The idea of a separate brand for the Toyota Prius has gone from "seriously considering" to "not a 'go'" to, now, "Um, no." That's the word from Miguel Fonseca, Toyota's managing director in the UK, who says that there won't be a Prius sub-brand.

This isn't the first time we've heard that Toyota might spin off the Prius as a separate brand much like Scion. But we now have the most concrete news about the automaker's plans we've seen yet.