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What Toyota terms “Prius Pioneers” will be the first customers to own its second generation Prius hybrid. These are people who stepped out and bought into the new technology when it was first introduced in the U.S. in 2000. Prior to its U.S. introduction, it had a successful debut in Japan back in 1997.
During an “early opportunity” sales promotion for original Prius owners, a full 18 percent of them agreed to buy a second Prius.
The car Toyota calls its “Environmental Flagship” sold over 20,000 units in model year 2003. “Toyota is one of the few companies in the world that do do this and make a profit,” stated Ed LaRocque, the company’s national manager for high-tech vehicles, at a recent press introduction of the new hybrid in Portland, Ore.
The 2004 Prius is quite a bit larger than the original and is built on a dedicated platform that is new for 2004. It is five inches bigger than the original, which moves it into the mid-size catagory. And it delivers mid-size feel and comfort.
The Prius is powered by what Toyota calls its “Hybrid Synergy Drive,” a marriage of gas and electric technology, that has been upgraded from the original hybrid powerplant, the Prius boasts 50 percent more peak power and a 15 percent increase in torque. The rpm’s are also increased which adds a horsepower boost from 70 to 76.
The Prius has a top speed of 105 mph, will go from 0 to 60 in 10.5 seconds.
Toyota is also committed to putting the Hybrid Synergy Drive into the Lexus RX330. “It’s the logical next step” says Prius brand manager Paul Williamson.
The new Prius is a computerized wonder and use 52-bit processors throughout. The transmission boasts electronic shift by wire and electronically controlled braking, and an electric inverter A/C system that runs off its own motor, not with belts from the main engine.
There’s also a unique push button start and a smart card type of keyless entry and exit system that makes it impossible to lock the keys inside among other things it does.
The dashboard is dominated by a seven inch touch screen which is the largest in any Toyota or Lexus product. It displays the climate and audio functions as well as power flow and charging system information. It is also equipped with bluetooth technology for hands-free cell phone operation that doesn’t require a propriatory phone.
The optional navigation system is the most advanced offered in any Toyota or Lexus. It has five million pre-programmed points of interest as well as allowing others to be added.
Overall, the new Prius looks not only as if it is about to join the mainstream, but to become the technology leader in it. | 
