Toyota to use ‘Prius’ name on more hybrid models in the U.S.

Toyota Prius Badge

At a dealer meeting in Las Vegas on Tuesday and Wednesday, the Japanese automaker told dealerships that it will use the Prius name on more hybrid models in its U.S. lineup. Toyota dealer Earl Stewart said that the Prius name would be attached to “a family of models” using similar hybrid powertrains.

“The Highlander hybrid and Camry hybrid do OK, but calling it “˜Synergy Drive’ never resonated with consumers,” Stewart told Automotive News. “But they can make hay on the Prius name. It’s a magic name. If somebody says “˜I drive a Prius,’ everybody knows what he means.”

Toyota Motor Sales’ COO Jim Lentz has been pushing for a multi-platform Prius for more than a year now. Stewart said that Toyota will have a range of Prius hybrid models “but Prius won’t be a separate sub-brand like Scion.”

2010 Toyota Prius:

– By: Kap Shah