After ten years on the market in Europe, the ‘original’ hybrid car, the Prius celebrates reaching another milestone, with its sales in the continent now exceeding 200,000.
While other carmakers looked at developing prototype hybrids, Toyota was ahead of the pack as it launched the first generation Prius model in Japan in 1997, subsequently releasing it into European in 2000. Sales of the famous first mass-produced hybrid model reached 100,000 by 2008 within Europe, that figure has now doubled to 200,000 in just two more years. Now its Japanese carmaker expects that global sales will exceed two million by the autumn of 2010.
The car, once the Hollywood darling of CO2 conscious celebrities, is now in its third generation. Over the last decade, Toyota has worked hard to keep the Prius at the cutting edge of emission slashing, revising its Hybrid Synergy Drive powertrain to improve fuel efficiency in each generational guise. The newest generation has reduced fuel consumption by more than 23 per cent, cut CO2 emissions down by almost 26 per cent, (from 120 g/km to just 89 g/km), and increased power by 30 per cent; very tangible evidence of ‘Kaizen’, Toyota’s continuous improvement philosophy.
Throughout the last decade UK has remained one of the leading European markets for Prius, accounting for more than one in five Prius sold in Europe. This year’s sales to date are 6,579 units, almost equaling the 2009 figure in just six months.
Prius well proven Hybrid Synergy Drive powertrain has been designed for low maintenance and outstanding durability, awarding the Prius the lowest warranty cost per unit amongst all its manufacturer’s models. It is also one of the most successful powertrains in the history of the International Engine of the Year awards, with a total of 11 titles to date.
The recent launch of the Auris Hybrid marks the start of a dramatic expansion the carmaker’s full hybrid model range. The company aims to offer all of its European models with a Hybrid Synergy Drive powertrain derivative as early as possible in the 2020s.
