Historians will look back at the Toyota Prius as a pivotal change agent for the automotive world. Some of the reasons for this are obvious – the first mass-produced hybrid engine passenger car leaps immediately to mind. But there are other factors as well. At the time, no major new car had ever been produced on such a short timeline. Just 18 months went into the development of the Prius, and most industry insiders would still swear that was impossible. They teach the Prius development project in business schools now as a case study in how to do it right.
Business schools talk about "disruptive technology" as developments or inventions that fundamentally change the way we approach a common task. Cell phones and personal computers are the most obvious disruptive technologies of the last 30 years. Yet the Prius was and is a quietly disruptive development. Not only has it spawned a wave of hybrid cars, trucks, and SUVs in its wake, but it has given rise to an entire hybrid car culture that competes to maximize fuel economy, length of gasless driving, and overall travel efficiency.
Now Toyota has launched the third generation car to bear the Prius name, and while 90% of the functional components are new, the characteristic elements of the car remain unchanged. It's unique that a car that is completely recognizable can also represent a quantum leap forward in hybrid and next-generation technology, but that's what Toyota has done.
In addition to Prius development, business schools and corporations everywhere have studied Toyota's production system – designed to maximize quality and efficiency by empowering individuals and getting things right the first time. It's that production system more than anything else that has made Toyota the worlds #1 automaker and given them the rock-solid reputation for quality that they enjoy.
As we stood outside in downtown Portland today, admiring the new Prius and learning about its features, many people stopped to take a look. One couple from Southern California remarked that they are on their second Prius, and are true believers in the car. They were impressed with the new features available, and planned to look into the new car. That's not an uncommon occurrence – people who like their Prius are really truly into the technology and the notion that they are doing something better for the world by changing the way they drive.
Hybrids have taken a bad rap for their battery packs – with claims (usually made by people with a political axe to grind) that the disposal of batteries makes a hybrid a bad environmental choice, and that the battery packs must be replaced at huge expense every year or two. It turns out that at least the latter claim is completely false. Out of 750,000 Prius battery packs produced and distributed so far, only 306 have been replaced as worn-out or a warranty fault. "The life of the battery pack is generally about the same as the life of the vehicle.
As I mentioned, 90% of the functional parts of the 2010 Prius are new. That includes the gas engine (increased to 1.8-liters) and the battery pack (more capacity). Additionally, the air conditioning, water pump, and power steering systems are all electrically-powered now, so the Prius does not have to run its gasoline engine so much – even in hot weather.
The list of technical features available on the new Prius is astonishing. It starts with three new modes for the engine and drivetrain. In "Eco" mode, you get 12% less throttle when the gas engine is running, which helps save fuel. In "Power" mode, you get more power-assist, making the Prius quite powerful when it needs to be. Then you have "EV" mode, which allows you to drive up to a mile on electric power only, using no gas at all. EV mode is limited to 25 MPH, but in the city that's not a big downside.
Then we get to the real Buck Rogers stuff. If you get the super-groovy "Advanced Technology Package" then your Prius comes with GPS navigation and Safety Connect – Toyota's version of OnStar, where people can help you if you get in a crash or your car gets stolen. But you also get Dynamic Cruise Control, which allows you to set a following distance on the highway and the car will adjust your speed (within limits) based on surrounding traffic. That's handy if you've ever been caught behind someone who constantly changes speed while you're trying to cruise.
The Dynamic Cruise Control works using radar, and Toyota took that idea to its logical conclusion – a pre-collision warning and braking system. It works like this: if the car's radar shows that you're approaching something so fast that the car is likely to hit it, the car sounds a warning beeper for you. If the car can't possibly stop in time to avoid hitting the object, the Prius will automatically apply the brakes for you. That won't stop the accident, but it can make the crash less severe. "The goal is to protect the occupants.
But that's not all. The new Prius also offers you Lane Keep Assist. In low-speed running, this simply sounds a beep if you start drifting out of your lane, but at highway speeds, it will actually take control of the steering wheel and gently move you back to the center of your lane. It even works around curves!
The cherry on the technological sundae is the automatic parallel parking feature. This was first introduced on certain Lexus models, but it also uses radar to spot a parking space. It shows you the space it wants to use on the video screen, and when you OK the action the Prius grabs the steering wheel and parallel parks itself right into the spot.
But wait! There's more! The Prius also includes a solar panel in the glass moonroof, which powers a separate battery that will run a fan to keep fresh air moving through the car. That keeps it from getting hot when you park it in the summer sun. You can also hit a button on the key fob and the car's AC (which is electric, remember?) will come on for three minutes and pre-chill the Prius before you get back in it.
OK, this is getting long. Let's fast-forward through the rest of the new stuff. Suffice it to say that the Prius has state-of-the-art safety gear all the way around, all the other comfort, entertainment, and storage features you've come to expect. More storage capability than before, newer and more rakish body styling (while still maintaining the lowest coefficient of drag on the market) and all kinds of good stuff.
The new Prius with all that technology will have an MSRP right around $33,000. And that is nothing short of astounding, considering how little you can get for that money from other automakers if you look around. The base model is $22,000, so there's really very little reason not to get the groovy version.
Driving the new Prius is the same fun experience it's always been. Toyota invented the idea of fuel economy as a video game, and they've added features to enhance that experience, including "High Scores" display that shows your best days ever. And there's a host of other displays to amuse your passenger with your fuel economy. Meanwhile, you can punch up EV when you're downtown, and then punch Power when you want to get on the Banfield, and once you're settled in at highway speeds, push the Eco button and watch your fuel economy climb.
Oh yeah, the new Prius gets 51/48 - with an aggregate mileage of 50 MPG. It comes with a 10-year, 150,000-mile warranty.
The bottom line is that there's a reason the Toyota Prius is the most popular hybrid and the touchstone by which all others are judged. When the history of the 21st century automobile is written, the Prius will probably get Chapter 1 all to itself, and that's as it should be.
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