Latest sales returns remind Kiwi love for hybrids is cemented .. except when it comes to the car that introduced the world to this tech. The Prius’s battery charge is all but depleted.

IS time just about up for the Toyota Prius?

Actually, it’s a not a new question. This poser has been relevant since at least 2015.

That’s really the first year when it became obvious that the hatchback that 25 years ago introduced motorists to the bright new world of electrified motoring was not doing at all well, at least in New Zealand-new form.

Which might seem crazy because, of course, as much as Prius appreciation has been falling away, our hybrid penetration has been ramping up, and quite considerably. And when it comes to favourite battery-assisted products, they’re all from the same brand: Toyota.

So, really, as much as the Prius has been on losing streak, the fact is that Toyota New Zealand has been winning. Really, then, the original hybrid car from Japan’s No.1 looks to be a victim of its own success. It has simply spawned development  of so many other Toyota hybrids at its own expense..

New Zealand new vehicle registration figures for May show that just two Prius and 10 of the smaller Prius Cs were sold during the month, way down on sales achieved by other Toyota hybrids – 413 RAV4s, 127 Corollas, 85 C-HRs, and 20 Camrys.

And year-to-date hybrid registration figures make just as depressing reading for the model. They show just 96 Prius and Prius C have been sold so far in 2020. Compare that to 1239 RAV4s, 431 Corollas, 246 C-HRs and 152 Camrys. Not only that, but various ‘H’ versions offered by Toyota’s luxury cousin Lexus have achieve a combined total of 187 registrations so far this year.

How does that compare to back in 2015 and prior? Well, it was a slightly different structure then, when Prius was a bigger family, including the V people carrier then. By chance, MotoringNZ owner Richard Bosselman happened to have written  ‘a what chance for Prius?’ story back in 2016, in which the data was presented.

According to the NZTA information cache from that period, in 2015 the C achieved 367 sales – whereas Prius hatch took just 30 (and the V 11). The preceding year was stronger for the hatch, with 121 units (against 287 C and 3 V), 549 in 2013 (no count for C, 55 for V) and 473 in 2012, a period when only the hatch was available. The was all collated because Toyota at that time was about to launch not only the fourth generation (aka ‘4G’) hatch we have now but also a car that seemed to do all Prius could, but in more acceptable form: Corolla hybrid. And, yet, five years on, the Corolla and Prius co-exist still. Who’d have picked that scenario?

Given all latest statistics continue to add up to a sad time for the iconic Prius, which earlier in its career was so new-age that it was the green vehicle of choice for everyone from Hollywood movie stars to politicians., the question obviously still seems reasonable. But TNZ is steadfastly true.

The hatch’s story began back in the early 1990s when Toyota Motor Corporation decided to attempt to develop a car that would have up to twice the fuel economy of its big-selling Corolla. The project culminated in the the brand’s first petrol-electric hybrid, a prototype Prius unveiled at the 1995 Tokyo Motor Show – the name, appropriately, a Latin word for “first” or “to go before”.

The model sure was a first.  With its Hybrid Synergy Drive system and battery pack that combined forces with a conventional petrol engine to achieve vastly improved fuel economy, it opened the way for electrified motoring well before fully electric motoring could begin to become economically possible.

The first-generation Prius, a four-door sedan, was launched in Japan in 1997. Toyota New Zealand introduced the second-generation model, a slightly geeky-looking five-door hatch, in 2003. Since then close to 6000 of them have been sold new here, their owners appreciating the superior fuel economy and reduced exhaust emissions that come from combining the self-charging electric motor and petrol engine.

But now it seems the Prius’ job is done, leaving it up to more conventional-looking Toyota models to further the career of the hybrid passenger vehicle.

Those models – RAV4, Corolla, C-HR and Camry – are doing very well, too. Last month the hybrids accounted for 77.4 percent of all RAV4 sales, 68.6 percent of Corolla, 70.2 percent of C-HR and a remarkable 90.2 percent of all Camry sales.

The overall Toyota performance led the way in a stellar month for hybrids,  which saw them jump from around 4.3 percent of all new vehicle registrations in the opening four months of the year, to 13.3 percent in May. Compare that with the penetration achieved by electric vehicles – the models that mains-replenish – which was 0.94 percent for plug-in hybrids and 1.07 percent for full electrics.

While other hybrid product such as the Kia Niro and Hyundai Ioniq, have contributed to all of this, by far the biggest contribution has been from the Toyotas. 

But obviously the Prius, the model that started it all for hybrids, hasn’t figured much at all in this success. So what does this mean for the future of the car? Will it be retired?

Internationally, one opinion among the international media is that the Prius name is too iconic to be completely retired, so it may be saved by TMC for use on a future battery electric vehicle.

TNZ chief operating officer Neeraj Lala says he hasn’t heard any official word relating to the future of Prius.  That doesn’t worry him; he’s happy to see the model continue to remain on sale in New Zealand for those who want it – and he reminds that it is very popular as a taxi.

“More to the point is that Prius is the Toyota model that introduced hybrid motoring to New Zealand, and in that regard it has been a success,” he says.

“Look where Toyota is now. We have hybrid versions of almost all our passenger vehicles, and we will soon be adding to that – hybrid versions of the new Yaris and Yaris Cross, the Highlander larger SUV, and in around 18 months we’ll also get a hybrid version of the Hilux ute.”