Big push for new Prius

09 September 2003: The second generation Toyota Prius, which will be introduced in Ireland for the January 2004 market, will be one of a number of hybrid cars which will account for sales of up to 45,000 units annually by 2010 in Europe alone, according to marketing director of Toyota Ireland, Steve Tormey.

Speaking in Frankfurt today at the official debut of the new car, he also said that up to 200 Prius IIs could be sold in Ireland next year. Among those who have been shown the prototype vehicle in recent weeks are the garda, who were 'very interested'.

"This is a car that dealers can sell, because it is now a D segment size and with the price that we're trying to negotiate, it is a car which anybody buying a D segment vehicle for economy and environmental reasons, such as a diesel Mondeo, will really have to take a look at the Prius. The economy of 70 mpg and the emissions that are half those of an equivalent car using ordinary powertrains has to be a very strong factor."

But he added that the Government still needs to give a break to Prius buyers beyond the 50 per cent rebate on VRT available on the current Prius.

"We need a bit of positive discrimination, even down to zero VRT. That way, the Government could be seen to be wearing their environmental strategy on their sleeve. Cars like the Prius could go a long way towards helping Ireland reduce its CO2 levels towards the target set by the Kyoto Agreement, and which we're already way over."

For their part, though numbers will be small, Toyota Ireland intends to spend heavily on the promotion of the Prius, in order to make people aware of the full benefits on the car.

"We'll be investing in the brand for the the future by spending as much on Prius as we do on any core model."

The emphasis will be on both the benefit to the environment of hybrid cars, and also on the 'fun to drive' element, as the electric motor part of the powertrain provides very strong torque from virtually a standing start.

©2003 irishcar.com