Toyota Celebrates 10 Years of Prius in U.S.

Toyota celebrated the 10th anniversary of its ultra-successful Prius hybrid car in the U.S.

Ten years ago Toyota launched hybrid model in North America. Since than the Japanese automaker has sold nearly 900,000 in the U.S. and more than 1,800,000 worldwide.

The first Prius arrived in North America in July of 2000, seven months after Honda’s Insight hybrid.

Then celebrities discovered the Prius, and it really took off. Leonardo DiCaprio bought one from a Hollywood dealer in 2001; Cameron Diaz soon followed. A California public relations agency asked Toyota to provide five Priuses for the 2003 Academy Awards. Toyota says no money changed hands, but the value of seeing Harrison Ford and Calista Flockhart step out of a chauffeur- driven Prius was, as they say, priceless. (read more about Prius history)

Buyers didn't care about the jerky ride or premium price -- they focused on the improved fuel economy, lower emissions (as much as 80% lower), and advanced technology. Resale value protected them on the downside: The Prius retained 57% of its value after three years. Pride of ownership was so high that only 2% of buyers opted to lease.

Today, the Prius has become a mainstream vehicle. It is the third-best selling car in the Toyota line, and an icon for the company.  Owner loyalty figures are among the highest in the automotive industry.

Each generation of the Prius has moved the bar higher.  When the first-generation compact Prius was launched in 2000, buyers got 97 combined horsepower and were told to expect 41 mpg.  Ten years later, the midsize Prius has 134 horsepower and delivers an EPA rating of 50 mpg overall.

Improvements have been continuous. Compared to the original car in 2000, the 2010 Prius is bigger, faster and even cleaner.  While the first generation was classified as a Super Ultra Low Emissions Vehicle (SULEV), the current Prius is a SULEV/AT-PZEV, meaning that it meets super-ultra-low-emissions-vehicle requirements, and emits zero emissions at rest. Further innovations, like the solar powered ventilation system on the 2010 model, contribute to the car’s reputation as a harbinger of future trends and technologies.

There may be many futures for the Prius and Hybrid Synergy Drive, but one significant advancement, the Prius Plug-In Hybrid (PHV) is already here.  A fleet of Prius Plug-In cars is now in a global-demonstration program aimed at proving the capabilities of the cars and fine-tuning the design to meet customer expectations.  The car is designed with small Lithium-Ion battery packs that will help the PHV produce even less greenhouse gas emissions than conventional hybrid vehicles. A commercial PHV is scheduled to go on sale in 2012.