Toyota Weighs Spinning Off Prius Brand

Larger, smaller versions of popular hybrid would fill out lineup, exec says
By Nick McMaster,  Newser Staff
Posted Oct 9, 2008 5:00 PM CDT
This Sunday Feb. 18, 2007 file photo shows 2007 Toyota Prius hybrid sedans on the lot of a Toyota dealership in Boulder, Colo.   (AP Photo)
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(Newser) – Toyota may create a separate brand for the Prius, filling it out with new larger and smaller versions of the popular hybrid, the New York Times reports. Advocating for the creation of the brand is James Lentz, president of Toyota’s US sales, who argues that Prius is already a brand in the minds of consumers. The car dominates the hybrid market, accounting for 75% of US sales.