via USA TODAY
Toyota is planning more prominent emblems on its gas-electric hybrid SUVs in a new belief that owners want others to know of their environmental consciousness.
Toyota's first hybrid was Prius, a distinctive car that has no conventional-powered twin. Now Toyota is selling hybrid versions of Toyota Highlander and Lexus RX330 SUVs, both of which also are available as gas-powered models. The Lexus is called the 400h.
Research while the vehicles were being developed showed that potential customers didn't want to stick out just because they were driving a hybrid, Lexus spokesman Bill Ussery says.
So the hybrid version of the Lexus doesn't look much different unless you notice that the emblem reads RX400h, the "h" denoting hybrid. Under the hybrid Highlander's rear badge is a tiny plate with "Hybrid Synergy Drive."
But since the two made their debut last spring, the company has received feedback from customers that they want more visibility, Ussery says. "We are now evaluating alternatives to the current rear tailgate badging," and front and sides, as well.
One marketing expert says special cars need special emblems. "It creates word-of-mouth, creates awareness," says Gordon Wangers, CEO of automotive marketing firm AMCI.
