Understanding why we no longer get the Toyota Prius in PH

Ah, the Toyota Prius. This is one of the most iconic nameplates in the Japanese automaker’s lineup, being their first mass-produced hybrid electric vehicle (HEV). Here in the Philippines, it was also the first HEV to be offered on the market, launched in 2009.

Sadly, it never took off despite us getting two generations, and even the smaller Prius C. It was simply too expensive for its size, especially in a turbodiesel SUV-hungry market. On top of that, diesel engines were as efficient as hybrids, and diesel fuel itself was affordable. It eventually went away in 2022 and never came back.

That’s unfortunate because the current generation Toyota Prius, its fifth, seems like a genuinely interesting car. I’ve flown to the brand’s home market of Japan enough to notice that it remains extremely popular there, so for my most recent trip, I decided to drive one.

I recently flew to Fukuoka, Japan for a six-day vacation. Located on the western island of Kyushu, this is where I rented a 2023 model year Toyota Prius from Toyota Rent a Car, the largest car rental company in all of Japan, and one that is owned by no less than the Toyota Motor Corporation, to take on a drive the day before I fly back home to the Philippines.

On one fine cloudy June Wednesday, I walked from my hotel near Fukuoka’s Hakata Station to the Toyota Rent a Car Hakata Station office where I picked up my rental. I was given a mid-grade 2.0 G CVT variant, the most common you’ll find on Japan’s streets. 

There was no time to waste, and I immediately set off for my destination, 123km away to a small parking lot and observation deck outside the town of Yufuin, after connecting my smartphone to the vehicle’s infotainment system. The first thing I noticed is that it drives very familiar. Too familiar even, much like the Toyota Corolla Cross HEV. 

Is that a bad thing? No, as the Corolla Cross is one easy and smooth vehicle to drive and that’s exactly what the Prius is too. 

Where it differs is in its powertrain as it gets a new generation Toyota Hybrid System. This pairs a larger displacement engine, a 2.0-liter naturally-aspirated four-cylinder gasoline engine known as the M20A-FXS, producing 152 horsepower and 188Nm of torque on its own, to an electric motor that adds 113 horsepower and 206Nm, all sent to the front wheels via an E-CVT.

With a combined 196 horsepower, it definitely feels much peppier than other Toyota HEV models in its size. Power comes in very smoothly and in a linear manner at lower RPMs. Push the accelerator harder and it does get a bit drony, but while still maintaining its linear feel. 

Driving on the expressway is a smooth affair, made easier by the full suite of Toyota Safety Sense (TSS). And with the number of deer crossing signs, it certainly helped lessen whatever anxiety there was that a deer would indeed cross the highway.

One reason I selected this route was for a bit of mountain twisties. While not as much as on the iconic Hakone Turnpike, or the Mount Haruna in Gunma Prefecture, it was enough to show us how the Toyota Prius handles, and it surprisingly delivers.

Still driving on Normal mode (there’s Eco and Sport), steering feedback was actually very well provided by the vehicle. Turn the wheel and you’ll definitely know where the wheels are pointed, and it stays very planted on the road. It’s no sports car, but it certainly was more fun than I expected.

Despite its fun to drive nature, the Toyota Prius has always been about fuel efficiency. Its 0.91kWh lithium-ion battery replenishes faster than Toyota’s older nickel metal hydride (NiMH) batteries, giving us the chance to drive on pure electricity more often than not. Not only does this improve fuel economy, it returns a smoother overall drive as well.

My favorite thing about the current generation Prius has got to be the way it looks which Toyota has definitely nailed. It’s the first Toyota product to wear the brand’s current signature Hammerhead design language, matched perfectly with the signature wedge-like profile of almost every Prius generation.

Not only is this a huge departure from the soft and uninspiring looks of the first three generations, and the overstyled daring looks of fourth generation, it also balances sleek and sporty and futuristic styling cues with functional design elements that are needed to maintain efficiency when driving.

The interior wears what Toyota calls the Clean Island Architecture, similar to what’s seen on the fully electric bZ4X. On top of its somewhat more futuristic and cleaner appearance, it makes the most of available space and focuses on usability, something that many brands fail at these days.

Interior quality is typical Toyota with a fairly solid build, and soft-touch materials where they need to be. Armrests are all wrapped in leather, although they could definitely use a bit of extra padding. They also seem to be the kind that will eventually rip, one thing that’s noticeable in heavily used Toyota vehicles.

By the way, I chose the 2.0 G trim for this rental simply because of its looks. Unlike the lower-grade X and U trims, this gets an extra dose of style with its 19-inch two-tone alloy wheels. It’s rather basic though inside, having fabric seats, and an eight-inch touchscreen infotainment screen with rather large bezels.

That screen may look a bit small, but it’s very user-friendly with its basic user interface. Response is really quick and it’s smooth to operate. Apple CarPlay and Android Auto are also still wireless. It also comes with a reverse camera which is all you’ll really need in this class.

Anyway, going back to its fuel efficiency, we returned the car to the rental shop after a total of 273km of driving on expressways, mountain roads, inner small town streets, and city streets. With our refuel amount of 12.79L, our actual fuel consumption was 21.4km/l, while the vehicle’s trip computer read 23.6km/l.

Also, just a little “skl.” If you want to experience it, gas up your rental car at a self-service gas station. It was my first time doing it myself, and it was much easier and more convenient than I thought (please forgive me). A car guy core memory unlocked, for sure.

Understanding why we no longer get the Toyota Prius

We’ve asked our friends at Toyota Motor Philippines time and time again if there are plans to bring back the Prius. The answer was always a strong no, but with no reason given. With this drive, we now understand why we do not get it, and why we won’t be getting it.

The first reason is the market. Yes, there are the few people who want it, but it simply doesn’t make economic sense to just bring it because someone wants it. The market also continues to lean towards crossovers, the need answered by the Toyota Corolla Cross and RAV4, both receiving updated and new versions only this year.

I’d also say that other than its looks, nothing really sets the Prius apart from other hybrid models in the lineup. Yes, it’s a standout, but it feels and drives just way too similarly. Any differences in driving feel will not matter to 90% of buyers. 

Then there’s the price. One reason we’ve heard off the record is that it will be too expensive. We don’t know if that still applies today with the different perks and benefits given by the government to electrified vehicles, but even so, it would be priced way too close to other models in the lineup.

For reference, the Toyota Prius 2.0 G HEV is priced at JPY 3,324,200 or roughly Php 1,270,000. Shipping and other expenses shouldered by the brand to get units to the Philippines would probably push it up to around Php 1,600,000, and that’s not even the top-spec variant yet. 

So yes, the Toyota Prius is a great example of a hybrid vehicle. Not only is it efficient, it’s still fun to drive and definitely quite the looker. I’d get one if it were possible, but let reality sink in. It just really does not make sense in our market right now which is why we can’t get it. Perhaps things may change, who knows?

_{Photos by Julian Panlilio}