News Releases

2010 SEMA Show: Toyota Prius PLUS Performance Package

2010 SEMA Show: Toyota Prius PLUS Performance Package

November 01, 2010
The 2010 SEMA Show will mark the debut of the all-new Toyota Prius PLUS Performance Package, a new hybrid performance line by Toyota Racing Development (TRD). Developed to meet the evolving demands of the growing hybrid segment, PLUS enhances the driving experience for Toyota hybrid enthusiasts by offering cool and fun accessories that add sporty looks with performance handling. The new PLUS package also features several Toyota accessories that complement the Prius’ core values of Eco and Advanced Technology. The end result is a more fun-to-drive, performance-enhanced Prius that maintains its industry-leading fuel efficiency.... more

2010 SEMA Show: Toyota Prius C&A Custom Concept

2010 SEMA Show: Toyota Prius C&A Custom Concept

November 01, 2010
The Prius C&A Custom Concept vehicle was developed by the Conversions and Accessories group at Toyota Motor Corporation in Japan to demonstrate the unlimited potential for sports car modification on the worlds best-selling hybrid vehicle. The Prius C&A Custom Concept is making its North American debut at the 2010 SEMA Show.... more

Toyota Announces Passionate Prius Owners Selected to Participate in 10 Years of Toyota Prius Anniversary Celebration

October 06, 2010
After weeks of online contest submissions, Southern California's Martin Esquenazi was voted the most passionate Toyota Prius owner by the Toyota Prius Facebook community. Esquenazi will host the official 10 Years of Prius Anniversary Celebration on 10.10.10. The event, taking place in Malibu, California, culminates 10 years of Toyota Prius sales in the United States and provides a glimpse at what's to come for the iconic hybrid vehicle.... more

Georgetown to Help Toyota Test Prius Plug-in Hybrid Vehicles

Georgetown to Help Toyota Test Prius Plug-in Hybrid Vehicles

September 29, 2010
Toyota Motor Sales, U.S.A., Inc. (TMS) announced today its launch of a Prius plug-in hybrid electric vehicle (PHV) demonstration program at Georgetown University. Two vehicles will be loaned to the university as part of a global plug-in hybrid study with TMS and the U.S. Department of Energy’s Clean Cities Program managing the long-term evaluation of the vehicles.... more

Toyota Announces Pricing for New 2011 Highlander, Highlander Hybrid, and Pricing Adjustment for 2011 Prius, Venza, and FJ Cruiser

Toyota Announces Pricing for New 2011 Highlander, Highlander Hybrid, and Pricing Adjustment for 2011 Prius, Venza, and FJ Cruiser

September 23, 2010
Toyota Motor Sales (TMS), U.S.A., Inc., announced the introduction of the new 2011 Highlander and Highlander Hybrid mid-size SUV, along with a change on the suggested retail prices (MSRP) for the Prius mid-size hatchback, Venza mid-size crossover, and FJ Cruiser mid-size SUV. The 2011 Highlander models will begin arriving at dealers September 24. The 2011 Venza will arrive at dealers in early October, followed by the Prius and FJ Cruiser in late November.... more

Third Generation Toyota Prius is World's Best-Selling Hybrid

Third Generation Toyota Prius is World's Best-Selling Hybrid

September 09, 2010
The Toyota Prius continues to lead the market for hybrid automobiles that it started over a decade ago. With its 50-MPG fuel economy rating, Prius is the most fuel-efficient passenger car available in the U.S. today. Prius offers its stellar fuel economy in a versatile five-passenger package that is recognized as a midsize car by the EPA. Toyota has sold 880 thousand Prius models in the U.S. since 2000.... more

2011 Toyota Prius Product Information

September 08, 2010

Toyota Leads All Manufacturers with Three Models Ranked in Top 10 of Lowest Insurance Claims for Theft

August 03, 2010
Toyota led all manufacturers with the most models ranked in the top 10 for lowest insurance claims for stolen vehicles. The three models included the Prius Hybrid, Tacoma 4x4 Double Cab pickup truck and Sienna all-wheel-drive van.... more

Toyota Announces Facebook Contest to Celebrate 10th Anniversary of Prius

August 02, 2010
The Toyota Prius is celebrating its first decade in the U.S. market this year. In a nod to the technological innovation heralded and led by the introduction of the Prius to the automotive market, Toyota is announcing an online contest to find the most passionate Prius fan in the United States* to host the official 10 Years of Toyota Prius Anniversary Celebration.... more

Toyota Celebrates 10 Years of Prius

July 27, 2010
Ten years ago Toyota launched a new kind of car in North America. It was the Prius, an affordable car with a hybrid gas/electric powertrain. In the decade that followed, the Prius made an indelible mark on the automotive industry. The car with the signature wedge shape proved to be an agent of change, and a catalyst for innovative ideas. Over 1.8 million units have been sold in the world to date, with nearly 900,000 in the U.S. alone.... more

Toyota Statement on Harrison, N.Y. Incident

March 22, 2010
“Toyota sympathizes with the individuals and families involved in any accident involving our vehicles. We are making an all-out effort to ensure our vehicles are safe and are making substantial progress towards completing our recalls with effective and durable solutions. We also remain committed to investigating reported incidents of unintended acceleration in our vehicles quickly, as in Harrison, New York, and we will continue to work in close partnership with law enforcement agencies and federal regulators with jurisdiction over accident scenes whenever requested.

“As always, it is important to remember that many of the complaints in the NHTSA database, for any manufacturer, lack sufficient detail that could help identify the cause of an accident or, in some cases, even the specific vehicle involved. Furthermore, instances of unintended acceleration can be caused by many factors and they are not all sudden or sustained. The category is very broad, affects all major automakers, and can include issues involving pedal entrapment, pedal misapplication, transmission surges and driver reaction to normal engine speed control variations when cruise control or air conditioning systems are in use.”... more

Toyota Motor Sales, U.S.A., Inc. Comments on J.D. Power and Associates 2010 Vehicle Dependability Study

March 18, 2010
J.D. Power and Associates today announced the results from their 2010 Vehicle Dependability Study (VDS), covering 2007 model year vehicles. The following comments on the VDS can be attributed to Jim Lentz, president of Toyota Motor Sales (TMS), U.S.A., Inc.... more

Toyota Offers Preliminary Findings From Technical Field Examination of Alleged 'Runaway Prius' in San Diego

March 15, 2010
At a press conference today, Toyota Motor Sales (TMS), U.S.A., Inc. offered key preliminary findings of technical field examination and testing that were performed on March 10 and 11 regarding an alleged “runaway Prius” event dramatically covered by national news media.... more

Toyota Prius Vehicle Throttle and Brake Systems: Myth VS. Fact

March 12, 2010
Myth: The start/stop button on the dash will not turn off my Prius while it’s running.

Fact: On early to 2010 models with a push-button smart key system, pushing and holding the button on the dash for about three seconds will shut off the ignition system on the vehicle – even if it’s in gear and moving along the roadway. Newer models may have different control logic – you only have to press the button briefly to shut down the vehicle. Check your Owner’s Manual for details on your vehicle’s system.... more

Toyota Responds to Inaccurate Reports of Future Prius Recall for Floormat Entrapment

March 09, 2010
Media reports, citing a Wall Street Journal article, have incorrectly reported that Toyota plans to announce a new recall for the 2004-2009 Prius to address the potential risk for floor mat entrapment of accelerator pedals.... more

Report of Prius with Stuck Pedal

March 08, 2010
This afternoon (Monday, March 8), Toyota learned of a report that a California Highway Patrol (CHP) unit was dispatched in response to a 911 call from a motorist driving a Prius on Interstate 8 in San Diego County who said the accelerator pedal was stuck. Toyota has dispatched a field technical specialist to San Diego to investigate the report and offer assistance.... more

Toyota Announces March Sales Event

March 02, 2010
Toyota Motor Sales, U.S.A., Inc. today announced plans to launch the company’s most far-reaching sales program in its history.... more

MotorWeek 2010 Drivers' Choice Awards Names Toyota Prius Best Vehicle of the Year

February 11, 2010
MotorWeek, television’s longest running automotive series, announced today the Toyota Prius has won the top honor of “Best of the Year” in its 2010 Drivers’ Choice Awards “for making improvements on virtually every front including, fuel efficiency, power and versatility.” Prius was a double winner as it also won MotorWeeks Drivers’ Choice Award for “Best Eco-Friendly” vehicle.... more

Toyota and Lexus Dominate 2010 Best Overall Values of the Year Awards

February 10, 2010
Toyota and Lexus once again captured more trophies than any other automaker in the 23rd annual “Best Overall Values of the Year” (BOVY) awards, announced today at the 2010 Chicago Auto Show. is a leading source for automotive ownership cost and value analysis of cars, trucks, crossovers and sport utility vehicles (SUV’s). The annual BOVY awards identify best-in-class vehicles that deliver outstanding value and lower than expected costs over time.... more

Updated Statement From Toyota Regarding Prius Brake Issue

February 04, 2010
Toyota is aware that NHTSA has opened a Preliminary Evaluation centered on owner complaints of a braking issue with the 2010 model year Prius. Toyota will cooperate fully with NHTSA’s investigation.... more

Statement From Toyota Regarding Prius Brake Issue

February 04, 2010
Toyota is aware of NHTSA’s intention to begin a Preliminary Evaluation centered on owner complaints of a braking issue with the 2010 model year Prius. Toyota will cooperate fully with NHTSA’s investigation.... more

Customer FAQs Regarding the Sticking Accelerator Pedal and Floor Mat Pedal Entrapment Recalls

February 03, 2010
Frequently asked questions for the sticking accelerator pedal, floor mat pedal entrapment recalls and general questions on both recalls (Feb. 03, 2010).... more

Statement Regarding 2010 Model Year Toyota Prius Inconsistent Brake Feeling

February 03, 2010
In certain 2010 model year Prius vehicles, Toyota has received reports that some customers have experienced inconsistent brake feel when the vehicle is driven over potholes, bumps or slippery road surfaces.

Toyota is currently in the process of confirming these reports and investigating the vehicle driving conditions under which the reported phenomenon occurs. It would be premature to comment until the investigation has been completed.... more

Toyota Wins Top Honors in Polk Automotive Loyalty Awards

January 12, 2010
Toyota took top honors in R. L. Polk & Co.’s 14th Annual Automotive Loyalty Awards, ranking number one in Overall Loyalty to Manufacturer, indicative of the manufacturer’s ability to retain previous customers. Toyota also won top honors in the Mid/Full-Size Car and Mid/Full-Size SUV categories for the Toyota Prius and Lexus RX respectively, and received the new award for brand loyalty among Asian American consumers.... more

Toyota Announces Pricing for All-New 2011 Sienna Minivan

December 21, 2009
Toyota today announced manufacturers suggested retail prices (MSRP) for the all-new 2011 Sienna minivan. Also announced were the MSRP for all 2011 Camry mid-size sedan models and a price adjustment for the 2010 Prius gas-electric hybrid.... more

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