There is talk that Toyota plans to set up Prius as a separate brand. Again.
The idea comes from James E Lentz III, president of Toyota Motor Sales U.S.A. He points out that the Prius accounts for 75 percent of all the hybrid-electric cars sold in the U.S. and the U.S. accounts for 65 to 70 percent of all Toyota hybrids should around the world.
He is discussing the idea with Toyota execs in Japan.
The next generation Prius is expected to be exhibited at the 2009 Detroit Auto Show in January. It will be larger than the current Prius and will initially be imported from Japan. It is expected that in 2010, the new Prius will be manufactured in a plant in Mississippi.
A hybrid car carrying the Lexus badge will also be shown at the show as well.
The new Prius brand could be similar to Scion and will only be offered as a separate brand in the U.S. Regardless of whether Prius will be offered as a separate brand or not, it will continue to be sold in Toyota dealerships.