Toyota’s Prius Sales Double by Applying New Design

The Controversial Old Prius
New Model Doubles Sales
Is it because of the sophisticated design?

The saying that good-looking rice cakes are good to eat seems to apply to food and vehicles. The Toyota Prius, which boasts the highest fuel efficiency as the original hybrid vehicle, was criticized for its rugged exterior design when the 4th generation was launched in 2015.

To put it mildly, even Prius owners said, “I bought it only for fuel efficiency, not the design.” However, the current 5th generation is receiving a positive response due to its sophisticated appearance and significantly improved running performance. In particular, in the North American market, sales volume is said to have more than doubled.

Sales in the North American Market increased by 138.6% Compared to Last Year

CarBuzz, an American automobile media outlet, noticed the recent surge in Toyota Prius sales. According to a report on April 3 (local time), Toyota sold 13,327 Prius units in the North American market in the first quarter of 2024. Sales in the same period last year amounted to 5,586 units, a whopping 138.6% increase.

This may be a natural result, as older models about to undergo a full change usually experience a lame-duck period in which sales volume drops significantly. However, this level of performance difference is considered rare even in the automobile industry. Factors other than design made the new Prius such a success.

From a Slow Car to a Fun Car
The Strategy to Change the Image Worked

Until the last 4th generation, the prevailing perception of the Prius was that it was a vehicle that had good fuel efficiency but was slow and tedious to drive. This is because the powertrain setting that emphasizes efficiency was designed to produce only a level of performance that does not cause any problems in daily driving. Although it was a vehicle with no reason to focus on driving performance in the first place, Toyota attempted to change it to a sporty image during the development of the 5th generation Prius.

This new vehicle performs strongly in regular and plug-in hybrid (PHEV). The hybrid specification is divided into two engines, 1.8L and 2.0L, and the 2.0L specification released in South Korea produces a total system output of 196 horsepower. The time it takes to reach 100 km/h (62 mph) is 7.2 seconds, which is a level that does not make us feel frustrated even when overtaking at high speeds.

Impressive Performance in Reality
Even a One-make Race?

The PHEV version has more exciting specifications. The engine is the same but equipped with a more powerful electric motor, producing a total system output of 223 horsepower. It achieves 0-62 mph (0-100km/h) acceleration in 6.7 seconds. In addition, cornering and high-speed stability have been significantly improved thanks to the second-generation TNGA platform, which reduces weight while lowering the center of gravity and increasing rigidity.

Meanwhile, Toyota Korea signed a business agreement with Super Race on March 26 and launched the Prius PHEV Class. This event is a one-make race consisting of only the Prius PHEV model, and the first opening race will be held on April 20. This is interpreted as an intention to use the improved driving performance of Prius to change its image by appealing to it.