A car revolution named Toyota Prius

28 years ago, Toyota launched the Prius. This crazy bet on a popular hybrid car became a silent revolution.

When Toyota opens orders for the Prius on December 1, 1997, in Japan, the industry is only half convinced by this gasoline-electric hybrid technology. The engineers at the Japanese manufacturer are convinced that the future will depend on a massive reduction of emissions and better energy efficiency. In a climate marked by past oil crises and a nascent ecological awareness, the Prius arrives as a bold, almost offbeat response.

With its triangular shape designed for aerodynamics and its claimed 4.5 L/100 km fuel consumption, it encapsulates a wealth of innovations rarely seen in a mass-market car. At that time, such a promise was a gamble, especially since nickel-metal hydride batteries were still expensive, heavy, and viewed with suspicion by many Western engineers.

A discreet but enduring revolution

But the Prius quickly finds its audience. First in Japan, then in the United States where it becomes an eco-chic symbol in the 2000s. This success is not just a matter of image. Toyota’s reliability reassures, its fuel efficiency impresses, and drivers discover a new experience. Starting silently, driving in the city without vibrations, and watching the fuel gauge drop during traffic jams.

The rest is history. The second generation, launched in 2003, firmly establishes the “Prius” style and democratizes hybrids around the world. Today, over 20 million Toyota hybrids are on the road, and even the most skeptical manufacturers have had to adapt.

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In retrospect, the Prius was never a passionate car. It was not designed to please, but to pave the way. And that is precisely what makes it an icon: it changed the automobile silently, far from flashy announcements. A quiet revolution, but a revolution nonetheless. A reminder that sometimes revolutions don’t make noise; they roll in silence.

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