Jemca Toyota Delivers Dream Prius

30 April 2007

With its world-leading reputation for environmental performance, the Toyota Prius might not seem an obvious candidate for luxury customisation, but one discerning owner has lavished thousands of pounds on giving his car a truly bespoke appearance.

Jemca Toyota of north London prepared the one-off Prius, recruiting specialist suppliers and trimmers to meet its customer’s specific requirements.

Its approved bodyshop resprayed the car in Brechin Slate, a metallic finish that is usually reserved for Lexus models. The interior was reupholstered in hand-stitched leather and a set of polished steel Fox RS3 wheels provided the finishing touch. In all, the tailor-made treatment increased the car’s price tag to £32,900.

Roger Hart, Jemca’s Prius Sales Specialist, said: “We are well aware of how high the demand is for Prius, in March alone we registered 176, but we have never had a request like this before. We were delighted to help the new owner achieve just the specification he wanted and believe that the result is the most valuable Prius ever sold in the UK. It might seem an unlikely car to personalise in this way, we’ve shown just what can be achieved and how far we can go to help our customers obtain exactly the car they desire.”


Note to editors: the special Prius was resprayed by Jemca’s approved bodyshop, trimmed by B-trim of Enfield and provided with new wheels by R-Tec, of Hatfield.

Download this release as a PDF below

Jemca Toyota Delivers Dream Prius


Images are copyright free for editorial purposes only

Media enquiries

Please click here to see the press contacts at Toyota (GB):

Show Press Contacts

For further information, please contact:

David Rogers

07825 280608 or by email at

General, alternative fuels and mobility media enquiries

David Crouch

07909 900 085 or by email at

General, fleet and motorsport media enquiries

Please understand that our press team only deal with enquiries from media representatives.

Toyota and Lexus Press Releases

To receive all Toyota and Lexus press information, please select the box below.

To update your profile type in your email address and press return. MailChimp will then send you an email confirming your details and you will then have the opportunity of amending your details.

* indicates required
All Toyota/Lexus News