Toyota Motor Sales, USA, Inc., revealed that a poll was conducted to determine what plural term is preferred for the Prius and the results showed that the general public chose ‘Prii’.
The voting campaign was dubbed as “Prius Goes Plural” and was launched during the North American International Auto Show held in Detroit last January 10. The goal of the campaign was to challenge the public in order to determine what plural nomenclature the brand should use for the Prius.
The time the campaign was launched was also when Toyota Prius made its world premiere for its family of vehicles. Getting 25% of the total votes cast, Prii will also be the term that will be officially recognized by Toyota.
Even the website Dictionary.com updated its entry related to the “Prius” in order to show this result. The winning word was unveiled by Toyota during the Chicago Auto Show.
One of those who were at the unveiling was Dictionary.com’s head of content Jay Schwartz. Mr. Schwartz revealed to the public that since the word describing the plural for the Prius has been chosen, ‘Prii’ will now be part of Dictionary.com.
The entire campaign took six weeks with votes cast totaling more than 1.8 million. The four other words that came close to beating out Prii were Prius, Priuses, Prium and Prien. In fact, Prius was a close second getting a total of 24% of votes cast. To learn more about this event, a video recap of the entire campaign, as well as the celebration of the winning word, can be viewed through the www.ToyotaPriusProjects.com website.
Toyota’s advertising manager Colin Morisako shared that when it came to the Prius brand, the community had long been playing a big role. This is why it was only right to include the online communities in the discussion regarding the plural nomenclature, he continued.
Since the public has already chosen what the word is, Prii will be the accepted term and will be the one used moving forward to describe Prius vehicles, Morisako added.
When the Prius was first launched a decade ago, debates often came up on what the plural term should be. Since the Prius family has continued to grow, the brand turned to its customers and the fans to finally decide on what to call the plural of Prius vehicles.
With this, the decade-long question of what to call more than one Prius has been finally answered. The online voting modules not only allowed the public to choose their preferred plural form, it also gave them the chance to look at the real-time poll results. Aside from the actual voting, the campaign had print ads and an animated video. There was even a web series that was hosted by none other than James Lipton, well known for his book An Exaltation of Larks and as the host of TV show Inside the Actors Studio.
The Prius family of vehicles has expanded and now includes the Prius c concept, Prius v concept, and Prius Plug-in Hybrid vehicle. With this, the brand hopes that acceptance of the Prius will increase even further as there is now a wider range of vehicles to choose from, all having the core values of Prius when it comes to gas-electric hybrid technology, efficient fuel economy, low emission, and environmental stewardship. To know more about Toyota’s Prius family of vehicles, visit www.toyota.com/priusfamily.