Could the Prius be Toyota's Next Brand?

The Toyota Prius is arguably the king of hybrids. It was first launched in Japan in 1997, two years before Honda brought its quirky two-seat Insight to market, and provided a stepping stone for Toyota to develop its current Hybrid Synergy Drive technology. It might be true that other manufacturers build hybrid vehicles, but none seem to get the recognition and the attention that Toyota’s futuristic hybrid continues to garner. Stars of the film and music industry are often seen arriving to gala events in their Prius’, while a growing number of politicians and dignitaries have made the Prius their own. And it’s not just like this in North America. This car has received accolades around the world, winning European Car of the Year when it first debuted.

The Prius has also sold reasonably well, since its hybrid drivetrain allows it to qualify for tax rebates. Some cities have even allowed Prius drivers to park their cars on city streets for free. Of course, there’s also the fact that the Prius is cheap to run; its tiny gasoline engine and electrical assistance means that it’s one of the thriftiest gasoline-powered five-seaters on the market.

And while the next generation Prius is slated to arrive in 2009, many are starting to wonder just how far Toyota can push its popularity. Automobile Magazine reports that Toyota is considering creating a new brand that’s named after its wildly successful hybrid car.

In the same way that Toyota targeted luxury car buyers with the Lexus brand name, and youthful tuner-types Scion in the United States, the Prius brand name would be comprised completely of energy efficient, gasoline-electric hybrid vehicles. Like Lexus or Scion, the cars marketed under the Prius name might share mechanical components with certain Toyota models, but they would feature different exteriors and interiors.

From what we understand, the Prius brand name would feature a three car lineup with vehicles called A, B and C. Prius A would be launched in 2009 (coinciding with the estimated launch date of the next Prius), Prius B in 2010, and finally Prius C in 2011. Once the launch of the Prius brand occurs, it is rumored that Toyota will cease to sell hybrid vehicles under its own product name. There hasn’t been any mention of what the vehicles will be like, other than that they’re going to be very much like the Prius that’s currently on sale. Expect all of the vehicles to have futuristic exterior and interior designs, and the latest in hybrid technology.

Interestingly, the plan outlines that the A, B and C will be regular passenger cars which leaves the question of crossovers and sport utility vehicles. Currently, Toyota sells the Highlander Hybrid crossover vehicle, of which the new generation is expected to arrive by the end of the year. Whether or not the Prius brand name accommodates it for future generations has yet to be seen.