Toyota will introduce two new hybrid models at the 2009 Detroit North American International Auto Show: the third-gen Prius and a new Lexus-badged hybrid. Motor Trend reports that the new Lexus will be based on the Prius platform and drivetrain, aimed squarely at the "lifestyle wagon" segment. Offering Toyota's proven Hybrid Synergy Drive in a category of small but pricey wagons (think Audi A3) seems like a smart move; the "hybrid premium" will not scare away shoppers who are already considering dropping $30k on what amounts to a compact car. Unfortunately, the artist's rendering which accompanies this announcement looks like little more than the Prius donor car. Hopefully ToMoCo will put a little more effort into the looks of the final product.
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Given that Prius buyers are generally upscale income-wise, this is a logical move.
They will make a mint off of these.
I expect this new Lexus-Prius will be just as anti badge engineered as the ES-Camry.
Looks like a slam dunk, just like upscale pony/muscle cars from Pontiac, Buick, Olds, Mercury, Plymouth, etc back in the 1960s. Gotta give the people what they want.
I feel like I live in “Prius-Land” here in the Seattle area. Given the general demographic of Prius buyers here I’d expect an upscale version to sell pretty well honestly.
Then again, this would be an example of Toyota giving customers what they want and in a way that they actually make a profit. The domestics should study this phenomenon.
I’m not the biggest Toyota fan and their proliferation of trucks/SUVs is insane, but at least they do more than just pay lip service to customers desires.
I predict that when Toyota finally offers a hybrid across their entire model line and captures lets say more than 60 percent of the US market, we’ll still have people calling it a fad or claiming its just purchased by people wanting to make a green statement, or claiming that a corolla is actually more fuel eficient.
Hopefully when it does come out, it won’t have the rotary phone dials for rims.
WTF is a “rotary phone dial”?
Just kidding. Did anyone feel older for a second?
This car will sell many copies. It’s a no brainer.
WTF is a “rotary phone dial”?
The orginial rims on the Porsche 928 and 944.
doesn’t this small car rebadge of a toyota diminish the Lexus Brand??
Does it hurt Lexus that most of their lineup is just badge engineered (it’s done pretty well though)? The Prius really isn’t *that* small a car anyhow.
I can’t tell if you’re being facetious Juniper :(
doesn’t this small car rebadge of a toyota diminish the Lexus Brand??
Bingo.
Not saying it is right or wrong—but just an observation…..here goes.
Most on this site fall all over themselves to condemn Lincoln for re-badging Ford while calling the Lexus Prius logical. I mean–what is the strategic difference between taking a solid Taurus platform and making the MKS and said transformation of the Prius into a Lexus ? I don’t think there is much of a strategic difference—just sayin.
You guys don’t understand though. The Japanese (or at least Toyota) have shown that they know how to do badge-engineering right. I mean, look at the Lexus ES. When they threw it out on the market in 1989, it was just a rebadged Camry, and it had been created solely to be an accompany model for the LS, to help Lexus get on its feet. But still, you could never tell that it was just a rebadged Camry. Even now, it is an entirely different vehicle. It only really shared the roofline with the Camry. It is not like how the big three badge engineer, with a new grille, some woodgrain, some chrome, and new wheels and tail lights. So, I believe that this Lexus Prius won’t just be a slap-badge job like we see out of the big three.
It is stuff like this that is the reason why Toyota’s foot is knee deep in the big three’s ass…..
The “lifestyle wagon” segment?
Bring on the aftermarket simulated wood-grain paneling. It worked so well on the PT Cruiser.
Mcloud beat me to it. Basically badge engineering doesn’t *have* to suck. We’re just so accustomed to being fed really bad badge jobs from the Little 3 ™ that we come to expect all badge engineering to suck.
Btw Johnster, I’m not a huge fan of Chrysler or the PT Cruiser but I see them everywhere and they seemd to be a great seller (I could be wrong). Chrysler would have done well to build a decent successor to it rather than kill it. They’d probably have been better off nuking the Viper and euthanizing the Challenger before gettign this far and concentrating on a new PT. Caliber? LOL!
# Paul Niedermeyer :
February 26th, 2008 at 3:08 pm
“Given that Prius buyers are generally upscale income-wise, this is a logical move.”
I predict the exact opposite for the exact same reason.
driving the prius is driving the image of responsibility. they want to be seen not only as caring about the environment, but as being of the people, by the people, and for the people. sometimes it’s called “slumming it”
Juniper;
Prius is the same size as the E46 3-series. It is certainly not as small as A3 or the 1-series.
So, I believe that this Lexus Prius won’t just be a slap-badge job like we see out of the big three.
But in the end, you’ll be paying somewhere around $40k for something that’s readily available for $25k.
Is that really a smart way to move forward?
But in the end, you’ll be paying somewhere around $40k for something that’s readily available for $25k.
Is that really a smart way to move forward?
First of all, $40k would probably represent the top of the price range. That having been said, if you take two undeniable trends together, namely people buying Prii for status reasons, and localized saturation of Prii (seeing them everywhere), it should be fairly obvious that status-oriented consumers will want to further stand out from the crowd. Ergo, the thing will do well. Combining status and green image is already working well with the RX400h and LS600h, so why not bring it to the small/mid platform?
This is a no-brainer. With the German brands occupying just about every niche, and even creaating new ones, Lexus needs to offer more models. But they cant just mirror the offerings from Europe. They need to come up with their own identity for each market they choose to penetrate. So rather than throw in a tiny little speck of a car to compete with the 135 or A3, how about an exclusive hybrid as the new entry Lexus. (Tho as others have pointed out, it will not be so small, undoubtedly bigger than the IS.)
Now if Lexus is going to create this vehicle, should they really expend the resources to create a whole new platform? Only a few snobs actually care what platform a car is based on come purchase time. What buyers will care about is gettng the best they can for their cash. Since the best hybrid is the Prius, it makes sense that the best hybrid Lexus can make would also be based on the Prius.
The possibilities are endless. Do they put in a slightly larger gasoline engine to get more power, sacrificing a little mpg? Do they go for a completely different body style, or stick with the 5 door hatch? Do they offer more eco features like solar panels, recycled materials, or less in the name of luxury? And one would hope that leather would still only be an option, but what about wood trim, is that more or less ecologically friendly than plastic?
Clearly I am excited, my Prius lease should be up right around production time…..
Screw wood trim. I’d like to see bamboo trim. That’s the new hot “green” material you know! :D
I take it Toyota scapped the idea of making a Prius brand since they are rebadging Prii(?) into Lexus. Depending on how they excecute this it could turn out to be a hit but if the rendering is accurate I am sceptical. Remember Prius sales didn’t really bloom until after they lowered the price. Offering a more expensive Prius that doesn’t diferentiate itself from the original will only bring in the initial brand snobs. My guess is they will offer more high tech features(electronic gizmos) with heavy composites to offer more luxury at the same weight and efficiency, having your cake and eating it too. The solar panel idea could be cool if it doesn’t make it look ugly, maybe saving some battery weight.
I love that rendering with the 20″ rims, like those will ever see production on this car.
Ummm, the artwork isn’t of the Lexus, folks. For one thing, that’s still a hatch. For another, there’s a Toyota badge on the hood.
The previous generation Camry, Highlander, and Sienna shared platforms. Platform and drivetrain are under the surface – they may look alike, or completely different. A wagon body-style would look different from the current 4-door hatch at the very least.
In regards to chan, above– Is there a Lexus brand in the East?
Inside my mind(where weird things happen more often than they should, mind you) the high-end Asian brands are an export market thing– But now that I think about it.. Didn’t Lexus semi-recently come home to Japan? Was that Infiniti instead?
Well, anyway, the original point– There may not be a Lexus brand in Japan, so there it may be called Toyota Prius v. 3.0 XLE or some such, and not PX150 or whatever silly letter/number class they’ll come up with for the North Americans. That may be why it’s wearing a T and not an L in it’s grille badge.
Lexus was introduced in Japan a few years ago to coincide with major revisions to the lineup, and four RWD cars sold as Toyotas were redubbed Lexuses: Celsior, Aristo, Altezza, and Soarer. The Harrier (RX) has not been moved to the Lexus lineup so far. The Camry-derived FWD ES, previously known as the JDM Windom, is not available in Japan or Europe. The Land Cruiser variants (GS, LX) remain Toyotas.
The Infiniti nor Acura marques have yet to be introduced to the home islands, and Infiniti is now just being rolled out in Europe.
I’m out in Vancouver here ;) Corolla and Prius taxis are becoming more common, but I’m not sure if it’s a fleet or driver decision.