New Prius Models

Toyota Motor Co. says it will reveal a family of four Prius models through its press conference at next month’s North American International Auto Show in Detroit. In addition to the current third-generation Prius hybrid sedan and a plug-in hybrid version of the same car, the company says it will bring in an “all new” model and a concept vehicle under the Prius banner.

So what new design would work with the Prius name? The hybrid four-door’s distinctive shape is by now approaching the Vespa scooter and Coca-Cola bottle as a silhouette that personifies the nameplate. That creates it hard to imagine, say, a boxy SUV with a Prius badge, no matter how wonderful its fuel economy.

Still, both Vespa and Coke have managed to differ their lineups without diluting their brands, so Toyota should be able to enlarge the Prius brand. I recognize people who would love a Prius station wagon. And with fast, sporty hybrids coming from Porsche, BMW, Fisker and others, Toyota may believe pressure to keep up by building an exotic hybrid GT. Either way I would believe the new production model would be a more practical vehicle while the concept will widen the boundaries.

So will the new Prius be a New Coke disaster or more similar to the Vespa GTS 300 Super, which now broadens the brand’s audience? We’ll recognize in two weeks. The meeting is scheduled for Monday, Jan., 10 at 1:05 p.m.