The Toyota Prius started life as a quirky, rounded saloon and evolved through successive generations into one of the most widely recognised vehicle silhouettes. In the model’s quest for ever-better efficiency, aesthetic form was required to follow aerodynamic function, which meant that for almost 25 years the words ‘Prius’ and ‘design’ were rarely mentioned in the same sentence.
However, when the fifth-generation model’s coupe-inspired design was unveiled it earned wide and consistent praise. The new car was voted 2024 World Car Design of the Year, and in winning Top Gear’s best plug-in hybrid award was acclaimed for possessing “the best redesign we’ve ever seen”. Within a single generation the car was transformed. It went from being something of a commodity in the private hire sector to one of the most aesthetically admired in the entire automotive industry.
How did this change come about? What are some of the new Toyota Prius design secrets?
Prius design: development
Early design sketches reveal that the fifth generation Prius was always going to make a break with convention. The model’s iconic ‘kammback’ shape shape was preserved. But this time it was given a sleeker, sportier silhouette with a lower roof and longer wheelbase within a shorter overall length.
Chief designer Yuji Fujiwara explained the team’s thinking: “Using Hybrid Reborn as our motto, we aimed to create a breathtaking design, something that couldn’t be quantified or reasoned with. We poured our passion into creating a cool design.”
The focus for the exterior was a clean, simple look that tansitioned naturally across the bodywork’s surfaces without the aesthetic being confused with unnecessary lines or shapes. Giving the car a sportier and more exciting appearance – being fun to look at and fun to drive – was also a priority. In this respect, colour choices were a key consideration. On its launch the new Prius debuted two new metallic exterior finishes that the designers believed complemented its design to best effect: a striking mustard yellow, and ash grey tinted with shimmering mica.
For the interior, designer Tsuyosho Oba sought to generate “excitement from the moment you open the door”. He therefore recruited younger designers to deliver something different, using a trial-and-error approach to achieve just the right effect.
Latest Prius: not just a pretty face
Looks aren’t everything. So Prius 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, enabling an all-electric range of up to 53 miles. Indeed, as EV driving is the car’s default mode, the model’s high efficiency attracts a benefit-in-kind company car tax rate of just 9.0%, while all-round ownership costs are among the best in class.
Performance and handling reflect the Prius’s sporty appearance: total system output of 220bhp delivers 0-62mph acceleration in 6.8 seconds. Moreover, the Toyota New Global Architecture platform makes this the best handling Prius yet. It offers a low centre of gravity, high body rigidity and a suspension system tuned for poise, comfort and quietness.
Learn more: Road test reviews of the latest Prius
