Mini Prius Not For Europe… So Who Is It For?

Though not technically a new debut at this year’s Detroit Auto Show, the “Prius C” concept was probably the most interesting vehicle Toyota showed at Cobo Hall this year. If nothing else, it certainly shows the promise of an expanded Prius brand far better than the “Prius V.” And if there’s a single market where this “baby Prius” can give Toyota’s eco-brand spin-off a boost it would be Europe, where small, efficient cars rule. But, it seems, this is not to be. Autocar reports

The strength of the Japanese yen seems almost certain to keep a production version of Toyota’s near-80mpg hybrid supermini based on the Prius C Concept hatch out of Europe.

The Auris hybrid and forthcoming Yaris hybrid (with which the C Concept, revealed at the recent Detroit motor show, shares a platform) are built in the UK and France respectively, which gives them much stronger profit margins than a small Prius model sourced from Japan.

But isn’t spinning off a brand supposed to be about long-term marketing rather than short-term profits? Isn’t Toyota giving up on ever making its Prius brand a player in Europe by cannibalizing it with a Yaris Hybrid? And if so, why spin off the Prius brand at all? Against the backdrop of Hyundai/Kia’s recent passing of Toyota to become the top Asian automaker in Europe, this move seems all the more short-sighted and reactive. Especially considering that

despite the supermini being unlikely to reach Europe in production form, the concept has been conceived with European-flavoured driving characteristics. “European drivers demand a high level of agility and feedback in their driving, so our planning is taking that into account,” said chief designer Elvio d’Aprile.

It’s ironic: Toyota built itself into one of the most trusted brands in the world through sheer focus… and now it’s headed for an oh-for-two record on its brand spin-offs.