Toyota Considers Full Prius Range
In his seminal work "The Origin of Competitive Strength," former Toyota chief of Product Planning Akira Kawahara claimed that platform-sharing was a main source of early strength for Toyota. As proof that Kawahara-san's strategy of multiple brands on similar platforms still holds favor at ToMoCo, According to Automotive News [sub], the Japanese automaker is considering launching a new Prius brand. Executive VP for R&D Kazuo Okamoto confirms that Toyota is developing plans for an entire Prius range, as "Prius recognition levels [are] rising." Calling the development "a reasonable direction," Okamoto admitted that Toyota may use the Prius platform for coupes, wagons and sedans. Having already invested in a Scion dealership network which is seeing sagging sales, Toyota could leverage some considerable synergy (pun intended) with the introduction of a Prius brand alongside its ostensibly "youth-market" brand. Then again, if Toyota marketers are to be believed, criminals with hearts of gold just want a Prius with a bigger trunk.
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