We’re at the Prius’ European press launch!

While Simon remains back at base, I’m lucky enough to be in Sweden at the moment, having flown in to join the international media launch for new Prius. Over three weeks around 650 journalists, broadcasters and photographers from countries across Europe are being brought to Stockholm for their first driving experience of Toyota’s new full hybrid, and the chance to quiz the key people behind the project.

The logistics are daunting, but from step one at Heathrow’s Terminal 5, the behind the scenes planning has worked its magic. The UK contingent of 43 includes some of the country’s most distinguished motoring journalists, with representatives from leading daily and Sunday papers, specialist magazines and key web sites and syndication services. Among the crew are two European Car of the Year judges.

Also in the group are four of us from Today/Tomorrow. Tom and I will be feeding news and interviews from the event, supported by James and Jo, our film crew, who will capture some of the first footage of new Prius in action.

We’ve lined up questions for some of the key people behind new Prius, including chief engineer Akihiko Otsuka and Tadashi Arashima, president and CEO of Toyota Motor Europe.

Sadly, internet gremlins mean we can’t bring you pictures yet, but stay tuned for more news!


  1. Fantastic write up in CAR Magazine’s online blog. I don’t think you could have asked for better.

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