2023 Toyota Prius – Dorkmobile No More
By Edward A. Sanchez — Nov. 18, 2022
The biggest standout of the 2022 Los Angeles Auto Show didn’t even have its own press conference, and somewhat surprisingly for a blog and podcast like this one dedicated almost exclusively to EVs, it’s not even a battery electric car. I made the comment to The Watt Car editor-in-chief Phil Royle, it was Toyota’s “mic drop” moment. He replied, “It wasn’t even a mic drop. Toyota didn’t even hold a press conference.”
It was most decidedly Toyota’s “I’ll leave this right here” moment.
What’s surprising is that the Prius ranks so low on the enthusiast and automotive media’s radar, that literally days before its public debut, very little was known or talked about regarding the new Prius. We knew a new one was coming at some point, as it was seven years since the previous generation debuted.
Well, here it is, and as a long-time Toyota skeptic, and decidedly not a fan of the Prius, I will admit that I was surprised by the styling, specs, and performance of the fifth-generation Prius. And if I have to remind you, this is coming from a 2019 Tesla Model 3 owner. I will be the first to admit, BEVs aren’t for everyone. With the current state of battery technology and charging infrastructure maturity, they are definitely not a “set it and forget it” proposition. For many, a hybrid or plug-in hybrid is the most rational choice for fuel-efficient transportation that doesn’t require a logistical game plan for every outing.
Prior to this latest model, I would only recommend the Prius if I got the sense the person asking me for car buying advice cared absolutely zero about driving and dynamic excitement, and only about maximum efficiency, minimal muss and fuss, and minimal disruption to their daily routine.
The fifth-generation model, with around 200 hp, 0-60 in the high 6s to low 7s, but still with the trademark 50+ mpg, the new Prius receives my recommendation without hesitation. Although it might not be my first choice, and if I didn’t already own my Model 3 (which I mostly adore), I would consider rockin’ a ’23 Prius. Seriously.
My question to Akio Toyoda, or anyone else at Toyota listening, is: “What took so long?” The Prius has been the definitive “dorkmobile” since at least the iconic second-generation hatch. Could Toyota have made the Prius cooler or more stylish in the intervening years? Of course it could have. I will posit that the catalyst for making the fifth-gen cool is none other than the Tesla Model 3. Tesla is gaining market share in just about every market in which it has an appreciable presence. Hybrids definitely don’t have the “cool factor” they used to. Do I wish Toyota would have gone all-in on a BEV version of the Prius? Of course. But I know realistically, it won’t be for at least another five years.
In the meantime, at least Toyota came to the realization that style, performance, and efficiency aren’t mutually exclusive, and that they can peacefully, and compellingly coexist.
(Images courtesy Toyota)
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