Toyota to use ‘Prius’ badge on other models in the U.S.

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...
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enthusiastx11 - 9/18/2009 2:13:12 PM

-6 Boost

makes sense. again, they are brilliant marketers at toylex!

MSP6 - 9/18/2009 5:55:35 PM

+1 Boost

Introducing the Lexus LS600 ActivePRIUSsynergyDrive

XYZZ - 9/18/2009 9:05:27 PM

+2 Boost

makes sense to me.

just as Kleenex the brand name has largely co-opted in popular use, "facial tissues" to the point a lot of generic brands are also called kleenex...

"Prius" may well become the popular term for ALL hybrids.