Is Hybrid Boring? Toyota's Weapon to Break Prejudice: Prius

Toyota Prius 5th Generation New Model Launched in Han
One-Make Race Event to Be Held Next Year
"New Car Selling Points: Design and Driving Performance"

Toyota's Prius holds the title of the "world's first mass-produced hybrid." Since the launch of the first generation in 1997, 5.9 million units have been sold worldwide (as of January this year). Its outstanding fuel efficiency and Toyota's unique durability are cited as reasons for its low vehicle maintenance costs.

Although it has been sold steadily and evenly around the world since its release, there are also negative evaluations. The exterior design, which seems to disregard trends, has sharply divided opinions between favor and dislike. Before electric vehicles became widely adopted, it had an eco-friendly image, but ironically, this led to memes related to driving strictly in the left lane and pedestrian accidents in its home country Japan and the United States. This reflects the quiet and fuel-efficient characteristics of the hybrid.

On the morning of the 13th, at the Pie Factory Studio in Seoul, Manabu Konyama, CEO of Toyota Motor Korea (right), and Satoki Oya, Head of Development, are presenting the 5th generation Prius Hybrid (HEV) and Plug-in Hybrid (PHEV) models.
[Photo by Yonhap News]

When developing the Prius initially, Toyota's engineering team focused most on fuel efficiency. Satoki Oya, senior engineer at Toyota's headquarters in Japan, who visited Korea for the launch of the 5th generation new Prius, said, "At the time in the 1990s, the automotive industry's challenge was resource and environmental issues, so we set this as a project goal and aimed for overwhelming fuel efficiency performance," adding, "Prius means 'pioneer' in Latin, and it truly became a car ahead of its time."

The powertrain system that uses both engine and motor, as well as the design that remains unfamiliar even after several complete redesigns, exist because the intended purpose is clear. Aerodynamic performance, directly linked to fuel efficiency, greatly influences the car's design.

Toyota 5th Generation Prius
[Photo by Korea Toyota Motor Corporation]

In developing the 5th generation new model this time, the focus was on design and driving performance, which had been pointed out as weaknesses. Engineer Satoki explained, "To rebirth it as a beloved car for customers, we set two selling points: 'a design that captivates at first sight' and 'driving that captures the heart.'"

Participating in single-make racing events, which have mainly been held for high-performance models or supercars, is also to actively promote these points. The CJ Superrace Prius Plug-in Hybrid (PHEV) Cup, starting in April next year and held over six rounds, is the first domestic race event targeting PHEV vehicles.

At the launch event of the 5th generation Toyota Prius held on the 13th, Manabu Konyama, President of Toyota Korea, along with company officials, are answering questions from the press.
[Photo by Toyota Korea]

Toyota has actively engaged in motorsports since the past. They have accumulated technology through extreme driving conditions and applied the know-how gained to mass-produced cars, a method often used by automakers to enhance product competitiveness. However, races for electrified vehicles such as electric cars or hybrids are not yet active. This is because hybrids are strongly perceived as being more accustomed to fuel-efficient driving rather than performance.

The 5th generation Prius PHEV launched domestically this time focused on improving design and driving performance by relocating the battery position. Since it contains more batteries than the hybrid, the battery was placed lower, and the fuel tank position was also changed. Lowering the battery reduced the center of gravity, improving driving feel. The combined output is 223 horsepower, and it accelerates from zero to 100 km/h in 6.7 seconds, delivering respectable performance. The previous 4th generation model used a 1.8ℓ engine, but the new model uses a 2.0ℓ engine.

They aimed to suppress noise so that the driver can fully feel the initial acceleration and produce a clean engine sound. Braking and handling performance were also refined. Engineer Satoki said, "We repeatedly ran countless tests with the development team from various perspectives, such as whether the vehicle moves as the driver intends during driving, turning, and stopping, and whether the car's movements connect smoothly with a sense of unity."

Toyota New Prius PHEV Interior
[Photo by Yonhap News]

This content was produced with the assistance of AI translation services.