Nov 07, 2012 02:06 PM
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DISCLAIMER: THIS IS NOT A REVIEW. It's an update on the new PRIUSIt's been some 15 years since Toyota launched the first Prius with the tag line "Just in time for the 21st century." While it's commonplace now, back then, the Prius was at the cutting edge of the hybrid revolution. Toyota followed up with a parade of hybrids, expanding the use of its fuel-efficient tech to its luxury Lexus lineup as well as building a brand around the Prius. Fourth Generation Toyota Prius Illustration Now, with nearly every carmaker pinching some of the hybrid pie, Toyota looks to be planning a radically different approach for the next Prius, as we recently learned from an anonymous source close to Toyota in this exclusive interview. Here's what our source said is in store for the next-generation Prius.
Q: When can we expect the next Prius?
A: It was originally scheduled for a late 2014 launch, but the global financial crisis delayed our advanced development of the car, so it's now due around spring 2015.
Q: Considering that most of today's cars take just 3 years to develop from the product planning stage to production, that sounds like an abnormally long gestation period. What's up?
A: We started with development of the next-generation THS (Toyota's Hybrid Synergy Drive) system. As you know, the present Prius went on sale in 2009 with a model life of 6 years. So you could say that our R&D of the new car is not that far behind. However, the all-new THS system was being developed separate from the next Prius, in a totally different department. That means that we can't move on the Prius until the new THS system is ready.
Q: You are saying that the specifications of the new THS have just been finalized and that the new Prius is well underway?
A: Yes, I suppose you could say that. It's just that, well, there are various complications. You see, a number of basic THS patents will expire in 2013. That's not to say that some other carmaker can pick up the ball immediately and get to where we are. Conversely, when we launch the new THS system, we will once again jump ahead of the competition.
Q: So the next Prius will be the first model to employ the all-new THS system?
A: As it turns out, a couple of new hybrid models will be launched in 2015, but the Prius will most probably be the first as it is nearing completion now.
Q: That's what we'd like to hear. Can you please explain the development concept in more detail?
A: Putting it plainly, the concept is this: "Getting back to the basics of the original Prius." The current model is selling well (in the U.S. and Japan at least) thanks to the eco-boom and high gas prices. But when we launched the original model with the catch-cry of "just in time for the 21st century, " our main sales point was being ahead of the curve and offering the most advanced technology. We were able to do what no other carmaker could do - mass-produce the world's first hybrid. But today, Nissan and Honda as well as many foreign brands also have hybrids, so it's not rare anymore. Hybrids are selling like hotcakes, especially in Japan.
Q: Are you saying that the image of the Prius that Toyota originally wanted to build, and the one that is selling so well today, has lost direction?
A: I wouldn't say that. If the truth be known, Prius sales only really took off after we launched the second generation. If we check out the buyer breakdown back then, we saw lots of forward thinkers in the mix, like scholarly types, wealthy businessmen, and those with a strong creative edge. Today, however, the vast majority of customers [in Japan] for the current Prius are senior citizens looking for a reasonably priced car with class-leading fuel economy. Our job with the next Prius is to try to regain the interest of customers from our second-generation car.
Q: So by employing an all-new THS system, you hope to bring those customers back to the showroom? Will you aim for huge sales again with the new Prius?
A: THS will be important, but big sales are not our main aim. We plan to focus buyer attention on the slightly smaller and cheaper Aqua, the model below the Prius [in Japan], while overseas, the next Prius will be crucial. In fact, our sales target is roughly the same as the current model. But like the first two Priuses, the next Prius will employ the most advanced technology we have, and while delivering class-leading economy, it will redefine the "hybrid" as we know it.
Q: Tell us more.
A: The design will change significantly, the most radical of which will be the lowering of the hood and waistline. The hood height will drop in height by at least 90 mm [3.5 inches] and it will lose its characteristic wedge shape. The A-pillar will retreat backwards while the roof line will be pushed forward by around 500 mm [19.5 inches] with two aims: 1) to improve aerodynamics and 2) to improve the overall look. Q: And to achieve that effect, the THS unit must be downsized considerably.
A: Yes, that's right. But these significant revisions were made possible thanks to an all-new platform as well.
*DISCLAIMER: Taken from Motor trend and Zigwheels
https://motortrend.com/future/future_vehicles/1211_radical_new_toyota_prius_in_
pipeline/?ti=v3*
