Someone In The Auto Industry Grasps The Whole “We Don’t Own Our Brands, Our Customers Do” Thing

According to The New York Times, Toyota may create a separate brand for its Prius hybrid car and could add both larger and smaller Prius models to the lineup.
James E. Lentz III, president of Toyota Motor Sales U.S.A. said in a sense consumers have already created the Prius brand, and the company is just catching up to the marketplace.
“We’re catching the wind with this,” he said.