Not only did Toyota introduce a new hybrid concept car at North American International Auto Show in Detroit, it also previewed a new brand with a familiar ring: Prius. 

The Prius name has become so well-regarded that Toyota used the Detroit show to announce its plan for developing a "Prius family marketing strategy" in the United States. It would be no surprise to see the FT-CH concept vehicle wear a Prius badge when it comes to market in North America as a production car, maybe next year. The FT-CH is another salvo in what should be a volley of hybrid model launches from Toyota in the next several years as the company attempts to reach its global goal of a million annual hybrid sales. 

Smaller than the current Prius, the FT-CH is meant to compete in the compact class while the Prius is a midsize vehicle. The new model is aimed at a younger buying group, offering a size that should fit well in urban environments, and styling that is substantially more expressive than the conservative Prius. Designed by Toyota's European design and development center in Nice, France, the vehicle captures the vivid, high-energy appeal of what has become known as the 8-bit Generation. The theme is named for the pioneering and more than a little funky computer technology of the early '80s. Twenty-two inches shorter than today's Prius but less than 1 inch narrower, the FT-CH is all about maximum interior comfort in a small footprint. The interior is filled with amusing touches, including the mesh seats that resemble upscale desk chairs. Knobs and indicators are as simple and direct as a vintage Sega game controller.

Toyota was vague about the hybrid system and its output, but the company did say that the FT-CH was not only lighter than the Prius but also more fuel-efficient. It will likely be equipped, as the Prius is, with nickel metal hydride batteries, and Toyota says it will be cheaper than the Prius as well.

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