PRIUS Catalog

Born in 1997 as the “world’s first mass-produced hybrid car,” the Prius lived up to its name, which means “pioneer,” by continuously leading hybrid car adoption with its exceptional fuel efficiency. With hybrid systems now installed in most Toyota models, the mission that Prius had carried until now reached a significant turning point.

Driven by Toyota’s development team’s firm belief that “a car should constantly challenge and evolve,” the Prius underwent a complete model change under the banner “HYBRID REBORN.” With refined design and driving performance, along with numerous innovations, it transformed beyond a rationally chosen eco-car into an emotional “beloved car” that appeals to the senses.

The catalog richly portrays the relationship between the Prius and its owner, beginning with love at first sight, comparing it to a human partnership that evolves through romance into an irreplaceable bond. The captivating design, enthralling driving experience, and numerous forward-looking capabilities are expressed through a narrative of deepening connection with a cherished vehicle.