Spearheading a new era in hybrid technology across the Middle East, Toyota today announced the launch of the much anticipated Prius in the region. By far the world’s most successful hybrid car, the fourth-generation Prius brings ground-breaking environmental performance along with a striking new design, in addition to a fun-to-drive spirit that promises to appeal to eco-conscious customers as well as driving enthusiasts.
“For eighteen years, Prius has continued to build a legacy of outstanding efficiency and innovation for hybrid technology,” said Kouji Toyoshima, Chief Engineer of the Prius. “It has always been a revolutionary car with a unique DNA. So, I asked myself: What is essential for the next generation? The answer was our development concept of ‘Beautiful Hybrid’. We wanted the Prius to turn into a charming, beautiful hybrid vehicle, while maintaining its essential qualities such as outstanding fuel economy.”
Toyoshima added: “Our ‘Beautiful Hybrid’ concept includes Joy of Efficiency to achieve even better fuel economy, Joy of Ownership reflected by the emotional exterior design to the high-quality interior to deliver a powerful presence and the Joy of Driving which exemplifies the Prius’ fun-to-drive spirit.”
The first-generation Prius was the world’s first mass-produced hybrid vehicle. Launched in Japan in 1997, the unique Toyota hybrid established a major industry milestone in vehicle powertrain development and sustainable mobility. The name Prius, ‘to go before’ in Latin, became symbolic of a car that was launched even before environmental awareness had become a mainstream social issue.
Striking new design complements refined interiors
The new Prius has received a dramatic makeover. Based on Toyota’s Iconic Human-tech design philosophy of fusing emotional and rational vehicle factors, the exterior of the Prius hints at the car’s advanced functions while also expressing its fun-to-drive spirit, creating an instant and lasting impression. The fourth generation Prius retains the 2,700 mm wheelbase of the third generation Prius, but is 60 mm longer overall at 4,540 mm. It is also 15 mm wider at 1,760 mm.
The Prius’ signature triangular silhouette begins with the Toyota emblem, continues along the lower hood and sweeps over the top of the cabin towards the rear wing. The rocker panel features a distinctive light-catching surface that begins at the lowest part of the front bumper and under the door, and then races upward to accentuate the car’s low-slung stance. Completing the triangle is the beltline, which is angled lower and forward for a sense of motion, creating an advanced structure in which the glasshouse intersects with the body for a unified yet aggressive appearance.
- + Air conditioning
- + Alloy wheels
- + Cruise control
- + Leather interior
- + Parking sensors