Toyota has big targets for new Prius

Toyota said it expects the 2015 sales of its newly-released fourth generation Prius hybrid to reach as many as 350,000 vehicles despite a big drop in oil prices making traditional petrol-powered cars cheaper to run.

The carmaker is claiming a consumption figure of 40.8km a liter (2.45 liters /100km) for its latest version of the petrol-electric car, at least in Japan’s official tests. Real-world consumption will no doubt be higher.

Executive vice president Mitsuhisa Kato told that the latest Prius made fewer driving experience compromises to achieve better consumption. “There is nothing you feel you are suffering through to get that mileage,” he said.

Improvements in the battery, engine, wind resistance and weight are contributing to the improved performance, according to Toyota. The new Prius also got a design makeover, although reaction has been divided.

Toyota has sold about 4 million Prius vehicles globally, making it the world’s top-selling hybrid, but its popularity is mostly limited to the US and Japan. Toyota faced skepticism when it first introduced Prius in 1997.

Max Zanan, chief executive of IDDS Group, a New York-based consulting company that specializes in vehicle retailing. “It will continue to set the pace for, and dominate, the global hybrid car market. There is no doubt that this new model will be well received”

Japanese sales about two weeks ago, and are set for January in North America and February in Europe. Toyota says it’s expecting to sell 12 000 Prius cars a month in Japan, with projected annual global sales at 300,000 to 350,000 vehicles. Japan pre-orders total 60,000 vehicles, and many of the buyers will have to wait several months for it to arrive, as production can’t keep up.