Detroit 2011: Prius v Wagon, Prius c Concept Expand Prius Badge to a Four Car Brand

Fulfilling a promise from a year ago Toyota has expanded the Prius badge into a brand, unveiling a family of vehicles at the North American International Auto Show in Detroit. Along with the third-gen Prius and Prius Plug-in Hybrid, is the Prius v (a mid-size hatchback/wagon) as well as the Prius c Concept, which takes badge down-market to a more affordable segment with even better fuel economy.

Set to go on sale this summer, the Prius v offers 60 percent more cargo room than the current Prius, but has roughly the same footprint. The ‘v’ says Toyota, stands for versatility.

As for the all-important fuel economy numbers, the Prius v will get 42-mpg city and 38-mpg highway for a combined total of 40-mpg. Power will come from the same Hybrid Synergy Drive hybrid system as in the current Prius model with 134-hp.

One notable update to the information screen on the dash is the use of added colors. While seemingly a trivial change, the Prius uses a monotone pea-green display that’s reminiscent of an ’80s computer monitor.

As for the Prius c, it is very much a mild evolution of the FT-CH concept that debuted at the Detroit show last year. No details have been given, but Bob Carter, Toyota VP and General Manager, commented that it will get even better fuel economy than the Prius and that it will head to production, going on sale in the first half of 2012.

GALLERY: Toyota Prius v Debut


GALLERY: Prius c Concept Debut


GALLERY: Toyota Prius Concept


GALLERY: Toyota Prius v


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