Toyota has sold more Priuses than all other hybrids combined. And for good reason. Since the debut of the second generation Prius in 2003 (as a 2004 model), the midsize hatchback sedan has racked up one award after the next. More than two years later, it continues to be a red-hot seller, with Toyota and its dealers having trouble keeping up with demand. The Prius instills a cult-like devotion from its drivers. Satisfaction rates, consistently at 98 percent, are unparalleled. Prius owners are already looking 20 years ahead, when they can claim with great pride, "Yes. I drove one of the first Priuses."
The Prius drives like a charm, humming along silently in all-electric mode at low speeds, and revving up its 110 combined gas-electric horsepower for a respectable 0 – 60 rate of 10.2 seconds. The bean counters argue that the Prius is two to three thousand dollars more than a comparable Camry or Corolla. That's a joke to Prius owners. Those conventional vehicles can't be compared to the Prius in terms of its unique technology and design, and especially in the categories that matter most to the average hybrid buyer:
* Fuel economy – EPA combined city/highway rating of 55 mpg
* Emissions – 89 percent fewer smog-forming emissions than the average new car, exceeding the standards for a Super Ultra Low Emission Vehicle (SULEV)
The Prius has plenty of legroom and storage space. Its stability control system makes it very safe. And the Prius has loads of bells and whistles, from keyless entry, high-tech fuel use dash display, and with the 2006 model, a rear-view camera system to help you squeeze into a tight parking spot. All that in a package in the mid-$20k range—minus a healthy $3,000+ tax credit if purchased in early 2006—and you can feel damn good about getting from Point A to Point B.
Okay, What's the Catch?
Despite Toyota's efforts to ramp-up production, the Toyota Prius is still in short supply. Our own Price Pulse tool shows Prius waiting lists ranging from a few weeks to one year. You are very likely to wait at least a month and probably a couple of months, especially if want to be selective about the trim package, the proximity of the dealership, and your willingness to pay above sticker price.
The distinct look of the Prius sends a message, which can be interpreted any number of ways. For some, it declares that we must take steps to reduce our voracious thirst for oil—with all its negative consequences in terms of the environment and geo-politics. For this camp, the Prius is like a middle-finger-on-wheels aimed at Hummers, Suburbans, Escalades, and the like. For others, the Prius's message is smug: "Aren't I special? Don't I know better?" If you like to blend in, the Prius's unique profile may be a deal-killer. Most Prius drivers like the aesthetics, inside and out, but there are certainly quite a few detractors who think the Prius is gimmicky, if not entirely ugly.
Then, there's the "Prius blind spot." The hatchback design limits the driver's visibility through the rear window. That makes some people crazy and is a non-issue for others. You have to take a test drive to see how it feels to you.
The final issue has to do with your interest in and tolerance with new technology. The Prius has been on the road in Japan since 1997, and in the United States since 2000. The performance of the new technology has been remarkable, but not without a blemish. In Oct. 2005, following a number of reports that Priuses were inexplicably stalling on the highway, Toyota recalled 75,000 Priuses in the United States. Apparently, the vehicle's computer system needed to be reset—and all was well. (Some hybrid drivers complained of reduced mileage after the procedure.) It seemed routine that nearly 17 million vehicles were recalled in the United States last year. But the novelty of the hybrid technology made the recall of the Prius a news item, and made some jittery shoppers leery of the Prius.
There you have it. Whether you take the Prius or leave it, the hybrid wave is not going to stop. Automotive technology is evolving to deal with the world's oil problems. And the Prius will long be credited as the hybrid that started it all. What are you going to tell your grandchildren that you drove in 2006?
