European debut for new Toyota Prius

The first-generation Prius was the world’s first mass-produced hybrid vehicle. Launched in Japan in 1997 and in Europe in 2000, 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.

Anticipating the 21st century’s need for vehicles with exceptional fuel efficiency, successive generations of Prius have showcased Toyota’s commitment to environmentally conscientious forward thinking, and led the company’s drive towards the creation of the ultimate eco-car.

Toyota’s full hybrid, series/parallel Hybrid Synergy Drive system has been fundamental to the global success of Prius, representing as it does an unmatched synergy of high technology and ecological responsibility in powertrain design. The car itself was voted European Car of the Year 2005 and its Hybrid Synergy Drive powertrain was named 2004 International Engine of the Year, going on to win the Green Engine of the Year title for the last five years in a row.

Today new Prius remains the undisputed reference point for mainstream vehicle hybrid technology, setting new standards in innovation, design and driving enjoyment. Its next-generation Hybrid Synergy Drive system features comprehensive improvements to the award-winning powertrain. Ninety per cent of the hybrid drive components have been redesigned to create a lighter, more compact system, with a focus on increased power, further reductions in real-world fuel consumption and improved cold weather operation.
System power has been increased by 22 per cent to 134bhp, fuel economy improved by 10 per cent to 72.4mg and CO2 emissions reduced by 14 per cent to just 89g/km.

The third-generation Prius should not be seen as a niche model to be evaluated only against specialised criteria. Despite delivering CO2 emission levels below A and B-segment cars, its on-road performance and dynamic abilities bear comparison with any D-segment competitor. Continued customer approval is witnessed in Prius’s top ranking in J.D. Power and Associates’ UK, French and German customer satisfaction surveys over the last two years.

New Prius has a striking, ECO-ICON concept vehicle-inspired design with an exceptionally low drag coefficient, Cd 0.25. The ergonomically advanced interior features an innovative dual-zone dashboard design and a number of driver assistance technologies that are unique in the segment, including a head-up display, Touch Tracer display, solar ventilation and Intelligent Parking Assist.

Global sales figures continue to reflect Prius’s popular status as the world’s most technologically and environmentally advanced mainstream car. By the end of 2008 worldwide sales of the planet’s most popular hybrid vehicle exceeded 1.2 million, with European sales nearing 130,000 units.

In spite of increased competition, Prius sales have accelerated in recent years, with more than 41,000 sold in Europe in 2008 alone. With a target of 80,000 sales in 2010, Europe will make a significant contribution to Toyota’s aim of one million worldwide sales of Hybrid Synergy Drive vehicles by the early 2010s. New Prius will be sold in 80 countries, almost double the 44 markets where it is currently sold.