Aiming to Expand Customer Base Across Generations

At this year's Detroit show, four Prius models were lined up on the stage. There was the standard Prius, the plug-in hybrid model, the station wagon "Prius v" that had been announced, and the compact model "Prius c," which appeared without prior notice.

In 2010, the Prius became the best-selling car model of all time, surpassing the Corolla's 1990 record of 300,008 units by 20 years, with annual sales of 315,669 units, a 51.1 percent increase from the previous year, according to figures released by the Japan Automobile Dealers Association and other organizations.

It has also sold 955,000 units in the United States since its launch in 2000, and in 2009 it was the third best-selling Toyota vehicle overall, making it a model that can be said to be the backbone of Toyota today.

The Prius c, unveiled at this event, represents a new proposal for the Prius line. While the Prius v, announced concurrently, targets active families with its spacious interior and practicality, the Prius c has been developed for customers who prioritize a more compact size, lower price, and superior fuel efficiency.

The "c" in Prius c signifies not only its compact nature but also its focus on urban driving, or "city" travel. It is aimed at young, single urban dwellers and couples who are environmentally conscious, desire better fuel economy, and seek an enjoyable Prius driving experience.

While details regarding the engine, body size, and other specifications have not been disclosed, it can be inferred that the body size will be similar to the "FT-CH" concept car announced at the previous year's Detroit Auto Show, which measured 3,895mm in length, 1,695mm in width, and 1,400mm in height.

According to Toyota, this vehicle incorporates many advanced technologies, including those found in the current Prius. It is scheduled to be launched in the first half of 2012 as a "cordless" (non-plug-in) hybrid with the best fuel efficiency and the most affordable hybrid in the U.S. market.