2010 Detroit: Toyota concept previews new hybrid and brand

By John LeBlanc DETROIT - Toyota's FT-CH concept is pulling double duty. Not only does is signal a potential production compact hybrid, the Japanese automaker says it also points to the long-rumoured plans to expand the Prius brand. Toyota has said it wants a hybrid version of each of its models available by 2020. Designed in Toyota's European studios, the FT- CH (as in Compact Hybrid) may fill the gap created when the new third-gen 2010 Prius moved up to the mid-size class. Compared to the mid-size Prius, the five-door hatchback concept has a about 150 mm shorter wheelbase and is about 560 mm shorter overall. Think Honda Fit, and you have a pretty good idea of the FT-CH's proportions. So, about that new Prius brand... Toyota said "developing a Prius family 'marketing strategy' for North America that will take full advantage of the Prius brand equity.  While the strategy is still in process, it will require additional models to qualify as a family; among others, the FT-CH is a concept that is under consideration." Do you think the Prius brand has enough equity to be expanded beyond the current model? With the Toyota motherbrand, premium Lexus, and forthcoming "youth-oriented" Scion, do you think Toyota is on the same path as GM with too many cars and too many brands? [Source: Toyota]

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