Toyota LogoToyota’s Hybrid Synergy Drive badging will soon be phased out, according to Toyota Motor Sales USA’s president Jim Lentz. Instead, future hybrid-only models by Toyota will have Prius badging, and conventionally powered cars that also have a hybrid model added to its range like the Lexus RX will just be called the RX Hybrid.

It seems that the marketing dollars spent on building the Hybrid Synergy Drive badging into a brand is not really working, with consumers being focused on the Prius name instead. Toyota wants to expand its hybrid-only passenger car range into a few models rather than the current one-model range, and all of these cars will be called Prius, perhaps as a suffix or something similiar.