At a special event attended by automotive experts, anticipating motorists, and environment-conscious consumers, the new 2016 Toyota Prius was launched in Saudi Arabia, making its first debut to the GCC. The Prius is also the first mass-produced hybrid vehicle in the market. Since its launch in Japan in 1997 and sold globally in 2000, the Prius has constantly evolved to meet every challenge and stay at the forefront of hybrid technology. By far the world's most successful hybrid car, the fourth-generation Prius brings ground-breaking environmental performance along with a striking new design, in addition to a fun-to-drive spirit that promises to appeal to eco-conscious customers as well as driving enthusiasts. "For eighteen years, Prius has continued to build a legacy of outstanding efficiency and innovation for hybrid technology," said Kouji Toyoshima, Chief Engineer of the Prius. "It has always been a revolutionary car with a unique DNA. So, we asked ourselves: What is essential for the next generation? The answer was our development concept of ‘Beautiful Hybrid'." Toyoshima added: "Our ‘Beautiful Hybrid' concept includes Joy of Efficiency to achieve even better fuel economy, Joy of Ownership reflected by the emotional exterior design to the high-quality interior to deliver a powerful presence and the Joy of Driving which exemplifies the Prius' fun-to-drive spirit." Hassan Jameel, Abdul Latif Jameel's Vice President and Vice Chairman of the Board, said: "Based on a heritage of more than 60 years of successful relationship with Toyota Motor Corporation, we are proud to share TMC's lead in the innovative development of hybrid vehicles by bringing the latest Prius to Saudi Arabia, where soon you are going to see the new 2016 Prius everywhere on the Kingdom's roads." "In those 60 years, The Kingdom of Saudi Arabia have seen a tremendous development at all aspects and have become one of the fastest-growing market for Toyota. Abdul Latif Jameel is proud to be part of this development as it has succeeded to boost its reach to 300 sales and service centers across the Kingdom", Hassan Jameel concluThe first generation Prius stunned the automotive world. But that was just the start with more exciting developments on the horizon. Now in its fourth generation, the Prius just gets better and better. And the world has recognized its advantages. Over 3.5 million satisfied customers have put their faith in the Prius to make it the world's most popular hybrid. Anticipating the 21st century's need for vehicles with exceptional fuel efficiency, successive generations of Prius have showcased Toyota's commitment to environmentally conscientious forward thinking, and led the company's drive towards the creation of the ultimate eco-car. Combining a gasoline engine and an electric motor, this vehicle benefits from the best features of both. The batteries, made more compact to hide under the rear seats, are continuously charged when braking and decelerating—so drivers don't need to plug in a power cord as normal with electric-only vehicles. And, of course, Prius owners also don't have to stop for gasoline as compared to a conventional gasoline vehicle. Building firmly on the environmentally friendly credentials of its predecessors, the new Prius model's fuel economy reaches 26.1 km per liter. As Chief Engineer Kouji Toyoshima said, "This is something that we accomplished through incremental improvements, with each new innovation contributing to the overall result." The hybrid system was extensively re-engineered. Both motors now incorporate an innovative rolling-coil structure. The control systems have been completely revised down to the smallest components. The vehicle is lighter, more compact and has better performance. The thermal efficiency of the 1.8-litre gasoline engine is better—40 percent compared to about 20 to 30 percent for ordinary gasoline engines. The new Prius is the first vehicle developed using Toyota New Global Architecture (TNGA), which aims at modularizing in addition to integrating development and manufacturing. Using this system, the skeletal structure of the Prius was improved with an increase in torsional rigidity of more than 60 percent compared to previous models, maximizing the performance of the suspension for better control and a quieter, more stable ride. TNGA offers not only improved handling, but also enhanced overall driving performance and fuel economy—not to mention more attractive styling. As TNGA sounds pretty technical, the best way to really understand it would be to drive it. Driver gets behind the wheel, steps on the accelerator and he will be surprised. He gets an instant and seamless acceleration with the electric motor shifting automatically to the gasoline engine at a certain speed. It's smooth, quiet and powerful. TNGA puts the fun back into driving in a way never imagined was possible. "The Prius has always been at the forefront of automotive evolution. Even its name, "Prius" is derived from "prior" in Latin—which means "coming before". Toyoshima said "The Prius is always the first, in every way. Coming first requires huge effort." The occupant-friendly interior focuses on ease of use, with a design that aims to evoke the car's advanced capabilities while remaining warm and welcoming. The instrument panel, with its thin, horizontal design and smooth surfaces, consolidates operational areas near the driver and places information areas further away. The large color Head-Up Display (HUD) projects a range of important information – from driver alerts to navigation, speed and an energy meter – on to the windscreen in the driver's line of sight. Despite its sleek appearance, the new Prius accommodates five people, has increased boot capacity, making it a car that can adapt to everybody's life. In order to minimize discomfort during long drives, Toyota has totally redesigned the Prius' seats. In the front seats, improvements to frames and cushion bolstering have enhanced comfort while saving weight and space, providing a ‘snug' fit and chiropractic control, while the seatback springs have been moved rearward for optimal occupant posture. The cushioning in the rear seats has also been optimized, with the seating area widened to mirror the improved comfort of the front seats. "The challenges to the Prius were many—but overcome with Toyota's famously relentless Kaizen development process. The result is a vehicle that not only provides great fuel economy, but is also fun to drive". Mr. Toyoshima says. "It gets your pulse racing. Drive the new Prius and you will feel the difference. This is the cutting edge. A better way to the future. It will change your perception of what an eco-friendly car should be like to drive and to look at." Based on a policy that always puts the guest first and demands nothing short of excellence, Abdul Latif Jameel's company provides support for the great ubiquity of Toyota vehicles in the Saudi market through a sprawling network of strategically placed sales and service centers, which provides happy motoring and peace of mind to guests wherever they might be in the Kingdom.
