Toyota Prius: the original hybrid, reborn

Prius has a new persona, “reborn” as one of the stand-out models in the Toyota range with a coupe-inspired design transformation.

World-renowned as the model that brought hybrid tech to the mass market, Prius has consistently taken automotive efficiency to a higher level for more than a quarter of a century. But it has never been regarded a leader in the looks department. Until now.

The car that started out as a quirky, rounded saloon and went on to become a familiar angular hatchback is turning heads in its latest guise, earning wide and consistent praise for having plenty of street style.

In 2024 it was named World Car Design of the Year and, winning TopGear’s best plug-in hybrid award, was acclaimed for “the best redesign we’ve ever seen”.

Of course, being a Prius means supremely efficient performance is guaranteed, delivered in the latest model by a new-generation plug-in hybrid system.

These qualities, supported by Toyota quality, durability and reliability, give it strong appeal in new market territory, moving away from its traditional role as one of the most trusted and capable models in the private hire segment.

Design development

The early design sketches reveal that from the outset, the fifth generation Prius was going to make a break with convention. The hallmark Prius wedge shape was preserved, but given a sleeker, sportier silhouette with a lower roof and extended wheelbase (although the car’s overall length was trimmed).

Yuji Fujiwara, Prius’s chief designer, explained: “With the ‘Hybrid Reborn’ as our motto, we aimed to create a breathtaking design, something that can’t be quantified or reasoned with. As a team, we poured our passion into creating a cool design.”

For the exterior, the focus was on a simpler and cleaner look, with no unnecessary lines or shapes to create pleasingly rhythmical transitions across the bodywork’s surfaces. Giving the car a sportier and more exciting appearance was also a priority – “fun to look at, fun to drive”. 

For the interior, designer Tsuyosho Oba sought “excitement from the moment you open the door,” recruiting younger designers to deliver something different, using a trial-and-error approach to achieve just the right effect.

Colour choices have also been key. Prius debuted two new exterior finishes that show off its design to best effect: a striking Mustard metallic yellow, and Ash, a grey tinted with shimmering mica.

A compelling proposition

Looks are not everything and where Prius is concerned, design virtues are backed by day-to-day practicality and budget-friendly performance.

The new 2.0-litre plug-in hybrid system is lighter, more compact and more efficient and enables an all-electric range of up to 53 miles – with EV driving as the car’s default mode. Its high efficiency attracts a benefit-in-kind company car tax rate of just nine per cent, while all-round ownership costs are among the best in class.

As a key element in Toyota’s multi-pathway approach towards carbon neutrality, plug-in hybrid technology gives customers a means of making a meaningful and sustainable reduction in their carbon footprint with a vehicle that meets their personal requirements and their access to electrified vehicle infrastructure.

Performance and handling reflect the sporty appearance: total system output of 220bhp (223 DIN hp/164kW) allows for 0-62mph acceleration in 6.8 seconds. Moreover, the Toyota New Global Architecture platform makes this the best handling Prius yet, with a low centre of gravity, high body rigidity and a suspension system tuned for poise, comfort and quietness.

ENDS