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18/09/2008 03:10. The Eco Car War is heating up and Toyota is considering creating a Prius brand in an effort to open up a new front. This possible move would take advantage of the fact that, next to the word 'hybrid' itself, the Prius nameplate is most associated in this market with eco-friendly vehicles. Toyota already has the largest base of loyal customers , and a variety of Prius-branded vehicles would allow the company to grab buyers who might otherwise consider the 2011 Chevy Volt or 2009 Honda Insight .

This isn't merely idle talk. Toyota successfully created the Scion brand as... // Jalopnik