Goodness knows most US car companies have too many brands rather than too few – even after getting rid of Saab, Hummer, Pontiac and others, General Motors is still left with four. But car companies appear to be moving quietly towards a brand strategy built around successful models.
Chrysler has already split the Ram truck line out of Dodge, raising the question of what happens to what will happen to the rest of Dodge, which is left with a number of undistinguished cars, a muddy brand image and scant consumer appeal.
Now Toyota is heading in the same direction by turning its Prius hybrid into a sub-brand, intended to stand for environmentally friendly, urban cars. At the Detroit auto show on Monday, it unveiled a concept vehicle called the FT-CH (pictured above) which it said would be the second in a Prius “family”. Read more