produce, outrageously overpriced, built on the cheap, and terrible looking to boot.
Frankly, their only selling point is technically useless but emotionally uplifting 'hybrids' that they've peddled on the gullible and ignorant 'green' community. It's no surprise that they are trying to squeeze every last drop out of this gimmick, because without 'eco-guilt' driven hybrids, there would be no reason for anyone to buy the unmitigated crap that Toyota makes."
Every time there's a post concerning Toyota on these boards I wish I could put money on how long it is before the jingoistic, Klan-like anti-Toyota mob raises its ugly head. Whether you like this company's products or not, the truth of the matter is that while Toyota isn't free from mistakes and its products can seem rather dull, as a company entity it's been an unbridled global success.
the4thheat 8:04PM (9/18/2009)
This was actually one of the funniest posts I've ever read on autoblog. Totally true too guys, this company with zero engineering knowledge and only the marketing power of the Prius somehow overtook all of the big 3 in sales over the last 20 years. And it was all the power of the Prius-which is near infinite of course. Little known fact, there's a hidden mode in every Prius that allows the hybrid synergy drive to also function as a flux capacitor so that you can go back in time 20 years and use the Prius' marketing power to make GM and Ford abandon cars for SUVs while allowing Toyotas to be made without needing engineering.
But instead of having to get up to 88MPH, once you've entered flux capacitor mode you have to drive so efficiently that you manage to hit 88MPG. And instead of an energy wasting flash of energy the Prius just kinda hums quietly along back to 1989. In fact it's so quiet during time traveling that you might find out when you return to 2009 that blind people no longer exist because you hit and run them all during your travels.
JDM Life 3:38AM (9/19/2009)
With every toyota thread the anti-toyotalist show heir ugly heads....
bruceihle 3:41PM (9/24/2009)
Your ignorance defines you
mk 2:51PM (9/18/2009)
What's wrong with just using the word hybrid? That's even more recognizable than the word Prius. They should just swap out the "Synergy Drive" badges for "Hybrid" badges. No more confusion.
Or what's next - putting Camry on all non-hybrids? Land Rover on all trucks?
"Hey, come check out my new Highlander Land Rover Prius".
Yep, that would clear everything right up.
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montoym 4:34PM (9/18/2009)
I'd guess that it's because it's a name that Toyota owns which seperates them from others. Other companies slap the Hybrid name on their cars too.
However, Prius is universally understood and seen as basically a synonym for Hybrid. It's a branding that's taken over the product itself. Kind of like how we say Band Aid when we mean bandage or Kleenex when we mean tissue.
Using the name Prius allows Toyota to differentiate their product from the other "Hybrids'' out there.
It's not a bad move on their part I must say. I wonder what they will call the current Prius though?