• Reuters, Tuesday, November 3, 2009 11:15 AM

Toyota executives are debating whether to expand the Prius nameplate into a marketing sub-brand for a broad family of low-emission, high-mileage hybrid vehicles, James B. Kelleher reports. But the idea is controversial within Toyota and a decision is more than a year away, according to Bob Carter, the group vp and gm of Toyota Motor Sales U.S.A.

Carter supports the move. "Prius has become such an icon in the market that it is my desire, and the desire by many of us ... that we nurture Prius beyond one vehicle and more into a family of vehicles," he says.

One of the ideas being floated is to make a larger version of the hybrid that would appeal to larger families, as well as a smaller car to meet the needs of consumers who need less space. Carter also says that Toyota, which already offers seven hybrids in its Toyota and Lexus lines, plans to introduce 10 more globally over time.

Read the whole story at Reuters »