Hatchback is now liftback?

 What's with these new Prius ads, they call a standard 3rd get Prius a
"liftback". I thought the term for the body type is still hatchback? Are they
trying to coin a new term for a body type or is there something really so
different, anyone has a clue? Not an Earth shattering change, but I thought it
was rather curious ...

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