Doha: Spearheading a new era in hybrid technology across the Middle East, Toyota yesterday 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.”
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 power train 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.
According to Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation, “The Prius underlines Toyota’s continued commitment to progressive thinking and being environmentally conscious. The new model is a triumph of technology and boasts significant advances in every area, with a clever, class-leading aerodynamic design that allows it to offer excellent fuel and emissions efficiency without sacrificing either cabin space or driving ease and comfort.”
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 Peninsula
