Why Two Compact Hybrids? Demographics Play a Role, Toyota Claims

Steph Willems
by Steph Willems

For two decades, the name “Prius” was all a committed Toyota buyer needed to know when searching for a compact hybrid vehicle. Soon, there’ll be two options, not counting the plug-in Prius Prime.

The automaker’s decision to offer a hybrid version of the still strong-selling Corolla was not made to usher its famed hybrid model into the shadows; rather, there’s two key reasons for it. Sure, the Corolla nameplate carries an enviable reputation and boatloads of name recognition, but Toyota’s also willing to admit that the Prius’ attributes just weren’t resonating with a certain segment of the American public.

To be clear, the next-generation Corolla Hybrid is not earmarked solely for U.S. buyers. It’s on its way to 90 countries.

Jack Hollis, general manager of the Toyota Division at Toyota Motor North America, told Automotive News that the first reason for expanding the brand’s compact hybrid presence involves fuel economy standards. The Corolla nameplate still sees boffo volume, and a hybrid version would help Toyota’s standing in the eyes of environmental regulators.

The second reason to water down the Prius’ importance in the lineup involves the type of buyer who might be in the market for a Corolla hybrid. The Prius just doesn’t play well with Hispanics, he claimed, but the Corolla does. As Hispanic buyers show a strong desire for Japanese brands, the presence of a gas-electric Corolla might sway hybrid shoppers into staying with the brand.

Lassoing resistant buyers is also the motivation behind Toyota’s unveiling, last week, of the all-wheel drive Prius AWD-e. While the Prius has seen its status (and sales) shrink amid newfound competition and the presence of PHEVs and battery electric vehicles, it’s still the first name that comes to mind when anyone mentions the word “hybrid.” But what works for buyers in one region might not work in another.

According to the model’s chief engineer, Shoichi Kaneko, the addition of AWD to the Prius’ equipment roster came about after Northeastern dealers demanded a Prius that could tackle the region’s notorious blizzards.

[Image: Toyota]

Steph Willems
Steph Willems

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  • APaGttH APaGttH on Dec 03, 2018

    Sales have shrunk? The Prius is looking at its worst sales year since 2004 with sales in free fall. Off 9% YTD and off over 26% in November. A lot of other automakers would look at a decline off of a 198K peak with a struggle to get to 85K units a decade later just 2 years after a refresh as a dead product walking.

  • Chris724 Chris724 on Dec 03, 2018

    I just bought a Ford Fusion hybrid. Anyone know how to remove the "hybrid" emblems?

    • See 2 previous
    • Scoutdude Scoutdude on Dec 04, 2018

      They are held on by double stick foam tape. If you can get a good grip twist them off. If you can't get a grip a plastic scraper to tear the foam followed by using your thumb to roll off the remains of the tape.

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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