Toyota Prius design review: ‘Paradigm shift in car land is an achievement’

Toyota is responsible for the adoption of – and ultimately the shift to – all-electric cars. The Prius proved that (partially) electric driving is not only quiet and comfortable, but also technically feasible. This paradigm shift within the automotive industry is a huge achievement.

Little pronounced, it started in 1997 with the first generation. An unpleasant-looking sedan, and moreover: unfair. The unique technical features, the then revolutionary efficiency and extraordinary powertrain, were not shown through form. proportions, surfacing nor jewellery communicated about the special hybrid powertrain.

The first Toyota Prius

Second Prius already a lot more authentic

The model that followed in 2003 was many times more authentic. This liftback looked modern with its elongated body. The eccentric roofline originated at the bonnet and continued smoothly to the stern. The iconic shape has since become synonymous with the Prius, hybrid cars and the underlying technology.

This second generation is a successful design exercise. The streamlined look reveals and improves its efficiency, compared to a regular body style. There is only one other brand that uses such radical roof lines for aerodynamics: Lamborghini!

Prius three, from 2009, was clearly visually derived from two, but more pronounced. Moreover, it was also available as an MPV, the Prius +:

Akio Toyoda, president of Toyota, made a decision a few years ago: “No more boring cars!”. Design inventions have previously been routinely sacrificed by Toyota’s production engineers’ relentless pursuit of functionality. Design ideas thus lost momentum during development. The radical change of course resulted in the futuristic and polarizing fourth generation Prius in 2016. This avant-garde Prius was supervised by the chief designer from the first sketch through to production. With result! While the fourth-generation Prius is by no means a classic beauty, this Prius is a modern, baroque interpretation of the silhouette-defining hybrid look of 2003. The progressive shape spectrum is as refreshing as it is complex. His manga and transformer-like appearance is also extremely Japanese, so honest about his origin.

After this exuberant iteration, the question was: what next? The Prius was once a pioneer but is now besieged on all sides by competitors.

After the Aygo X and the Yaris Cross is now also the Prius more beautifully proportioned and slimmer than ever. A focus on design, for improved appeal and sales.

Toyota has pulled the top of the windshield far back on the Prius 5. The transition from A-pillar to roof is virtually invisible. An angled, continuous line runs from the fender all the way across the DLO up to the C-pillar. Remarkable: the highest point of the roofline is not above the driver, but the rear seat passengers. Very daring, because it gives the side profile a special wedge shape. Smart too: the battery pack is located under the back seat, which means it’s difficult to position the rear passengers lower in the car.

Wheels are the obsession of every car designer. My Toyota colleagues have also won a battle against the production engineers here: 19 inch is fitted as standard! The black fender edges around it make the wheels optically even larger. To illustrate: Prius 2 had 15-inch…

At the back a newly interpreted, characteristic for the Prius Kamm-tail. Beautifully integrated into the shape. The gently flared sheet metal over the rear wheels adds coupe style. The tailgate surfacing wraps over the body side above the rear wheels and accommodates full-width taillights.

The DRG has been penned into the new ToyotaDNA forms. Never before has the Prius been withdrawn so close to the regular range and never has the model been so well drawn. While hybrid cars are now normalized, the Prius remains a paradigm shift.