Toyota Australia stands firm on its decision to not introduce the sleek fifth-generation Prius to the Australian market, despite the growing popularity of hybrid vehicles. Sean Hanley, Toyota Australia’s vice president for sales and marketing, emphasized that the new Prius does not align with the company’s future product strategy.
Hanley stated during the launch event of the new-generation C-HR crossover that, “It just doesn’t fit into our product portfolio going forward.” He clarified that the decision was not based on any hidden reasons and acknowledged the new Prius’s attractive design and positive reception overseas.
However, Toyota Australia prioritizes models that are projected to achieve high sales volumes in the Australian market. The latest iteration of the Prius, introduced last year, departs from its predecessors with a more athletic and streamlined design, drawing inspiration from Toyota’s all-electric bZ4X.
Despite offering hybrid and plug-in hybrid powertrains and enjoying success in various international markets, including Japan, Europe, the UK, and North America, the new Prius will not be available in Australia.
Toyota Australia’s hybrid journey began with the Prius in 2001, and since then, the company has recorded over 402,300 hybrid sales in Australia alone. Notably, 75 percent of these sales occurred within the last five years, reflecting the increasing demand for hybrid vehicles.
In 2023, Toyota’s hybrid vehicles accounted for 33.5 percent of its sales mix, and this figure has risen to 40.7 percent as of February 2024. While the Prius will not return to the Australian market, the second-generation Toyota C-HR continues the legacy of hybrid-only offerings.
The C-HR features distinctive styling and has seen a significant price increase compared to its predecessor. Equipped with a 1.8-liter hybrid drivetrain shared with the Corolla, the C-HR delivers enhanced performance, with the GR Sport variant boasting a 2.0-liter hybrid system with an E-Four electrified all-wheel drive.
Although European markets offer a plug-in hybrid variant with an impressive electric range, Toyota Australia remains focused on models that best suit the preferences of Australian consumers.