Toyota’s Next Prius May Be Hydrogen-Fueled

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By now, Toyota’s (NYSE:TM) big plans for hydrogen fuel cells are well known industry wide, driven home by the company’s unique looking fuel-cell vehicle prototype that it has been towing along to various automotive shows and events (pictured above). However, what is still rather unclear is Toyota’s intentions to have the hydrogen-powered vehicle ultimately carry on the Prius namesake, which has been built on the company’s winning hybrid powertrain.

Bill Fay, Toyota’s marketing executive, said that the company is “weighing whether to include its pending fuel cell sedan into the Prius family,” Hybrid Cars reports. Toyota has done an admirable job at marketing the Prius as a sub-brand, with four models across the range. Moreover, the beating heart of the Prius — Toyota’s Hybrid Synergy Drive — is found in every hybrid that Toyota produces, including in its Lexus division. “We haven’t totally decided on a name, but it’ll be interesting to see if we can leverage the Prius name or not,” Fay said during an interview with “We’ve been debating that a lot within the company.”

“People equate Prius to a lot of things, it has a positive name out there regarding technology, innovative products and environmental friendliness,” he noted. “Fuel Cell is a little different, but we’ve done some work to see if we can leverage the Prius brand and use it with fuel cell technology, or if the car will have a different name.”

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