It’s not only the world’s best-selling hybrid-electric vehicle but has routinely been one of the top sellers overall in green-minded markets like California and Japan. Now, Toyota is launching an all-new version for 2016, but cheap gas prices may be just one reason why the Toyota Prius could face its biggest challenge yet, industry experts warn.
The market has been flooded with hybrid competitors since the Toyota Prius was last redesigned in 2009, along with a variety of other high-mileage options. Meanwhile, sales of battery-based vehicles, in general, have been plunging this year. That helps explain why Toyota is downplaying fuel economy and putting more of an emphasis on the other attributes of the new Prius, including what it promises will be a more fun-to-drive road manner.
The new model “has a certain presence to it that will appeal to a broader range of buyers,” said Bill Fay, general manager of the Toyota brand in the U.S., following the unveiling of the fourth-generation Prius Tuesday night in Las Vegas.