Toyota believes that too many Prius models will affect the brand
By Andrew, 13 Dec, 2011. 0 Comments
2012 Toyota Prius V
As the hybrid lineup grows, Toyota Motor Corp. faces a marketing dilemma on how to manage the Prius brand. According to executives, its subline of Prius-badged vehicles would reach the limit when the plug-in version and the Prius C subcompact are launched next spring to join the regular Prius and the Prius V wagon. Satoshi Ogiso, Prius’ chief engineer, said that there won’t be another Prius sibling within two years but that the team is considering bringing in future electric cars or hydrogen fuel-cell vehicles under the Prius umbrella.
Ogiso is worried that if there’s too much expansion, the strength of the Prius brand will be affected. Ogiso estimates that by 2020, the Prius lineup will account for half of Toyota's hybrid sales worldwide. This is a drop from the current figure of around 70%.
So far, these Priuses are small, dedicated hybrids that are distinguished by a streamlined nose and curved roofline. It’s possible that a new Prius model will take away sales from another model but Ogiso said that he isn’t concerned since there will also be quick growth in the overall hybrid market. [source: Autonews]
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