Skip to main content

Toyota considers changing the Prius’ styling to widen its appeal

Toyota prius plugin exterior right side electric vehicleSince it took on its current shape for the 2004 model year, the Toyota Prius has become a familiar site on the world’s roads. However, that might change soon. Toyota is considering major changes to the next generation Prius’ styling to widen its appeal.

“There’s an undercurrent among most people that they’re ready for a new Prius look,” Chris Hostetter, Toyota’s U.S. group vice president for strategic planning,” told Bloomberg.

Recommended Videos

Toyota hasn’t made a final decision on styling for the next generation Prius which, according to Hostetter, will debut in “a little more than a year,” but it is looking at several options. The new hybrid could be an evolution of the current Prius’ styling, or something completely different.

The Prius definitely has a distinctive shape, but it’s not one that appeals to everyone. After two generations, Toyota may also need a new look to attract more attention, and potential sales.

A redesigned Prius could also be part of a larger movement at the world’s second largest carmaker. Toyota CEO Akio Toyoda has been encouraging his company to make cars that are more exciting and, from the sporty Scion FR-S to the less boring new Avalon and Lexus models, Toyota is moving in that direction.

However, changing the Prius presents a couple of problems for Toyota. The hybrid’s wedge shape was not designed to look good, it was designed for maximum aerodynamic efficiency. The steeply raked windshield, blunt rear end (designers call it a Kamm tail), and the creases at all four corners of the current model combine to make the Prius one of the slipperiest cars on the road and, consequently, one of the most fuel efficient.

A new shape could also harm the Prius’ hard-won brand recognition. A restyling might attract new buyers, but it could also alienate loyal ones, or make the new car less recognizably a Prius.

Luckily, the current family of Priuses is holding the line. Global sales for the four models (hatchback, plug-in, Prius v wagon, and Prius c compact) totaled 691,281 through September. That makes 2012 a record year for the Prius, although in its last record year (2010) only the basic hatchback was on sale.

The competition is catching up too. Ford sold 3,182 of its new C-Max hybrid wagons last month, compared to 2,769 of the comparable Prius v.

Whatever it ends up looking like, the next Prius will also ride on a new modular platform that will be used on other Toyota vehicles. Changes to the company’s Hybrid Synergy Drive system are also likely, although the company is not saying whether the next Prius will switch from nickel metal-hydride batteries to the lithium ion batteries used by competitiors.

Big changes may be coming, but Toyota has equally big plans for the Prius. The company wants to continue expanding the Prius “family” (Prius convertible, anyone?) and says the hybrid might outsell its stalwart Camry and Corolla by the end of the decade.

Stephen Edelstein
Stephen is a freelance automotive journalist covering all things cars. He likes anything with four wheels, from classic cars…
Waymo recalled 1,200 robotaxis following collisions with road barriers
Waymo Jaguar I-Pace

Waymo’s autonomous-car technology has made great advances over the years to the point where it’s now allowed to offer paid robotaxi rides in select locations in the U.S.

But the development of the technology is ongoing, and the robotaxi rides continue to gather valuable data for Waymo engineers to pore over as they further refine the driverless system to make it as reliable and efficient as possible. Which is why glitches will sometimes occur.

Read more
Apple CarPlay Ultra looks stunning in Aston Martin supercar debut
Apple CarPlay Ultra

Apple CarPlay Ultra is the next generation of the Cupertino, California-based firm's smartphone projection system for your car, and it's available in new vehicles in the US and Canada.

When we say "new cars", your options are very much limited to one brand... Aston Martin. So you'll need deep pockets if you want to experience CarPlay Ultra for yourself.

Read more
Archer’s flying taxis head to LA for the 2028 Olympics
archer air taxi la28 inglewood aerial a final

Remember the buzz about flying taxis zipping through Paris for the 2024 Olympics? That sci-fi fantasy never got off the ground —Germany’s Volocopter dream was denied certification, leaving fans staring at the same old ground traffic. But now, the skies are opening again for a second shot at glory—this time over Los Angeles.
Archer Aviation, the California-based electric vertical takeoff and landing (eVTOL) company, has been named the exclusive air taxi provider for the 2028 Los Angeles Olympic and Paralympic Games.
Archer’s Midnight aircraft, a piloted electric air taxi designed to carry four passengers, will be whisking around VIPs, fans, and stakeholders between venues and key locations like LAX, Hollywood, Santa Monica, and even Orange County. Think 10-20 minute flights that skip the infamous LA gridlock and land you right where the action is—on the roof, basically.
“We want to transform the way people get around Los Angeles and leave a legacy that shapes the future of transportation in America. There’s no better time to do that than during the LA28 Games,” said Adam Goldstein, CEO and founder of Archer Aviation.
And Midnight isn’t just a pretty rotor. It’s a whisper-quiet, emission-light aircraft with 12 rotors and a redundant, airline-level safety design.
What’s more, Archer and LA28 are working together to electrify vertiport hubs around the city—think futuristic sky stations—to serve not only Games-time needs but also to plant seeds for a post-Olympic air mobility network.
The air mobility market has been fast developing over the past few years, featuring the likes of Hyundai partnership with China’s XPeng HT Aero and Toyota's backing of Joby Aviation, a U.S. venture. Joby bought Uber Elevate in 2020, hoping to someday pair its air taxis with Uber’s ride-hailing app.
Archer, for its part, has been busy building a strategic partnership with United Airlines, which has already placed orders for the aircraft and is helping with logistics to integrate air taxis into airport-to-downtown travel. More than a demo for the cameras, the LA28 partnership will showcase urban air travel for real-world daily use, starting with one of the most high-profile events on Earth.
After raising false hopes in Paris, the air taxi dream is aiming for liftoff in LA—and this time, it might just stick the landing.

Read more