The Toyota FT-CH concept, announced by the company sometime ago as the Dedicated Hybrid Concept, has been unveiled today at the North American International Auto Show in Detroit. The Toyota FT-CH reveals the future plans for the Prius model range and previews the company's plans to introduce plug-in hybrids (PHVs) and battery electrics (BEVs) in model year 2012 and hydrogen fuel cell vehicles (FCHVs) in 2015.
The Toyota FT-CH was designed in France and is 22 inches shorter than the current Prius and less than 1 inch narrower. The Toyota FT-CH aims to offer maximum passenger comfort and interior roominess.
The designers of the Toyota FT-CH got their
inspiration from the so-called 8-bit generation influenced by the 8-bit microprocessor technology from the 80's.
At this moment, the company has not yet revealed any details about the powertrain of the new Toyota FT-CH concept.
Toyota Press Release:
Toyota Motor Sales (TMS), U.S.A, Inc., today unveiled the TOYOTA FT-CH dedicated hybrid concept
at the North American International Auto Show (NAIAS) in Detroit. The Toyota FT-CH is a concept that would address Toyota’s stated strategy to offer a wider variety of conventional hybrid choices to its customers, as it begins to introduce plug-in hybrids (PHVs) and battery electrics (BEVs) in model year 2012, and hydrogen fuel cell vehicles (FCHVs) in 2015 in global markets.
“Within the next 10 to 20 years, we will not only reach peak oil we will enter a period where demand for all liquid fuels will exceed supply,” said Jim Lentz, TMS president.
“A century after the invention of the automobile, we must re-invent it with powertrains that significantly reduce or eliminate the use of conventional petroleum fuels. One of many alternatives is through what is commonly called the electrification of the automobile. By far, the single most successful example of this has been the gas-electric hybrid.”
The CH stands for compact hybrid as in compact class and it’s a concept that can best be defined by comparing it with the mid-size class Prius. The Toyota FT-CH captures the spirit and functionality
of a car that thrives in the inner-city environment; sized right to be nimble, responsive and maneuverable.
“It’s a package Toyota dealers and customers have been asking for,” added Lentz.
The Toyota FT-CH was styled at Toyota’s European Design and Development (ED²) center in Nice, France. Compared to Prius, it is 22 inches shorter in overall length, yet loses less than an inch in overall width. In spite of its compact external dimensions, Toyota FT-CH was designed for maximum passenger comfort and interior roominess, with an imaginative sense of style.
ED² designers looked to capture the vivid,
Toyota FT-CH video:
high-energy appeal of what has come to be called the 8-bit generation. Popularized in the early 80’s, 8-bit microprocessor technology dominated the budding home video game industry. Today, 8-bit is considered a specific retro-style that is embraced by such things as 8-bit genre music and 8-bit inspired art.
The direct reference to the 8-bit generation is meant to be fun and innovative, colorful and stylish, with strong appeal to young buyers. Lighter in weight and even more fuel efficient than Prius, the concept specifically targets a lower price point than Prius, thus appealing to a younger, less-affluent buyer demographic.
Pointing to how Prius has become a universal icon for hybrid technology, Lentz confirmed that TMS is developing a Prius family “marketing strategy” for North America that will take full advantage of the Prius brand equity.
“The strategy is still taking shape and obviously it will require additional models to qualify as a family,” said Lentz. “Among others, the Toyota FT-CH is a concept that we are considering.”
