Toyota launches charity drive/mpg ad campaign called ‘2013 Prius Plug-in Challenge’

By Nick Jaynes May 31, 2013

Prius Plug-in — Image used with permission by copyright holder

Some automakers have been facing some flack recently for overreaching fuel economy claims. First Hyundai and Kia faced the heat, now Ford is seeing some of its own with the C-MAX variants.

Toyota, on the other hand, has faced little fuel-economy scrutiny over the years and it seems keen to make that fact known while also getting the grassroots word out about their efficient Prius line of hybrids.

Eager to remind customers of how eco-friendly the Prius Plug-in actually is, Toyota has organized the ‘2013 Prius Plug-in Challenge,’ which will take place in New York, New Jersey, and Connecticut over five different waves, conscripting local charitable organizations.

Participants will be loaned a Prius Plug-in for 30 days, driving no less than 500 miles (75 per week) during the loan. At the end of the loan period, the team that achieves the best overall fuel economy will win $2,500 donation toward their organization. Second place will win $1,000 and third will receive $500.

It’s a rather clever plan, this. Not only does it allow Toyota to appear mighty charitable but it also allows them a chance to promote the real-world fuel economy of its models. We’re sure Toyota is hoping the resulting miles-per-gallon numbers from the challenge will be higher than the EPA estimated economy scores.

You can follow the results of the challenge through social media sites Facebook, Twitter, and Instagram.

We’ll be watching closely to see how the teams and the Prii perform.

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Nick Jaynes is the Automotive Editor for Digital Trends. He developed a passion for writing about cars working his way…

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